그린마케팅에 대한 消費者의 態度에 관한 硏究 = (A) Study on the customer's behavior about green marketing

다국어 초록 (Multilingual Abstract)

We should not regard the notion of Green Marketing as a narrow field which just treats environmental protection and recycling at the level of the pursuit for commercial gains but regard it something wild notion which promotes all the functions, goals and human life.
Green marketing is a means by which an enterprise try to accomplish the social responsibility through the way of life approach centered on the quality of human life.
In relation to above statement , the purpose of this study is to help a company build the effective marketing strategies by the study which measures the recognition of consumer about the sense of environment, the sense of consumer about the Green Marketing practiced by the company, verifies the purchase behavior of consumer to the environmental production, treats the interrelation between the demographic variables such as gender, ages, income, occupation, educational background of consumer, and the recognition of comsumer about the sense of environment, the attitude of consumer about environmental productions.
For this study, I established four main hypotheses based on learning patterns ;
hypothesis 1. It will be highly interrelated between the variable of environmental recognition and the purchase attitude of consumer.
hypothesis 2. It will have positive interrelation between the variable of Green Marketing and the purchase attitude of consumer
hypothesis 3. The variable of environmental recognition and the variable of Green Marketing will influence the attitude of consumer to the environmental production.
hypothesis 4. There will be some differences by demographic trait.
I made sub-hypothesis 1, 1-1, 1-2, 1-3, 1-4, hypothesis 2, 2-1, 2-2, 2-3, 2-4, hypothesis 4, 4-1, 4-2, 4-3, 4-4
To verify above hypotheses, I needed 90 questionaries, and 80 of them were prepared and used for this study and I used the SPSSWIN7.5 program to verify the above hypotheses.
The statistics for analysis processing were the correlation analysis, regression analysis, T-test, one way-ANOVA analysis.
The result.
The result says that the higher interest about the factor of environmental recognition makes the higher intention of purchase but the behavior of purchase is not high, and also it says that the attitude of consumer to the factor of marketing is a positive relation, so when the consumer establishes friendly relation with environment-favored production, the intention and the behavior of consumer are so high.
According to the result, the variables of environmental recognition and the Green Marketing also influence attitude of consumer to environmental production, and so the environmental recognition of an individual and the factor of enterprise's Green Marketing also influence the affirmative intention of purchase to environmental production.
So, the enterprise's production and marketing activity which ignores the environmental problem is turned the colder shoulder from consumer, in terms of this, enterprise must divert its passive attitude to active attitude and make production which has good intention for environment. Also enterprise must develope the technical skill to produce production which for environment, with the sense of responsibility and ethics enterprise must do its business.

목차 (Table of Contents)

• 目次 = ⅰ
• 제1장 서론 = 1
• 제1절 연구 목적 = 1
• 제2절 연구의 방법 및 구성 = 3
• 제2장 그린마케팅에 대한 이론적 연구 = 5
• 제1절 그린마케팅의 생성 배경 = 5
• 1. 사회적 마케팅의 등장 = 5
• 2. 그린마케팅의 정의 및 필요성 = 8
• 3. 그린마케팅의 구조 = 11
• 4. 환경보호주의 = 19
• 제2절 그린마케팅 믹스전략 = 22
• 1. 제품 전략 = 24
• 2. 가격 전략 = 26
• 3. 역유통 전략 = 27
• 4. 촉진 전략 = 29
• 5. 그린광고전략 = 30
• 6. 그린제품 포장전략 = 31
• 제3절 그린 소비자의 소비행동에 관한 배경 = 34
• 1. 그린 소비자의 특성 = 34
• 2. 그린 소비자의 이해 = 36
• 2-1. 그린소비자 행동적 특성 및 이해 = 36
• 2-2. 그린소비자의 구매태도와 행동요소 = 38
• 제4절 선행 연구의 검토 = 40
• 제3장 연구모형 및 조사설계 = 42
• 제1절 연구의 모형 = 42
• 제2절 변수의 조작적 정의 = 43
• 1. 그린 소비자 = 43
• 2. 환경의식 관련변수 = 43
• 3. 인구 통계 변수 = 43
• 제3절 가설의 설정 = 44
• 제4절 설문지 구성 = 46
• 제5절 표본의 구성 및 자료의 분석방법 = 46
• 제4장 실증적 분석 및 가설검증 = 48
• 제1절 표본자료의 특성 = 48
• 제2절 타당성 및 신뢰성 분석 = 50
• 1. 타당성 분석 = 50
• 2. 신뢰성 분석 = 53
• 제3절 가설검증 = 55
• 1. 환경변수와 소비태도와의 상관관계 분석 = 55
• 2. 그린마케팅 변수와 소비태도와의 관계분석 = 57
• 3. 소비태도에 대한 환경의식 및 그린마케팅 변수의 회귀분석 = 58
• 4. 인구 통계적 변수에 따른 차이분석 = 59
• 제5장 결론 = 72
• 제1절 요약 및 결론 = 72
• 제2절 연구의 한계점 및 앞으로의 연구과제 = 75
• 참고문헌 = 77
• ABSTRACT = 81
• 설문지 = 84
• 부록 환경마크 인증상품 및 생산업체 현황 = 94