품질경영학회지 (Journal of Korean Society for Quality Management)

  • 제44권2호
  • /
  • Pages.321-340
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  • 2016
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  • 1229-1889(pISSN)
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  • 2287-9005(eISSN)
한국품질경영학회 (Korean Society for Quality Management)
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한·중 소비자의 친환경적인 소비활동에 영향을 미치는 구매 결정요인에 관한 비교 연구

Comparative Study of the Influence of Customer Buying Factors on Eco-friendly Consumption: Focused on Korea-China consumers

  • 조려 (충남대학교 경영대학원) ;
  • 서준혁 (한밭대학교 산업경영공학과) ;
  • 배성민 (한밭대학교 산업경영공학과)
  • Zhao, Li (Graduate School of Business, Chungnam National University) ;
  • Seo, JunHyeok (Department of Industrial & Management Engineering, Hanbat National University) ;
  • BAE, SungMin (Department of Industrial & Management Engineering, Hanbat National University)
  • 투고 : 2016.02.24
  • 심사 : 2016.05.13
  • 발행 : 2016.06.30
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초록

Purpose: In this study, we revealed the influence of customer buying factors in the purchase process of eco-friendly product. Especially, we focused on the information acquisition, alternative evaluation, and after-purchase activity process based on Korea-China customer's survey. Methods: In the information acquisition process, we investigate the channels of information acquisition about eco-friendly product, a reliability of information, and an impediment of acquiring product information. At the stage of alternative evaluation, we extract various causes that affects pre-purchasing process and perform the AHP analysis to identify critical causes. At last, we compare several factors which affects before and after purchasing process. Results: Especially, an average utilization and cognition score of eco-friendly products of Chinese consumers is higher than Korean consumers' score. In addition, critical buying factors of Korean consumers are a product quality, an evaluation of existing users. However, that of Chinese consumers are safety of products and environmental benefits of products. Conclusion: In recent years, as the rapid economic development of China, environment pollutions like heavy smog and yellow dust have been occurred frequently. In that manner, Chinese consumer's environmental consciousness is rapidly increasing; not only try to be active participant in eco-friendly activities, but also eco-friendly purchasing activities. In addition, Chinese consumers recognize eco-friendly products as good products made with advanced technology.

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