• Asia Marketing Journal
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• 제17권1호
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• pp.1-26
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• 2015

In the 21^st century, green consumer behavior, playing one of the core roles of sustainability, is still an important issue to green-related stakeholders. Because one of the major objectives of green-consumer research is an improvement of behaviors aligned with greening, this paper revisited socio-demographic variables and shed light on segmenting and profiling green consumers based on their connectedness between socio-demographic variables and green behaviors. Using correlations, factor analysis, analysis of variance, k-means cluster analysis and χ²-tests, this paper shows that socio-demographic variables differentially impact green-consumer behaviors. In order to profile green consumers, this paper additionally attempts to segment green-consumer groups. The results also coincide with former findings that socio-demographic variables relate significantly with segmented green-consumer group behaviors. General findings are summarized as: 1) older people used green practices more strongly than younger people, 2) females demonstrated better energy-saving and recycling practices compared to males, 3) marital status also significantly influenced green-related behaviors, 4) subjective social class had a significant influence on green-related behaviors, 5) education level and income, however, weakly influenced or showed no impact on green-related behaviors, and 6) a green consumer was classified as an 'active green consumer,' 'utilitarian green consumer,' or 'inactivated green consumer.' The utilitarian green consumer group distinctively behaved more strongly in energy-saving and recycling practices compared to the inactivated green consumer group, whereas active green consumers behaved more strongly on the whole, when compared to those in the inactivated green consumer group.

• International Journal of Human Ecology
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• 제14권1호
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• pp.13-27
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• 2013

Consumer perception of the meaning of 'green' and 'green products' as well as how they use green claims (including terms, certifications, and marks) should be examined to help consumers pursue green behavior in everyday life. This study investigates what type of green claims prevail in the Korean consumer market and how consumers perceive the meaning of 'green' and green claims. For these purposes, media analysis, in-context research (shop visit) and a survey were conducted to collect green claims (including green terms and certified/noncertified green marks). Green claims in the consumer market were first summarized and analyzed; subsequently, the most frequently used 7 green marks and 15 green terms were selected to construct a consumer survey questionnaire on consumer perceptions of green claims. An online survey was performed via Embrain and the survey respondents consisted of 500 adult consumers over the age of 20. The field research results showed frequent green claims in the Korean consumer market. However, certified (and hence trustworthy green product information labels) were uncommon in the market. The only green claim widely known and used by consumers was the energy consumption efficiency label. Consumers were interested in the green information label not because it affected their utility cost nor because it was important for environment protection.

• International Journal of Human Ecology
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• 제15권2호
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• pp.43-57
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• 2014

Consumers differ with respect to the level of green attitudes and green purchase behavious and different consumer would have different perceptions on green market environment. This study attempted to explain how consumers perceive green market environment differently across different consumer groups in attitude-behaviour dimension in green consumption. After identifying the four consumer groups based on their attitude toward green purchase and green purchase behaviours, a multinomial logistic analysis and a stepwise discriminant analysis were conducted. This study found that reliability in green market was the most critical factor that contributes to enlarge positive green consumers. Also, the role of reference persons and adequate price of green products were also found to be important to stimulate green buying. By understanding the different role of those factors in each group of consumers, this study provided group-specific implications to expand green consumers.

• 가정과삶의질연구
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• 제28권5호
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• pp.183-195
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• 2010

This paper, reviews the characteristics of green consumers through a Focus Group Interview (FGI) method. This study shows that some remarkable changes are taking place in the lifestyles of green consumers compared with the past lifestyles of green consumers. Second, this study shows that green consumers have the correct green opinions about present environmental problems and they have a critical environmentally conscious attitude on this issue. Third, the research shows that green consumers behave environmentally (buying, use, and disposal acts) based on individual and personal standards. This study suggests (based on the research findings) methods to solve environmental problems to the government, corporations, and consumers as well as ways to increase the number of environmentally conscious consumers.

• 한국의류학회지
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• 제38권3호
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• pp.334-346
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• 2014

Green marketing is efforts to achieve the environmental responsibility in all marketing activities. This study investigates the contribution of SPA fashion brands' green marketing activities to consumers' green behavior and the brands' growth as well as the natural environment. Green marketing activities are classified by product relevance and consumer participation. An online survey is conducted using scenarios developed according to the two (high/low product relevance) by two (high/low consumer participation) research design. Green consuming intention and brand attitude are compared by product relevance and consumer participation. The positive effects of product relevance and consumer participation on green consuming intention are found. The positive effects of consumer participation and the interaction effect of product relevance and consumer participation on brand attitude. Based on the results, this study suggests effective green marketing activities for fashion brands.

• 한국환경과학회지
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• 제23권8호
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• pp.1455-1462
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• 2014

The purpose of this study is to examine green consumer behavior (green product purchasing behavior and green consumption life) affected by demographical characteristics, and cognition degree of green life (cognition of a green indicator, a green life catalyst system, and environmental problems). It's also to promote strategy and suggest effective activation plans for the vitalization of green consumer behavior. To carry out the task, verification of credibility, multiple regression analysis, two-step cluster analysis, and multinomial logistic analysis were used. The results are as follows: First, the factors that effect green product purchasing behavior were gender, age, cognitive of a green indicator, carbon points system, electricity peak hour system, and seriousness of environmental damage due to lifestyle. Second, the factors that effect green lifestyle were gender, age, carbon grade indicator system, cognition of a green system, and the seriousness of environmental damage due to lifestyle. Third, the comparative group characteristic analysis showed low rates for careless green consumer behavior groups compared to the passive green consumer behavior groups in cognition of a green indicator, green system, and environmental problems. For active green consumer behavior groups, the analysis showed high rates in cognition of carbon grades, eco-labeling, electricity peak hour system, and environmental damage due to lifestyle. In order to encourage green consumer behavior, it's evident that cognition of a green indicator, a green life catalyst system, and environmental problems need to be improved through strategic education and continuous encouragement.

• 한국환경교육학회지:환경교육
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• 제24권3호
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• pp.56-77
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• 2011

The purpose of this study is to explore the casual relationship between expanded self-concept including self-esteem and self-congruity with various variables of pro-environmental psychology and green consumer behavior simultaneously by using the model of structural equation. Results of the study showed that independent self-construals only affected pro-environmental psychology and dependent self-construals did not affect pro-environmental psychology and green consumer behavior, while metapersonal self-construals affected both pro-environmental psychology and green consumer behavior. Consumers with independent self-construals in strong individualistic tendency had an affirmative thoughts about environment friendliness while consumers considerate of others with dependent self-construals in strong collective tendency showed low pro-environmental psychology and green consumer behavior, which was interesting findings. In regards to the effect of metapersonal Self-construal on pro-environmental psychology, it was analyzed that lower consumer self-esteem increased pro-environmental psychology, and also when self-congruity was low, metapersonal Self-construal had a positive effect on green consumer behavior.

• 한국프랜차이즈경영연구
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• 제14권4호
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• pp.51-65
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• 2023

Purpose: As social interest in environmental issues increases, pro-environmental initiatives are becoming more active in many industry sectors. This study explores how a firm's perceived green brand image affects consumer loyalty through brand trust and attachment. Research design, data, and methodology: The data of 363 respondents aged 20 to 59 who purchased the franchise lunchbox in the last three months were analyzed using SPSS 25.0 and SmartPLS 4.0. Result: Green brand image affects consumer loyalty through cognitive trust, affective trust, and brand attachment. Regarding serial mediations, cognitive trust affects brand attachment only through affective trust and, in turn, consumer loyalty. Conclusions: This study employs the hierarchy of effects theory to explore the role of the perceived green image of the franchise lunchbox brand in prompting consumer loyalty through brand trust and attachment. The eco-friendly initiatives are imperative in establishing a green brand image, given their critical roles in generating consumer brand trust and attachment as well as consumer loyalty in the franchise lunchbox industry. The franchise lunchbox firms should implement environmental initiatives and effectively communicate and actively inform these initiatives to raise perceptions of green brand image and build cognitive brand trust.

• 한국산학기술학회논문지
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• 제10권12호
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• pp.3788-3796
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• 2009

본 연구는 심리학적 변인인 개인 감정구조를 도입하여 감정구조$\rightarrow$환경 몰입$\rightarrow$소비자유형(그린소비자 성향, 유사그린소비자 성향, 비그린소비자 성향)$\rightarrow$삶의 질에 관한 통합적 이론 모델을 구축하고자 실증분석을 하였다. 분석 결과는 다음과 같다. 첫째, 긍정적 감정은 환경몰입에 영향을 미치는 것으로 나타났으나, 부정적 감정은 환경몰입을 높이는 것으로 나타났으나 통계적으로 유의미하지 않았다. 둘째, 환경몰입은 그린소비자 성향, 유사그린소비자 성향 및 비그린소비자 성향에 영향을 미치는 것으로 나타났다. 마지막으로 그린소비자 성향은 삶의 질에 영향력을 미치는 것으로 나타났으나, 유사그린소비자 성향과 비그린소비자 성향이 삶의 질에 영향을 미치지 않는 것으로 나타났다.

• 한국산학기술학회:학술대회논문집
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• 한국산학기술학회 2009년도 추계학술발표논문집
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• pp.245-248
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• 2009

본 연구는 심리학적 변인인 개인 감정구조를 도입하여 감정구조${\rightarrow}$환경 몰입${\rightarrow}$소비자유형(그린소비자 성향, 유사그린소비자 유형, 비그린소비자유형)${\rightarrow}$삶의 질에 관한 통합적 이론 모델을 구축하고자 실증 분석을 하였다. 분석결과는 다음과 같다. 첫째, 긍정적 감정은 환경몰입에 영향을 미치는 것으로 나타났으나, 부정적 감정은 환경몰입을 높이는 것으로 나타났으나 통계적으로 유의미하지 않았다. 둘째, 환경몰입은 그린소비자 성향, 유사그린소비자 성향 및 비그린소비자 성향에 영향을 미치는 것으로 나타났다. 마지막으로 그린소비자 성향은 삶의 질에 영향력을 미치는 것으로 나타났으나, 유사그린소비자 성향과 비그린소비자 성향이 삶의 질에 영향을 미치지 않는 것으로 나타났다.