• 가정과삶의질연구
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• 제30권3호
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• pp.29-44
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• 2012

The research is aimed to provide suggestions to higher the level of green consumption awareness in South Korea and China, through comparative analysis of consumers in both countries. It also tries to understand how the consumption awareness and consumer education influences on the green consumption awareness. The study examined residents in Seoul, Korea, and Suzhou, China, and the research was conducted from March 25 to 31 in 2010. Three hundred and four samples in total were analyzed. The major results of this study were summarized as follows: First, Korean consumers' green consumption awareness is higher than that of Chinese consumers. Yet, consumers in both countries showed the lowest level in environmental participatory awareness in green consumption awareness. Second, environmental problems concern and green consumption information search is the key variable in the improvement of green consumption awareness level both in Korea and China.

• 가족자원경영과 정책
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• 제9권2호
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• pp.59-75
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• 2005

The purpose of this study was to examine the purchase behaviors of those who are consistently using Green cosmetics. k order to identify this purpose, this study compared the consumer characteristics among on-going users of green cosmetics, temporary users, and those who have never used the green cosmetics. Also, this study compared the decision making process between on-going users and temporary users. The data were obtained from a questionnaire completed by women who lived in Seoul (N=362), and were analyzed by t-tests, chi-square test, and ANOVA. The findings of this study are as follows: First, unmarried women aged in 20s and those who have higher education, higher incomes and their own houses were more likely to use Green cosmetics consistently. Second, those who were more interested in environmental problems were more likely to be on-going users of Green cosmetics. Third, those who in on-going group were more likely than temporary group to make internal search, while temporary group was more likely to depend on information obtained from their friends or relatives. Also, on-going group considered alternative criteria more than do temporary group.

• 대한가정학회지
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• 제51권1호
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• pp.89-95
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• 2013

The purpose of this study is to identify a causal relationship among green consumer behavior, environmental knowledge and environmental attitudes of students at the university of education. A total of 366 copies of questionnaires were used for the data analysis; 31 copies were excluded due to lack of response to any given question. To ensure the reliability and validity of the questions, technical statistics were performed, such as frequency, ratio, average, standard deviation, skewness, and kurtosis via SPSS 15.0, item-total correlation and the totality, and reliability analysis. A structural analysis was undertaken via AMOS 7.0 in a bootstrapping method in order to perform a path analysis among variables as well as to assess the suitability of the model. The findings of the study were led to the following conclusions: First, the causal model among green consumer behavior, environmental knowledge and environmental attitudes of students at the university of education is suitable to the empirical analysis on research variables. Second, the environmental attitudes of students at the university of education has a direct, positive effect on green consumer behavior. Third, the environmental knowledge of students at the university of education has an indirect, positive effect on green consumer behavior.

• Asian Journal of Innovation and Policy
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• 제8권1호
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• pp.162-179
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• 2019

Purpose: Companies in haste for higher consumers' preference tend to appear as 'green' and mislead about environmental concerns, which are termed as "Greenwashing." The purpose of the study is to investigate the consumer perception on greenwashing activities and analyze its impact on green brand image, green brand loyalty and green brand trust among Indian consumers. Design/methodology: The study makes use of a written questionnaire method to collect survey data from approximately 500 consumers all over India. The study uses Structural Equation Modeling (SEM) to study the hypothesized relationship between constructs affected by greenwashing based on consumer perspective in the Indian context. Findings: The study shows that Indian consumers are becoming aware of greenwashing activities, which have a negative impact on green brand trust and undermines green brand image and green brand loyalty. Implications: The study results are beneficial to policy-makers, researchers, practitioners, and managers to create awareness among Indian consumers on greenwashing activities.

• Food Science and Biotechnology
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• 제17권2호
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• pp.349-356
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• 2008

The green tea market is rapidly growing and identifying the driving factors of consumers' liking for the green tea is important in the tea industries. The objectives of this study were to investigate the effects of manufacturing conditions of the green tea on its sensory characteristics, to elucidate its relationship with the consumer liking. A descriptive analysis and consumer acceptability test were conducted for various green tea samples. The samples differed with regard to the source of the tea, the amino acid content, and the processing methods including the roasting temperature. Partial least square regressions (PLS-R) were performed to establish the relationship between the descriptive data and the consumer acceptability data. The PLS-R results showed that the majority of the consumers liked a green tea which has a stronger 'sweet taste' and roasting-related flavors such as 'roasted barley' and 'burnt leaf'. Such sensory characteristics were produced when a sample made of tea leaves mixed with the tea stem was roasted at a high temperature ($250^{\circ}C$) in this study.

• 벤처창업연구
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• 제10권6호
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• pp.37-46
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• 2015

본 연구는 환경적 관점에서 제품 품질, 소비 행위, 고객만족, 그리고 고객충성도 간의 관련성과 영향을 탐색하였다. 실증분석을 위하여 18개 문항으로 구성된 설문지를 이용하여 자료를 수집하였다. 210명의 응답자 중에서 친환경제품을 이용해본 경험이 있는 167개의 자료를 회귀분석과 위계적 회귀분석을 이용하여 SPSS로 자료분석을 실시하였다. 분석결과는 그린제품 품질은 고객만족과 고객충성도에 유의적인 영향을 미치며, 그린소비 행위의 가격요인은 고객만족과 고객충성도 간의 영향을 조절시키는 것으로 나타났다. 실증분석의 결과는 그린제품 품질은 고객만족과 고객충성도에 기여함을 의미한다. 또한 그린소비 행위의 가격요인은 고객만족과 고객충성도 간의 영향을 증가시키는 것으로 나타났다.

• 가족자원경영과 정책
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• 제3권1호
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• pp.1-15
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• 1999

The purpose of this study is to find out the tendency of the new generation’s consumer roles and green consumption behavior for the environmental conservation. This study is also to reveal some fundamental information for an environmental education program which si able to support the new generation consumers to participate voluntarily in an environmental activity. The 500 subjects of this study were selected from the new generation consumers who wre residing in Seoul, 1998. The 414 data wre finally analyzed by Mean, t-Test, ANOVA, and Multiple Regression Analysis. The major findings were as follows: 1) the purchasing roles of the new generation consumer tended to be higher than the citizen participation’s roles. The variables with the higher score for the new generation’s green consumption behavior were in the rank of the isolation of environmental waste, the purchasing behavior of green product, the recycling environmental resource, and citizen’s participating roles in environmental activity. 2) the new generation’s consumer roles showed a significant differences, according to variables for the environmental value, environmental education, and participation of the environmental and societal activity 3) the green consumption behavior for the new generation consumers showed a significant differences, according to sex, environmental value, participation of the environmental and societal activity. 4) the most influential variables for the green consumption behavior of the new generation consumers were in the rank of consumer roles, educational values, and the participation of the environmental activity. As we see above, the consumer education for the new generations needs to focus on consumer’s roles that let them participate voluntarily in environmental and societal activity, as well as practice positively to use green environmental products whenever they select some items in the markets.

• 한국의류학회지
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• 제46권3호
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• pp.513-529
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• 2022

Based on the stimulus-organism-response model, this study investigated the effects of three types of green performance appeals (i.e., before-, after-, and before/after-appeals) on consumer word of mouth (WOM) mediated by anticipatory hope. As the degree of consumer susceptibility to advertising varies by individual, individual perceived consumer effectiveness (PCE) was examined as a moderated mediating variable. A total of 191 responses were analyzed using SPSS 27.0 for analysis of variance and PROCESS procedure. Results showed the mediating role of anticipatory hope between advertising appeals and WOM: participants reported greater anticipatory hope when they viewed the advertisement with after- and before/after-appeals. This mediation was moderated by participants' PCE. The effect of green performance appeals on WOM was mediated by participants' anticipatory hope when their PCE was low; however, when participants' PCE was high, the mediation was not significant. The findings show that advertising appeals highlighting the effectiveness of green performance can attract consumers who do not believe that product consumption affects a sustainable environment and spread WOM. This research provides insights to fashion brands by suggesting effective green advertising strategies that can increase consumers' voluntary information-sharing behavior.

• 한국신재생에너지학회:학술대회논문집
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• 한국신재생에너지학회 2009년도 춘계학술대회 논문집
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• pp.196-199
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• 2009

Korean government decided to give a subsidy for renewable energy system of green home. This policy will make an appeal to consumers. But For success of this policy, Economic benefit of consumer is essential. In this study, benefit and cost is seperated to consumer part and government part, respectively. consumer's benefit is energy saving and asset value increment. Consumer's cost is real input money except government's subsidy. Government's benefit is consist of energy import reduction, carbon discharge reduction and new production increment, As a result, the government subsidy will not so enough to activate the green home. PV system for the korean general apartment has the payback period of 19 years. So, For the dissemination of renewable energy of green home, more strong subsidy policy and more economic technoloy development is requested.

• 가족자원경영과 정책
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• 제13권4호
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• pp.115-139
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• 2009

This study focused on the development of a scale measuring the effect of consumer education. The purposes of this study were to develop a tool which could measure consumer knowledge, consumer attitudes and consumer behavior. Data were collected from 266 college students. Analysis was done using frequency, cross tabulation analysis, reliability test, principle components factor analysis, confirmatory factor analysis (Amos 5.0), and multiple regression analysis. The results from this study were as follows: 1) Nine consumer knowledge factors (23-items) were identified: consciousness of consumer education and evaluation, consumer rights and allowance management, methods of consumer education and consumer institutions, green energy and environmental consumption, essence and content of consumer education, consumer rights and consumer duty, critical consideration and consumer's damage salvation, buying minds and decision-making, independent consumers. Total variance was 58.4%. Cronbach's alpha for the nine factors ranged from .68-.79. 2) Five consumer attitude factors (26-items) were identified: green environmental consumption, consumer's role and rights, resources saving and consumer's damage salvation, consciousness of consumers, and right consumption. Total variance was 59.2%. Cronbach's alpha for the five factors ranged from .89-.94. 3) Seven consumer behavior factors (27-items) were identified: social role and rights of consumer and consumer movement, right buying and segregated garbage collection, green environmental consumption and resources saving, altruism and decision-making, allowance management and impulse buying, consumer's damage salvation, and consciousness of consumer. The total variance was 59.1%. Cronbach's alpha for the seven factors ranged from .77-.88. Finally, a scale measuring the effect of consumer education consisting of 76 items (consumer knowledge: 23 items (9 factors), consumer attitude: 26 items (5 factors), consumer behavior: 27 items (7 factors)) was constructed.