• 품질경영학회지
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• 제49권2호
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• pp.171-181
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• 2021

Purpose: This study aims to identify effective ways to induce water resources conservation for general water consumers. Methods: In order to find the core factors to motivate water saving behavior for general consumers, this study utilized the theory of reasoned action which is well known as one of the most frequently used theory in consumer's green behavior analysis. Results: Among six hypothesized relationships in the research model four were proved to be statistically significant. The relationship between attitude toward water savings and the water saving behavior was found to be significant but only through the behavioral intention. Conclusion: Consumers with positive attitude on water conservation will practice water saving behavior with behavioral intention. However, consumers only with high knowledge on water conservation naturally and habitually practice water saving behavior without recognizing the intention to save the water. Thus, both positive attitude on the water conservation and subjective norm must be satisfied since the two factors tend to lead to actual green behavior using different psychological routes.

• 가정과삶의질연구
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• 제14권3호
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• pp.197-210
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• 1996

The purpose of this study was to investigate the correlation and the influence of the environmental education and the environmental awareness on environmental awareness behavior of consumer. the finding were as follows; The environmental awareness behavior of consumer had significant difference according to degree of education and house pattern but had no significant difference according to state of job. The environmental education had significant difference all type in environmental awareness behavior of consumer but the environmental awareness had significant difference except II(behavior of purchase in green product), The correlation among the environmental education the environmental awareness and the environmental awareness behavior of consumer was very high but the environmental education and type II in the environmental awareness behavior of consumer was very. low The environmental education and the environmental awareness had direct and indirect influence on the envir nmental awareness behavior of consumer expect type II.

• 무역학회지
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• 제46권6호
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• pp.109-125
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• 2021

China has achieved remarkable economic growth through an extended period of rapid industrialization. However, adverse environmental issues have become more prevalent during this time of development. In particular, car exhaust emissions in the country have become one of the most substantial causes of environmental degradation in China. To combat these issues, the Chinese government is actively implementing green car policies to mitigate the negative environmental concerns. Likewise, Chinese consumers' interest in green cars has also increasing. Despite these changes in consumer perceptions, research on Chinese consumers' green consumption behavior is still in its infancy. Therefore, an empirical study was conducted to measure the relationship between zhongyong(中庸) values, new ecological paradigm(NEP), and green consumption behavior for 334 Chinese consumers. As a result, the study found that the three sub-dimensions of zhongyong(中庸) values(multi-dimensionality, flexibility and compatibility) and NEP had a significantly positive(+) effect on the purchase intention of green cars. It was also found that NEP positively mediates the effect of flexibility and harmony on purchase intention of green cars. This study is expected to provide academic outcomes on China, which is currently the world's fastest growing green car market, as well as providing practical strategic implications for establishing unique green marketing strategy for China.

• 한국콘텐츠학회논문지
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• 제21권2호
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• pp.562-571
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• 2021

본 연구는 친환경 화장품에 대한 소비가치가 소비자 효과성과 시장 영향력, 그리고 친환경 화장품 구매행동과의 관계를 공분산 모델을 통해 검증하였다. 조사대상은 최근 6개월 이내 친환경 화장품을 구매한 적이 있는 20대 이상 여성 소비자로 2020년 5월 17일부터 5월 30일까지 온라인 전문조사기관의 패널을 통해 300부를 최종분석에 사용하였다. 분석결과, 친환경 화장품에 대한 소비가치로 기능적 가치, 사회적 가치, 녹색 소비가치가 도출되었다. 사회적 가치와 녹색소비가치는 소비자 효과성과 시장 영향력에 유의한 영향을 미치는 것으로 나타났으나 기능적 가치는 영향관계가 확인되지 않았다. 또한, 소비자 효과성과 시장 영향력은 친환경 화장품 구매행동을 증진 시키는 것으로 확인되었다. 본 연구를 통해 친환경 화장품 구매에 있어서 환경문제에 대한 지각수준(소비자 효과성, 시장 영향력)이 가지는 중요성을 규명하였고 소비자들에 대한 이해를 바탕으로 친환경 제품 개발과 마케팅전략 수립에 유용한 자료로 활용되기를 기대한다.

• 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.

• Asia Marketing Journal
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• 제19권4호
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• pp.87-114
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• 2018

The objective of this study is to find the effects of consumer values on eco-friendly buying behavior. This study examines environmental attitudes and involvement as moderating variables to explain eco-friendly buying behavior of consumers. Hypotheses were developed based on Focus Group Interviews, Depth Interviews, and literature reviews. To test such hypotheses, questionnaires were distributed and collected among female adults aged 18 or above, and who are either office workers or housewives. The analysis results show that personal values, sociocultural values, and values related to ecofriendly products affect consumers in their eco-friendly buying behavior. Among those values, concern about safety and health, eco-friendly culture and trend, willingness to pay price premiums and functional effects of eco-friendly products have significant effects on eco-friendly buying behavior. Reflecting these results, business marketers must appeal to consumers with more focus on safety and health, perceived consumer effectiveness, self-monitoring, eco-friendly culture and trend, media exposure, willingness to pay price premiums, design excellence and functional effects, to implement marketing communication strategies accordingly.

• 한국유기농업학회지
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• 제19권3호
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• pp.309-327
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• 2011

The paper analyzed on the level of consumer member's awareness to green marketing strategies (4P's; product, price, place and promotion strategies) of Hansalim specialty shops for environmentally friendly agri-products. For the study, Hansalim-Cheonanasan members had been surveyed. Consumers purchase environmentally friendly agri-products because quality and freshness of those is good. The difference in amount of the average monthly purchase between loyal customers and disloyal customers is about 130,000 won. And customer's awareness is that the first is promotion strategy, the second product strategy, the third place strategy, the last price strategy. The average monthly purchase is related with product strategy in correlations between the 4P's each other. If Hansalim maintains a product strategy, promotes extensively and keeps their product standard, more consumers will purchase Hansalim products because the most important one of effect of green marketing strategies on consumer behavior is products. Hansalim needs to go into action to increase recognition. Some of consumers have misconcepts or don't know about the 4P's well. If Hansalim promotes positively considering interrelationship about 4P's strategies or other strategies, the consumers awareness will be changed more effectively. This study shows that balanced 4P's is better than only one superior strategy because of the correlation amomg green marketing strategies.

• The Journal of Asian Finance, Economics and Business
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• 제8권10호
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• pp.197-205
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• 2021

This study aims to investigate factors influencing customer behavior towards nylon bags and single-use plastics. These factors are environmental protection awareness, health protection awareness, sense of responsibility, expectations, and green marketing. A quantitative method with the use of surveys is deployed to collect data of young people under 30, generating 1650 valid responses. The collected data is then analyzed with SPSS 22, using Cronbach's Alpha and Exploratory Factor Analysis to test the reliability of the model before validating the hypotheses by regression analysis. The study found that the majority of respondents are inclined to use plastic bags, despite their environmental awareness. The results also demonstrate that health consciousness, environmental concerns, self-driven responsibility for the sustainability of young people have a significant impact on their behaviors in using nylon bags and plastic products, whereas expectation and green marketing are confirmed not to be the factors. The study suggests that if green marketing is to gain higher influence, an increase in research and development to support other environmentally friendly packaging would be the right path. Finally, this research proposes some feasible recommendations for the government, which include imposing bolder and more targeted environmental policies on consumers and introducing educational campaigns to raise awareness about minimizing plastic consumption.

• The Journal of Asian Finance, Economics and Business
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• 제7권6호
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• pp.241-254
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• 2020

As environmental concerns continue to grow, green supply chain management (GSCM) is attracting attention as an element of competitive advantage for companies. This study examined internal GSCM practices to show how they influenced the end-point of the supply chain from the perspective of the end-consumer. It identified the effects of environmental concerns on consumer purchasing behavior mediated by the company image of internal GSCM practices. Data were collected through an email survey of Korean consumers. Reliability and validity were verified using SPSS 18.0. Cronbach's alpha, and confirmatory factor analysis. The results showed that environmental concerns had a positive impact on such practices, and the image of internal GSCM practices was found to have a significantly positive effect on consumer purchasing behavior. Companies will have to actively reflect environmental factors in their operational activities, and GSCM implementation will become a necessity. A positive image of internal environmental management and eco-design, which are key elements of internal GSCM practices, strengthened the company's eco-friendly image and ultimately affected consumer purchasing behavior. This suggests that it is important for companies to evaluate their environmental attitude and make eco-friendly products from a consumer's perspective, making it a differentiation strategy for a company in building an eco-friendly corporate image.

• 벤처창업연구
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• 제7권4호
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• pp.55-64
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• 2012

본 연구는 우리나라 소비자의 친환경 제품에 대한 태도와 구매행동에 영향을 미치는 요인을 분석하기 위해 수행되었다. 연구 모델은 가치-태도-행동(V-A-B) 모델에 기초하여 가치와 개성 변수가 친환경 제품에 대한 태도에 영향을 미치며 친환경제품에 대한 태도는 친환경 제품의 구매행동에 영향을 미치는 형태로 구성하였다. 모델에서 가치 변수는 이타주의와 집단주의, 개성 변수로는 우월감과 포용력을 선택하였다. 514개 설문의 분석 결과 이타주의, 집단주의, 포용력은 친환경 제품에 대한 태도에 정(+)의 영향을 미치는 것으로 나타났으나, 우월감은 유의한 영향을 미치지 않는 것으로 나타났다. 그리고 친환경 제품에 대한 태도가 긍정적일수록 친환경 제품을 구매하고 있는 것으로 분석되었다. 소비자가 친환경 제품을 구입할 때 우려하는 요소로는 높은 가격과 친환경 제품의 이익에 대한 불신이 가장 크게 조사되었다. 본 연구의 결과를 바탕으로 그린 마케팅은 친환경 제품의 사회적 가치를 알리고 친환경 제품의 소비자 이익을 신뢰할 수 있는 방법으로 제시하는 것이 중요하다는 것을 강조한다.