Impact of Environmental Perception among Consumers on Using Intention of Eco-friendly Products: Focusing on Mediating Effect of Ethical Consumer Behavior and Price Sensitivity

• 발행기관: 한국유통과학회
• 저자명: Hoe Chang Yang Tae Jeom Han
• 간행물 정보: 『KODISA ICBE (International Conference on Business and Economics)』2014 International Conference on Business and Economics (ICBE 2014), 181~188쪽, 전체 8쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2017.07.31

영문 초록

Purpose - This study aims to identify the effect of corporate eco-friendly marketing which focuses on corporate social responsibility for environment and natural preservation and protection and environmental concern among consumers. As the previous researchers reported that it is rare that many consumers who have positive perception of eco-friendly products and show purchase intention for such products actually do not purchase them, this study intends to look for a clue that corporate eco-friendly marketing can be successful by identifying how purchase behavior is influenced by two variables: consumer's perception of ethical consumer behavior and price sensitivity. Research design, data and methodology - To conduct this study, a survey was carried out in consumers living in Geumcheon-gu, Seoul. 106 questionnaires in total were returned. Among which, valid 92 questionnaires were used for analysis. As research model, a structured model was established to see how consumer's perception of ethical consumer behavior and price sensitivity are influential in relation to the impact of consumer's perception of eco-friendliness on using intention of eco-friendly products and then frequency analysis, descriptive statistic analysis, correlation analysis, simple regression analysis, multiple regression analysis, and 3-step mediated regression analysis were conducted using SPSS 19.0 and AMOS 19.0 and structural equating model path analysis was used to verify which path is properly influential to the using intention. Results - It is found that three factors of eco-friendly perception all have a positive impact on ethical consumer behavior, thus lowering price sensitivity. In particular, it is found that environmental knowledge and environmental concern are important to promote ethical consumer behavior. As a result of mediating effect verification, it is found that ethical consumer behavior promotes environmental perception and using intention positively and price sensitivity mit

목차

Abstract

1. Introduction

2. Theoretical Background

3. Research Design, Data, and Methodology

4. Empirical analysis

5. Conclusion

References

키워드

Eco-friendly product Environmental perception Using intention Ethical Consumer Behavior and Price Sensitivity