중국 소비자의 자아존중감이 친환경 제품 구매의도에 미치는 영향

• 영문명: The Effect of Chinese Consumers' Self-Esteem on Their Purchase Intention of Eco-Friendly Products -Focused on the Strategic Implications for Export to China-
• 발행기관: 한국무역연구원
• 저자명: 반휘풍(Hui Feng Pan) 박상규(Sang Kyu Park) 김문섭(Moon Seop Kim)
• 간행물 정보: 『무역연구』제11권 제2호, 397~414쪽, 전체 18쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2015.04.30

영문 초록

China has become the first largest export market for Korean companies. Thus, Korean companies have exerted efforts to increase their exports to the Chinese market. This study aimed to determine how these companies can cope with Chinese consumers' increasing interest in the environment. For this purpose, this research focused on the self-esteem of Chinese consumers and examined the influence of self-esteem on the purchase intention of eco-friendly products through environmental concern and environmental knowledge. The data from 297 Chinese consumers in Shandong division are analyzed. Results show that self-esteem has positive impacts on the environmental concern and knowledge. Moreover, environmental concern and knowledge have positive impacts on the purchase intention of eco-friendly products. These results suggest that Korean companies who want to export eco-friendly products to China need to target consumers with high self-esteem. Therefore it is imperative that an environment campaign enhancing environmental concern and environmental knowledge be initiated in China.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구모형 및 가설설정

Ⅳ. 실증분석

Ⅴ. 결론

References

키워드

Eco-Friendly Product Environmental Concern Environmental Knowledge Purchase Intention Self-Esteem