Recently, consumers are increasingly feeling threatened with the environment due to frequent fine dust, abnormal climate, and recycling problems. Consumers are aware of environmental issues and are also showing environmentally friendly behavior and positive attitude toward environmental product cons...
Recently, consumers are increasingly feeling threatened with the environment due to frequent fine dust, abnormal climate, and recycling problems. Consumers are aware of environmental issues and are also showing environmentally friendly behavior and positive attitude toward environmental product consumption.
The majority of consumers who are generally interested in the environment are supportive of buying environmentally friendly products. But their support is not really linked to green product purchasing behavior. In particular, there has been an increase in people willing to purchase environmentally friendly products in the past few years, but there is little evidence that there has been an increase in the purchase of environmentally friendly products. There is still a lack of research on consumer behavior on environmental product consumption, and further studies are needed on the inconsistency between the intent to purchase environmentally friendly products and purchasing behavior. Also, even though consumers are environmentally conscious, they do not always buy environmentally friendly products. In addition to evaluating the various product attributes when choosing a product, it was noted that ecological factors were relevant. Situational factors also prevent environmentally responsible purchases and reduce the impact of positive environmental attitudes. In order to resolve the inconsistency between environmental issues and behaviors, the focus should be on situational variables that can moderate the impact of environmental issues on purchasing behavior.
Therefore, the purpose of this study was to examine the impact of environmental concern, environmental knowledge, and consumer effectiveness perception on purchasing intention. It also identifies the adjustment effects of situational factors in terms of purchasing intention and purchasing behavior, presents specific measures, and provides companies with implications for marketing strategies for environmentally friendly products.
We suggested the hypothesis that environmental concern, environmental knowledge and consumer effectiveness perceptions, which are the dimensions of environmental consciousness, affect the intention of purchasing environmentally friendly products, and then the behavior of purchasing environmentally friendly products. We also presented the hypothesis that the situational factors(price sensitivity, product quality perception, label reliability, and purchase availability) have a moderated effect on the purchase intention and purchasing behaviour.
The questionnaire surveys were targeted for the consumers who had purchasing experiences for the environmentally friendly foods. A confirmatory factor analysis using SPSS 21.0 was performed as a primary method of statistical analysis for testing reliability and validity of the scales. SEM(Structural Equation Model) of AMOS 21.0 was used to test the hypotheses.
The fit statistics of all analyses indicated the satisfactory fits between the models and the data. The estimates for the path coefficients and test results of hypotheses were summarized below.
The results of the structural analysis showed that environmental knowledge and consumer effectiveness perception affect purchasing behavior through intention to purchase environmentally friendly products. However, environmental concerns did not affect purchasing behavior through intention to purchase environmentally friendly products.
According to the adjustment analysis of the situational factors, price sensitivity and product quality perception have been studied as the biggest barrier to purchasing environmentally friendly products in existing studies, but the difference in purchasing behavior between groups with high price sensitivity and low group. However, it was confirmed that label reliability and ease of purchase are barriers and facilitation factors to purchase environmentally friendly products, as have been the case with previous studies.
Consumers purchasing environmentally friendly products appears to be influenced by their knowledge of the environment, and companies should focus not only on promoting products but also on conveying knowledge about the environment so that many consumers can accumulate knowledge about the environment. It can also be expected that further sales of environmentally friendly products will increase in the future if consumers continue to convey information about how their actions will affect the environment. Also, since consumers' environmental concerns do not directly affect the purchase of environmentally friendly products, it will be more effective to stress both environmental concerns and the health of consumers themselves and their families.
Label trust and ease of purchase were shown as barriers to purchase and promotion factors. Environmentally friendly food producers will have to award and manage labels on a strict and objective basis so that consumers can trust their labels. In addition, we will have to be careful about the management of environmentally friendly foods in large stores through smooth communication between environmentally friendly food producers and sellers so that consumers can easily purchase them.
Recently, consumers are increasingly feeling threatened with the environment due to frequent fine dust, abnormal climate, and recycling problems. Consumers are aware of environmental issues and are also showing environmentally friendly behavior and positive attitude toward environmental product consumption.
The majority of consumers who are generally interested in the environment are supportive of buying environmentally friendly products. But their support is not really linked to green product purchasing behavior. In particular, there has been an increase in people willing to purchase environmentally friendly products in the past few years, but there is little evidence that there has been an increase in the purchase of environmentally friendly products. There is still a lack of research on consumer behavior on environmental product consumption, and further studies are needed on the inconsistency between the intent to purchase environmentally friendly products and purchasing behavior. Also, even though consumers are environmentally conscious, they do not always buy environmentally friendly products. In addition to evaluating the various product attributes when choosing a product, it was noted that ecological factors were relevant. Situational factors also prevent environmentally responsible purchases and reduce the impact of positive environmental attitudes. In order to resolve the inconsistency between environmental issues and behaviors, the focus should be on situational variables that can moderate the impact of environmental issues on purchasing behavior.
Therefore, the purpose of this study was to examine the impact of environmental concern, environmental knowledge, and consumer effectiveness perception on purchasing intention. It also identifies the adjustment effects of situational factors in terms of purchasing intention and purchasing behavior, presents specific measures, and provides companies with implications for marketing strategies for environmentally friendly products.
We suggested the hypothesis that environmental concern, environmental knowledge and consumer effectiveness perceptions, which are the dimensions of environmental consciousness, affect the intention of purchasing environmentally friendly products, and then the behavior of purchasing environmentally friendly products. We also presented the hypothesis that the situational factors(price sensitivity, product quality perception, label reliability, and purchase availability) have a moderated effect on the purchase intention and purchasing behaviour.
The questionnaire surveys were targeted for the consumers who had purchasing experiences for the environmentally friendly foods. A confirmatory factor analysis using SPSS 21.0 was performed as a primary method of statistical analysis for testing reliability and validity of the scales. SEM(Structural Equation Model) of AMOS 21.0 was used to test the hypotheses.
The fit statistics of all analyses indicated the satisfactory fits between the models and the data. The estimates for the path coefficients and test results of hypotheses were summarized below.
The results of the structural analysis showed that environmental knowledge and consumer effectiveness perception affect purchasing behavior through intention to purchase environmentally friendly products. However, environmental concerns did not affect purchasing behavior through intention to purchase environmentally friendly products.
According to the adjustment analysis of the situational factors, price sensitivity and product quality perception have been studied as the biggest barrier to purchasing environmentally friendly products in existing studies, but the difference in purchasing behavior between groups with high price sensitivity and low group. However, it was confirmed that label reliability and ease of purchase are barriers and facilitation factors to purchase environmentally friendly products, as have been the case with previous studies.
Consumers purchasing environmentally friendly products appears to be influenced by their knowledge of the environment, and companies should focus not only on promoting products but also on conveying knowledge about the environment so that many consumers can accumulate knowledge about the environment. It can also be expected that further sales of environmentally friendly products will increase in the future if consumers continue to convey information about how their actions will affect the environment. Also, since consumers' environmental concerns do not directly affect the purchase of environmentally friendly products, it will be more effective to stress both environmental concerns and the health of consumers themselves and their families.
Label trust and ease of purchase were shown as barriers to purchase and promotion factors. Environmentally friendly food producers will have to award and manage labels on a strict and objective basis so that consumers can trust their labels. In addition, we will have to be careful about the management of environmentally friendly foods in large stores through smooth communication between environmentally friendly food producers and sellers so that consumers can easily purchase them.
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