This study segmented green consumers on the basis of environmental consciousness, knowledge about green consumption, and green consumption behaviors and analyzed the difference of willingness to purchase green products among the groups in order to increase the participation in green consumption vita...
This study segmented green consumers on the basis of environmental consciousness, knowledge about green consumption, and green consumption behaviors and analyzed the difference of willingness to purchase green products among the groups in order to increase the participation in green consumption vitalization. The data was collected from 300 university students in Yeungnam region by a self-administered questionnaire. Frequencies, factor analysis, Cronbach's ${\alpha}$, cluster analysis, discriminant analysis, chi-square test, one-way analysis of variance, and Duncan's multiple range test were conducted by SPSS Windows V.21.0. According to the factor analysis, environmental consciousness was categorized into 4 factors such as perception of seriousness of environmental issue, perception of responsibility for environment protection, perception of convenience of green life, and perception of importance of green consumption behaviors. The result of cluster analysis showed that green consumers were identified into 3 groups: non-green consumer group, passive green consumer group, and active green consumer group. Perception of convenience of green life, perception of seriousness of environmental issue, perception of responsibility for environment protection, and perception of importance of green consumption behaviors in order contributed to the segmentation of green consumers in the discriminant analysis. In addition, only age in the demographic characteristics was significantly different among 3 groups. On the other hand, the active green consumer group generally showed higher level of the willingness to purchase green products than the other groups. These results imply that differentiation strategies should be applied to each group for green consumption vitalization.
This study segmented green consumers on the basis of environmental consciousness, knowledge about green consumption, and green consumption behaviors and analyzed the difference of willingness to purchase green products among the groups in order to increase the participation in green consumption vitalization. The data was collected from 300 university students in Yeungnam region by a self-administered questionnaire. Frequencies, factor analysis, Cronbach's ${\alpha}$, cluster analysis, discriminant analysis, chi-square test, one-way analysis of variance, and Duncan's multiple range test were conducted by SPSS Windows V.21.0. According to the factor analysis, environmental consciousness was categorized into 4 factors such as perception of seriousness of environmental issue, perception of responsibility for environment protection, perception of convenience of green life, and perception of importance of green consumption behaviors. The result of cluster analysis showed that green consumers were identified into 3 groups: non-green consumer group, passive green consumer group, and active green consumer group. Perception of convenience of green life, perception of seriousness of environmental issue, perception of responsibility for environment protection, and perception of importance of green consumption behaviors in order contributed to the segmentation of green consumers in the discriminant analysis. In addition, only age in the demographic characteristics was significantly different among 3 groups. On the other hand, the active green consumer group generally showed higher level of the willingness to purchase green products than the other groups. These results imply that differentiation strategies should be applied to each group for green consumption vitalization.
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