친환경 외식 상품의 구매의도 요인 - 소비자 혁신성과 효율성을 중심으로 -

Abstract

This study aimed to examine the effects of consumer innovativeness and perceived consumer effectiveness on eco-friendly product purchase intention in the foodservice industry, focusing on the mediating roles of eco-label trust and eco-friendly consumption self-efficacy. To achieve this purpose, a survey was conducted using Google Forms from February 5 to February 27, 2025, through a snowball sampling method. A total of 191 responses were collected and used for empirical analysis, which was performed using the SPSS 27.0 program. The analysis results showed that all eight proposed hypotheses were supported. Consumer innovativeness and perceived consumer effectiveness had significant positive effects on eco-label trust; these two factors and eco-label trust had significant effects on eco-friendly consumption self-efficacy; and eco-friendly consumption self-efficacy, consumer innovativeness, and perceived consumer effectiveness all had significant positive effects on eco-friendly product purchase intention. Based on these findings, this study suggests that foodservice managers can promote consumers’ eco-friendly purchasing behaviors by enhancing eco-label trust and adopting experiential marketing strategies designed to increase consumer innovativeness and perceived consumer effectiveness.