환경제품의 구매의도에 영향을 미치는 요인 간 관계연구
A Study on the Relationship between the Factors Influencing Purchase Intention of Green Products
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21세기에 기업에게 있어 환경문제는 경영활동은 물론이고 기업의 유지․발전에 직접적으로 영향을 미치기도 하고 제약요인으로 작용하기도 한다. 따라서 본 연구에서는 환경친화형 제품의 중요성을 인식하여 소비자들에게 환경제품에 대한 지각적 품질에 영향을 주는 요인은 물론 최종적으로 환경제품의 구매의도에 영향을 미치는 요인들 간 관계를 분석해 보았다. 이를 통해 기업에게 환경제품의 마케팅전략 수립에 보다 유용한 정보와 전략적 시사점을 제공할 수 있기 때문이다. 본 연구의 결과 첫째, 소비자에게 환경제품의 상품성과 환경제품에 대한 지식 및 정보는 환경제품의 지각적 품질수준에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 환경제품의 지각적 품질수준은 환경제품을 사용하고 난 후의 만족도에 유의한 정의 영향을 미치는 것으로 나타났다. 셋째, 환경제품의 지식 및 정보, 환경제품의 광고, 그리고 환경제품을 사용하고 난 후의 만족도는 환경제품의 구매의도에 유의한 정의 영향을 미치는 것으로 나타났다.
Abstract
In 21th-century, the business environments influence directly on both managerial activities and continuous development of the enterprises, and at the same time they act on the restrictive factors. And thus this paper examines the factors affecting the perceived quality of green products for consumers and the factors affecting the purchase intention of green products and the relationship between the factors influencing purchase intention of green products. As the environmental pollution problems cause the direct influences on the living environment and lives of the consumers, managers should focus their managerial efforts on the environmental marketing and green marketing. Nowadays, the tendency toward emphasizing the marketing concept of green marketing is greatly growing day after day, and simultaneously it becomes the important business strategy for marketing activities. The results of this study are as follows. First, the characteristics of green products for consumers and the knowledge and information of those products proved influencing on the quality of green products. Second, the degree of satisfaction after using the green products by consumers influence on the purchase intention of those products. Third, the purchase intention of green products are influenced by the characteristics of those products, knowledge and information of those products, and the degree of satisfaction, however, the advertising of green products proved minor influence on the purchase intention. This paper also aims at presenting the useful information and managerial strategic implications of implementing marketing strategy of green products for business managers by examining the consumers' purchase intention of green products. Last, the limitations of research and directions of future research are suggested.
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