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ISSN : 1225-4517(Print)
ISSN : 2287-3503(Online)
Journal of Environmental Science International Vol.27 No.12 pp.1195-1203
DOI : https://doi.org/10.5322/JESI.2018.27.12.1195

Moderating Effect of Situational Factors on Purchase Intention and Purchase Behavior for Environmentally Friendly Products

Sa-Won Kim, Soo-Hyung Lee*
Dept. of Business Administration, Kyungpook National University, Daegu 41556 Korea
*Corresponding author: Soo-Hyung Lee, Department of Business Administration, Kyungpook National University, Daegu 41556, Korea Phone: +82-53-950-5434

Abstract

Many consumers intend to make environmentally purchase. However, this is not always what occurs. A gap exists between consumer intentions to purchase environmentally friendly products and their actual purchase behavior. In this study, we examined the effect of situational factors such as price sensitivity, product quality perception, and label trust on the relationship between purchase intention and purchase behavior for environmentally friendly products. First, we conducted a theoretical consideration through a review of literature on price sensitivity, product quality perception, label trust, purchase intention and purchase behavior. Based on the literature review, we designed a structural model and developed the hypotheses. Next, we collected data using a survey and processed them statistically in order to verify the hypotheses. A total of 213 samples were collected and the data were analyzed using a structural equation model (LISREL 8.70). The results suggest that the situational factor of label trust has a moderating effect on the relationship between purchase intention and purchase behavior for environmentally friendly products. However, price sensitivity and product quality perception have no moderating effect. This means that trust in labels is important when consumers want to buy environmentally friendly products. Although this study has some limitations, it is expected that it will positively trigger follow-up research.

친환경 제품 구매의도와 구매행동 간의 상황적 요인의 조절효과

김사원, 이수형
경북대학교 경영학부

초록

 

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