The purpose of this paper is to review the literatures regarding product involvement, self-concept, product symbolism, green productr etc, and design the integrated model of green product involvement. This paper have discovered that, the perceived importance, green self-image, perceived risk, he concern for the environment results in the green product involvement. The green product involvement relates to information search, product loyalty, preference, opinion leadership, innovativeness etc. The proposed model gives many implications for environmental marketing strategy. However, this study has many limitations such as sampling, model design, scale of green product involvement. Future research is needed to test the proposed model and further refine the findings of this research.
1. 서론
2. 환경제품 관여도에 관한 이론적 고찰
3. 환경제품 관여도의 통합적 모형
4. 마케팅 전략적 시사점
5. 결론
참고문헌
Summary
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