A Study of Consumer-oriented Green Product Acceptance Model

Green consumer behavior is one of the key issues of contemporary marketing research because our society must use limited resources to satisfy unlimited wants of consumers. Environmental concern among average consumers is also growing consistently. However few marketing disciplines have integrated related issues into their literatures. First, to make up for the weak previous research, this study reviews related literatures about green marketing and green consumer behavior. Second, this study also develops causal relationship model and hypothesis to explain green product acceptance process of consumers. To achieve the research objectives, this study investigates consumers' attitude about green product characteristics and their effects on brand attitude and purchase intention. The empirical part utilizes Korean college student data of 232 samples, which were analyzed by applying statistical methods. In this part, the study reports of the connection between perceived energy efficiency, performance, convenience and attitude for green product. Also the relationship between attitude for green product and purchase intention were proved to be significant. Based on the results, this research presents research implications, limitations and further research directions.