중국소비자의 환경지식과 관심이 친환경제품 구매의도에 미치는 영향

The Impact of Chinese Consumers' Environmental Knowledge and Concern on Purchasing Intention to Green Products -Focusing on the Moderating Effect of Idiocentrism-

The Chinese consumer is increasingly concerned about the quality of the country 's air and water after China experienced numerous environmental problems. In other words, Chinese consumer is becoming more environmental conscious and showing more interest in green products. Therefore, it has become clear that the prediction of Chinese consumers' green purchasing behavior needs to be analyzed more comprehensively. The aim of this study is to identify the interrelationships between environmental knowledge and concern, and test the main impact of environmental knowledge and concern on purchasing intention to green products. And eventually, tests how idiocentrism moderates the impacts of environmental knowledge and concern on purchasing intention to green products. The data were collected from 200 consumers who live in Beijing, Shanghai, and Chingdao. And the data were analyzed using frequence, reliability, and factor analysis, and MRA(Moderated Regression Analysis) with SPSS 20.0. The findings can be summarized as follows: First, environmental knowledge and concern have positive interrelationships. Second, Environmental knowledge had a significant positive impact on purchasing intention to green products and environmental concern also had a significant positive impact on purchasing intention to green products. Third, Chinese idiocentrism had negative and statistically significant moderating effect on the impacts of environmental knowledge and concern on purchasing intention to green products. At the end of this study, the theoretical and managerial implications and research limitations and future directions are suggested.