중국 소비자의 자아존중감이 친환경 제품 구매의도에 미치는 영향

The Effect of Chinese Consumers' Self-Esteem on Their Purchase Intention of Eco-Friendly Products -Focused on the Strategic Implications for Export to China-

China has become the first largest export market for Korean companies. Thus, Korean companies have exerted efforts to increase their exports to the Chinese market. This study aimed to determine how these companies can cope with Chinese consumers' increasing interest in the environment. For this purpose, this research focused on the self-esteem of Chinese consumers and examined the influence of self-esteem on the purchase intention of eco-friendly products through environmental concern and environmental knowledge. The data from 297 Chinese consumers in Shandong division are analyzed. Results show that self-esteem has positive impacts on the environmental concern and knowledge. Moreover, environmental concern and knowledge have positive impacts on the purchase intention of eco-friendly products. These results suggest that Korean companies who want to export eco-friendly products to China need to target consumers with high self-esteem. Therefore it is imperative that an environment campaign enhancing environmental concern and environmental knowledge be initiated in China.