생물다양성 보전 제품에 대한 소비자 구매의도 분석

Study of Consumers Purchase Intentions of Biodiversity products: Applying an extended theory of planned behavior

Convention on Biological Diversity and Nagoya Protocol which purpose is ‘Access to genetic resources and Benefit-Sharing: ABS’ came into effect. Accordingly, Companies utilizing the bio-logical genetic resources elements are worried about the increase in production costs. To solve this problems, it needs research that can be connected with Biodiversity knowledge of consumer and Purchase intention of Biodiversity products. This study is based on the ‘modified theory of planned behavior’ by Shaw&Shui. Research model is Purchase intention of Ethical products affects Purchase intention of Biodiversity products. The results reveal that ⅰ) Purchase intention of Biodiversity products is effected by Purchase intention of Ethical products; and ii) Prior knowledge for Biodiversity have positive effect to purchase intention of Biodiversity products.