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학술저널

소비자의 환경제품 관여도에 관한 연구

A study on the green product involvement of consumers

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The product involvement is the most critical factor that explain the the consumer behavior. It is difined as consumers’ perception of importance or personal relevance for an product. The purposes of this paper are to review the determinants and response behaviors of green product involvement and to present the direction for the marketing strategy. A review of these constructs is presented from extant literature and framework relating the determinants and response behaviors of green product involvement is designed. An empirical study is carried out and results are presented. The results of this research have discovered that (1) the determinants of green product involvment are perceived risk, perceived importance, green product symbolism, environmental condern, health orientedness, etc. and (2) the green product involvement results in information search, opinion leadership, innovativeness, green product loyalty, environment conservation activity etc. These findings help marketer to develop a marketing strategy. Future research is needed to test the proposed relationships and further refine the findings of this research.

Ⅰ. 서론

Ⅱ. 환경제품 관여도에 이론적 고찰

Ⅲ. 환경제품 관여도에 형성요인 및 반응요인

Ⅳ. 실증분석 및 검증

Ⅴ. 결론

참고문헌

Abstract

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