환경친화적 소비자의 구매행동에 관한 연구

A Study on the Buying Behavior of Environmentally-Friendly Consumer - Focus on the Involvement of the Green Product -

Environmentally-friendly consumers can exhibit environmental responsibility by acquiring and using green products, neglecting to acquire and use non-green products. This paper argues that environmentally-friendly consumer research can be enhanced by the application of the green product involvement and the symbolic interactionist perspective. The purpose of this paper is to examine the literature regarding green marketing and environmentally-friendly consumers, introduce the green product involvement construct and the symbolic interactionism perspective, and enhance the behavior research of environmentally- friendly consumers. This paper has attempted to show the potential for combining environmentally-friendly consumers with the green product involvement construct and the symbolic interactionism perspective. Consumers attempt to preserve or enhance their self-image by buying products they believe are congruent with that self-image and avoiding products that are not. Self-image is a powerful concept which has many implications and applications in the field of consumer behavior. The results of this research have discovered that the concern for the environment results in the green product involvement, which in turn relates to information search, buy intention, brand loyalty, opinion leadership, innovativeness. Future research is needed to test the proposed relationships and further establish and refine reliable/valid measures of constructs.