소비자의 환경에 관한 사전지식이 탄소라벨이 부착된 제품의 브랜드태도에 미치는 영향

The Effect of Carbon Label on Consumer Brand Attitudes: High or Low Prior Environmental Knowledge

A variety of environmental problems now affect our entire world. As globalization continues and the earth s natural processes transform local problems into international issues, few societies are being left untouched by major environmental problems. One of the largest problems now affecting the world are global warming. To cope with this environmental problem, global companies in the world are attaching carbon labels to the package of their products. The purpose of this paper is to study the role of carbon labels on the products. The results show that consumers present more positive brand attitudes on the product attached carbon labels than the product not attached carbon labels. We divided subjects into two groups. One has high prior knowledge about environments and the other has not. After dividing them, the first has more positive brand attitudes on the product attached carbon labels than the second group.