소비자 혁신성향이 친환경제품 만족도에 미치는 영향

Effects of Consumer Innovativeness on Environment-friendly Product Satisfaction

Purpose - Environment-friendly behaviors are diverse and can be motivated by different factors. For example, magnitude of factors affecting recycling behavior could be different from those affecting purchasing of environmentally-friendly products. In this study, the focus is on usage satisfaction of consumers who have purchased environmentally-friendly products. Research design, data, and methodology - For this purpose, data were collected from a total of 345 users of environmentally-friendly products, consisting of 177 users of electric vehicles and 168 users of environmentally-friendly detergents. The study analyzed the relationships among consumer’s innovation propensity, consumer’s environmental concern, and usage satisfaction. In addition, the moderating effect of the product’s innovativeness was examined. Results - The result shows that there is a relationship between consumer’s innovation propensity and consumer’s environmental concern. In particular, it is shown that both consumer’s innovation propensity and consumer’s environmental concern have positive effects on usage satisfaction. Further, there was a moderating effect of the product’s innovativeness. Namely, products rated higher in innovativeness showed a greater effect of consumer’s innovation propensity on usage satisfaction. The degree of the product’s innovativeness also affected the directional paths of the relationships. In the electric vehicle (i.e., high product innovativeness) case, consumer’s innovation propensity had a direct effect on usage satisfaction, as well as an indirect effect through consumer’s environmental concern. In the environmentally-friendly detergent (i.e., low product innovativeness) case, consumer’s innovation propensity only had an indirect effect on usage satisfaction, through consumer’s environmental concern. Conclusions - Theoretical contributions of this study are as follows. Foremost, this is the first study that suggests an existence of a relationsh