Impacts of Value Inclination and Self-Expressive Consuming Propensity upon Eco-Friendly Product Purchasing Intention
- Beet-Na Choi Hyen-Ho Lee Hoe-Chang Yang
- 한국유통과학회
- East Asian Journal of Business Management
- vol.4 no.4
- 2014.10
- 39 - 49 (11 pages)
Purpose – This study classified consumers value inclination to find out ways to enhance consumers eco-friendly product purchase intention. Further, it verified the differences among eco-friendly product purchase intentions depending upon value inclination. Research design, data, and methodology – The structured model and hypotheses were established, and 202 copies of effective questionnaires were used. In order to verify the hypotheses, we used single regression analysis, multiple regression, 3-step mediating regression, and path analysis. Results – - Individualism had a positive influence upon materialism, need for uniqueness, and face wants, and collectivism had a positive influence upon materialism only. Factors of self-expressive consumption inclination had a positive influence upon eco-friendly product purchase intention, and factors of value inclination also had a positive influence. Finally, self-expressive consumption inclination mediated between value inclination and eco-friendly product purchase intention. Conclusion – Consumers with individualism inclination felt the need to connect the ownership of an eco-friendly product with their extended self and, further, it was clear that not only the government but also enterprises should build up their public image regarding eco-friendly products.
1. Introduction
2. Theoretical Background
3. Research Models and Hypotheses
4. Methodologies
5. Empirical Analysis
6. Discussion and Limitations
References