환경지식과 환경관심이 친환경 와인 구매의도에 미치는 영향

The Effect of Environmental Knowledge and Environmental Concern on the Purchase Intention of Eco-Friendly Wine: Focusing on the Moderating Role of Customer Involvement

제품의 생산과 소비 패턴에 의해 많은 환경문제가 야기되고, 이는 와인에 있어서도 마찬가지이다. 또한 심각해지는 환경문제에 환경관심과 환경지식이 미치는 영향을 확인해 볼 필요가 있다. 본 연구는 친환경 와인에 대한 고객의 구매의도에 환경지식과 환경관심이 미치는 영향을 측정하고, 관여도의 조절효과를 확인하고자 하였다. 본 연구의 목적을 달성하고자 2016년 1월 18일부터 3월 18일까지 일반인 고객을 대상으로 설문조사를 실시하였으며, 총 197부를 사용하여 SPSS 21.0과 AMOS 18.0 통계 패키지로 경로분석을 수행하였다. 분석결과, 환경지식은 태도에 유의한 영향을 미쳤고, 또한 태도는 구매의도에 유의한 영향을 미쳤다. 하지만 환경관심은 태도에 통계적으로 유의한 영향을 미치지 않았고, 관여도의 조절효과도 확인되지 않았다. 본 연구의 결과는 친환경 와인 소비자를 위한 마케팅 전략에 실무적 시사점을 제공할 것이다.

Environmental problems are caused directly and indirectly by the patterns of production by industries, patterns of consumer consumption and consumer behavior. The same patterns apply to the production and consumption of wine. An increase in environmental concern is a necessary requirement for future generations as is knowledge about the effects and consequences of ongoing environmental deterioration. The purpose of this study was to examine the effect of environmental knowledge and environmental concern on the purchase intention of eco-friendly wine. It was also proposed that involvement moderated the relationship between antecedents (i.e., environmental knowledge and environmental concern) purchase intention. This study was conducted using a survey of 197 customer-respondents who were selected using convenience sampling from January to March 2016. The collected data were analyzed using both SPSS 21.0 and Amos 18.0 statistical analysis programs. The results demonstrate that environmental knowledge had a positive effect on attitude and this attitude subsequently had a positive effect on purchase intention. On the contrary, eco-friendly concern had no positive effect on attitude. Moreover, it was found that customer involvement did not play a moderating role in the relationship between environmental knowledge, eco-friendly concern and attitude. The results of this study will provide useful information for both eco-friendly consumer management and wine marketing strategies. Finally, practical implications and suggestions for future research are discussed.