탄소배출량 정보에 따른 저탄소 녹색관광상품 구매의도의 영향

Effect of Low-Carbon Environmental Information on Purchase Intention Toward Green Tourism Products

This study investigated the attribute-utility difference in the effects of low-carbon information on purchase intentions of green tourism products. This study also examined a variation of environmental consequences might incline subjects to choose more environmentally friendly alternatives. In this pursuit, it examined the utility difference by using five determinants such as transportation, lodging facilities, organic food, leisure and resource product. Data were collected through survey of 239 visitors to the Bomum Special Tourist Complex in Gyeongju, South Korea. Conjoint, t analysis, and ANOVA were performed to determine effects of attributes of low-carbon green tourism. As a result of the research, in the same as their purchase intentions toward low-carbon green tourism products prior to disclosure of information on carbon emissions, low-carbon food, food materials, accounting for 27.782%, was regarded the most important. Moreover, as shown in utilities according to attribute levels, the use of carbon-emitting transportation was shown -0.007 and bicycle/walking was shown 0.007, indicating the effect of low-carbon transportation towards purchase intention. This implies that eco-labels promote the choice of environmentally benign alternatives.