저탄소제품 인증 식품의 소비가치, 태도, 구매행동의 구조관계 분석

A Structural Relationship among Consumer Value, Attitude, and Purchase Behavior for the Low-Carb on P roduct C ertified F oods

This study aims to examine the structural relationships among consumer values, attitudes, and purchase behaviors toward foods with the Low-Carbon Product Certification focusing on the Value-Attitude-Behavior (VAB) model. Data were collected from 300 consumers aged 20 years or older through a survey conducted from August 5 to August 11, 2025. The results show that functional, ethical, exploratory, and emotional values significantly influence attitudes, while ethical value directly affects purchase behavior. Mediation analysis further indicates that functional and emotional values indirectly influence purchase behavior through attitudes, and ethical value exerts a stronger effect via attitudes. These findings suggest that strengthening ethical values and fostering positive attitudes are critical to promoting the consumption of Low-Carbon Product Certified foods.