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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 유통과학연구 유통과학연구 제17권 제10호
발행연도
2019.1
수록면
125 - 134 (10page)

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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 relationship between consumer’s innovation propensity and consumer’s environmental concern. Second, this study showed the positive effect of consumer’s innovation propensity on usage satisfaction of environmentally-friendly products. Third, this study expanded the scope of previous studies by showing the interaction between consumer’s innovation propensity and consumer’s environmental concern. Lastly, this study showed that the effect of these variables on usage satisfaction can differ by the degree of innovativeness of the environmentally-friendly product. The results of the study will have implications for marketers and policy makers in formulating marketing activities and policies.

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참고문헌 (44)

참고문헌 신청
Aaker, J. L. / 1999 / The Malleable Self : The role of self-expression in persuasion / Journal of Marketing Research 36(1):45~57 google schola Ajzen, I. / 1991 / The Theory of Planned Behavior / Organizational Behavior and Human Decision Processes 50(2):179~211 google schola Andrews, J. / 1996 / In Search of The Marketing Imagination: Factors Affecting the Creativity of Marketing Programs for Mature Products / Journal of Marketing Resaerch 33:174~187 google schola Barber, N. / 2012 / Measuring psychographics to assess purchase intention and willingness to pay / Journal of Consumer Marketing 29(4):280~292 google schola Barr, S. / 2007 / Factors Influencing Environmental Attitudes and Behaviors / Environment and Behavior 39(4):435~473 google schola

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