제품의 친환경 속성이 소비자의 구매의도에 미치는 영향: 구매목적과 구매시점의 조절효과를 중심으로

초록

Purpose: This study intends to examine the ef f ect of green products’ a ttributes on consumer purchase intentions. Based on the centrality theory, green attributes were classified into central and peripheral attributes, and the causal relationship between green attributes and purchase intentions was examined. In addition, considering the possible eff ects o f situational conditions of green purchase behavior, purchase purpose and timing were examined to see the moderating effects on the relationship between green attributes and purchase intentions. Research design, data, and methodology: In order to test research hypotheses, data w ere collected through an online experimental s urvey with a sample of 300 adult consumers. A guideline was given to help participants understand the conceptual meanings of green products and attributes, and measurement reliability was tested. All the measurement items were derived and modified from the literature and measured by 7-point Likert-type scales. Results: The results show that consumers ‘purchase intentions were greater when the product’s green attributes were peripheral than when they were central. I t was also f ound that purchase purpose had a s ignif icant moderating effect on the relationship between green attributes and purchase intentions. In addition, it was confirmed that purchase timing moderates the proposed relationship between green attributes and purchase intentions Implications: T heoretically t his study adds evidence for t he e f f ects of green products’ attributes on consumption behavior. Importantly this study provides new evidence f or t he m oderating roles o f purchase purpose and purchase timing f or b etter understanding the complex nature o f g reen p roduct consumption behavior. The results provide practical implications to product and marketing managers regarding green products when developing new products and planning promotional campaigns for consumers.

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