자기해석이 환경마크 제품 구매의도에 미치는 영향

초록

This study investigated consumer perceptions and product evaluation on eco－mark, based on the study in self－construal of the consumer. In addition, we validated the self－construal of consumer product evaluation on how the impact mediated by perception of the eco－mark, the relationship between self－construals and consumer’s eco－mark perception was verified with the moderating effect of perceived consumer effectiveness.We administerd a survey with consumer attending a location in the metropolitan area. The results of this study are as follows. First, interdependent self－construal had a positive effect on the perceived familiarity of Eco－mark. Second, metapersonal self－construal had a positive effect on both the perceived familiarity of Eco－mark and the perceived importance of Eco－mark. Third, two dimensions of consumer’s perception of Eco－mark had significant effects on the perceived quality and the Eco－mark product purchasing intention. And finally, the results indicate that the perceived consumer effectiveness showed its moderating effects on only the relationship between interdependent and metapersonal self－construals and two dimensions of consumer’s perception of Eco－mark. Theoretical and practical implications, and limitations of this study were discussed.

키워드