그린소비자의 자기관 및 환경몰입과 환경교육

초록

The purpose of study is to examine whether individual differences in self-construal predict commitment to environment, consumer typology, and consumers' willingness to pay more for environmentally friendly products and is to explore differences on pro-environmental behaviors between consumers who received environmental education and consumers who did not receive. 264 students and 108 students completed the questionnaires for the study respectively and SPSS and Amos 4 were employed. The study explores as follows: First, ecological self-construal increases commitment to environment. Second, commitment to environment encourages green consumers' behaviors and quasi-green consumers' behaviors while it reduces non-green consumers' behaviors. Third, green consumers' behaviors and quasi-green consumers' behaviors increase willingness to pay more for environmentally friendly products. Finally, in the group of consumers who received environmental education, there have been presented higher levels of ecological self-construal, interdependent self-construal, independent self-construal, commitment to environment, green consumers' behaviors, quasi-green consumers' behaviors, and willingness to pay more for environmentally friendly products than in the group of consumers who did not receive environmental education. However the level of non-green consumers' behaviors has been less when consumers have taken environmental education. Some practical implications are included.

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