녹색생활관련 인지정도가 녹색소비행동에 미치는 영향 연구

Abstract

The purpose of this study is to examine green consumer behavior (green product purchasing behavior and greenconsumption life) affected by demographical characteristics, and cognition degree of green life (cognition of a greenindicator, a green life catalyst system, and environmental problems). It's also to promote strategy and suggest effectiveactivation plans for the vitalization of green consumer behavior. To carry out the task, verification of credibility,multiple regression analysis, two-step cluster analysis, and multinomial logistic analysis were used. The results are as follows: First, the factors that effect green product purchasing behavior were gender, age,cognitive of a green indicator, carbon points system, electricity peak hour system, and seriousness of environmentaldamage due to lifestyle. Second, the factors that effect green lifestyle were gender, age, carbon grade indicator system,cognition of a green system, and the seriousness of environmental damage due to lifestyle. Third, the comparativegroup characteristic analysis showed low rates for careless green consumer behavior groups compared to the passivegreen consumer behavior groups in cognition of a green indicator, green system, and environmental problems. Foractive green consumer behavior groups, the analysis showed high rates in cognition of carbon grades, eco-labeling,electricity peak hour system, and environmental damage due to lifestyle. In order to encourage green consumerbehavior, it's evident that cognition of a green indicator, a green life catalyst system, and environmental problems needto be improved through strategic education and continuous encouragement.