친환경 제품 선택속성이 대학생 친환경 구매행동에 미치는 영향: 환경관심도를 기준으로

초록

This study aims to identify the attributes of eco-friendly product selection that influence group-specific environmentally friendly purchasing behavior among university student consumers based on their levels of environmental concern. A convenience sampling method was used to survey 258 students from Seoul D University. Utilizing STATA 17, the study conducted frequency analysis, reliability analysis, K-medians cluster analysis, t-tests, and multiple regression analysis. The research yielded the following results: First, the group with higher levels of environmental concern showed significantly higher values in terms of price, eco-friendliness, safety, reliability, and environmentally friendly purchasing behavior than the group with lower environmental concern. Second, among the group with lower environmental concern, the factors influencing environmentally friendly purchasing behavior were price, eco-friendliness, and design. Third, in the group with higher environmental concern, the influencing factors were reliability, safety, and eco-friendliness. These findings provide practical recommendations for increasing group-specific environmentally friendly purchasing behaviors among university students based on their level of environmental concern. Additionally, they offer valuable information for companies regarding eco-friendly product development and strategies.

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