- 권한신청
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS
친환경농산물 선택기준이 구매의도에 미치는 영향 : 소비자 태도와 신뢰의 매개, 조절효과를 중심으로
Effects of Selection Criteria for Eco-Friendly Agricultural Products on Purchase Intention
김동환 (Department of Trade and Distribution, Anyang University)
이기황 (University of marketing and distribution sciences)
윤명길 (Department of Medical IT & Marketing, College of Health Industry, Eulji University)
- 다운로드 수
- 조회수
Abstract
Purpose - This study investigated the effects of consumers' selection criteria for environment-friendly agricultural products on purchase intention and the effects of consumers' attitudes and the reliability of environment-friendly agricultural products on purchase intention by using the theory of planned behavior. Subjective norms of variables of behavioral intention, attitudes toward behavior and control of the behavior were used to create selection criteria, consumers' attitudes and reliability of environment-friendly agricultural products. The study investigated the effects of consumers' selection criteria, attitudes, and reliability of environment-friendly agricultural products on purchase intention constructing models and hypotheses of mediation and moderation between selection criteria for agricultural products and purchase intention by consumers' attitudes and reliability. Research design, data, and methodology - The findings were as follows: first, consumers' selection criteria for environment-friendly agricultural products had a significantly affirmative influence upon purchase intention. Health was the most important factor of selection criteria convenience was more important than quality and familiarity was next. Consumers' attitudes and trust had a significant influence on purchase intention. Second, testing showed that consumers' attitude and trust partially mediated selection criteria: sub-factors and purchase intention were important in selection criteria. Third, testing showed that consumers' attitude and trust had a significant moderation effect between selection criteria and purchase intention. In the test of the moderation effect between sub-factors of selection criteria and purchase intention, consumers' attitude had a significantly positive influence upon health, convenience, and familiarity, and had no significant influence upon quality and purchase intention. Consumers' trust had no significant influence upon health, convenience, and quality. Results - The study provided several theoretical implications: first, an empirical analysis was undertaken with selection criteria for environmental-friendly agricultural products, consumers' attitude, and trust to investigate subjective norms, attitude toward behavior and control of behavior based on the theory of planned behavior. Second, this study investigated both the mediation effect and moderation effect of consumers' subjective norms on attitudes toward behavior, the mediating effects of perceived behavior control and changes of behavioral intention depending upon size and direction of the variables. This study also provided several practical implications. Conclusions - First, consumption of environment-friendly agricultural products did not increase despite rapid increase of production therefore, promotion of consumption and distribution was needed considering the supply and demand of the products. Second, definite standards for selection criteria were suggested to build up consumers' attitude and trust. Consumers' attitude could be improved by factors including the brand of environment-friendly agricultural products, consistent quality, solving physiological problems caused by adverse effects of environmental problems, supplementary approaches, treatment of adverse effects by eating food, and the development and supply of products in accordance with changes of lifestyle. Finally, consumers' demand for sub-factors of selection criteria could be much higher than health, convenience, and quality of the products. Therefore, a process was needed that could continuously check consumers' needs for the products. Limitations were described at the end of the study.
- keywords
- Environment-Friendly Agricultural Product, Selection Criteria of Environment-Friendly Agricultural Products, Consumers' Attitude, Consumers' Trust, Purchase Intention
참고문헌
Ajzen, I. (1985). From Intentions to Actions: A theory of Planned Behavior. In J. Kuhl & J. Beckmann (Eds.), Action-control: From cognition to behavior (pp. 11-39). Heidelberg: Springer.
Ajzen, I. (1991). The theory of Planned Begavior. Organizational Behavior and Human Decision Processes, 50, 179-211.
Ajen, I. (2000). Nature and Operation of Attitudes. Annral Reiew of Peychology, 52, 27-58.
Ajzen, I. (2002). Perceived Behavioral Control, Self-efficacy, Locus of control, and the Theory of Planned Behavior. Journal of Applied Social Psychology, 32(4)1-20.
Ajzen, I., & Fishbein, M. (1973). Attitudinal and Normative Variables as Predictors Of Specific Behaviors. Journal of personality and Social Psychology, 27, 41-57.
Ajzen, I., & Fishbein, M. (1980). Understanding Attitude and Predicting Social Behavior. Englewood Cliffs, New York: Prentice-Hall.
Allrort, G. W. (1968). The Historical Background of Modern Social Psycholoy. In G. Lindzey & E. Aronson (Eds.), Handbook of Social Psychology (2nd., pp. 1-80), Reading, MA: Addison-Wesley.
Baldassare, M., & Katz. C. (1992). The Personal threat of Environmental Problems as a Predictor of Environmental Practices. Environment and Behavior, 24, 602-617
Bandura, A. (1977). Self-efficacy: Toward a Unifying Theory of Behavioral Change. Psychological Review, 84, 191-215.
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
Beharrel, B., & Macfie, J. H. (1991). Consumer Attitudes to Organic Foods. British Food Journal, 93(2), 25–30.
Black-Gutman, D., & Hickson, F. (1996). The Relationship Between Racial Attitudes and Social-cognitive Development in Children: An Australian Study. Developmental Psychology, 32(3), 448-456.
Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93.
Chen, M. F. (2007). Consumer Attitudes and Purchase Intentions in Relation to Organic Food in Taiwan: Moderating Effects of Food-related Personality Trait. Food Quality and preference, 18(7). 1008-1021.
Doll, J., & Ajzen, I. (1992). Accessibility and Stability of Predictors in the Theory of Planned Behavior. Journal of Personality and Social Psychology, 63(5), 754-776.
Engel, J., Blackwell, R., & Miniard, P. (1995). Consumer Behavior (8th ed.), Forth Worth: The Dryden Press.
Epstein, H. E., Lauenroth, W. K., Burke, I. C., & Coffin. D. P. (1996). Ecological Responses of Dominant Grasses Along Two Climatic Gradients in the Great Plains of the U.S. Journal of Vegetation Science, (7), 777–788.
Ganesan S. (1994). Determinants Long-term Orientation in Buyer-seller Relationship. Journal of Marketing, 5(April), 1-19.
Gotlieb, J.B., Grewal, D., & Brown, S.W. (1994). Consumer Satisfaction and Perceived Quality: Complementary or Divergent Constructs?. Journal of Applied Psychology, 79(6), 875–885.
Hoffman, D. L., Novak, T. P., & Peralta, M. (1999). Building Consumer Trust Online. Communications of the ACM, 42(4), 80-85.
Hong, Il-yu, Kim, Woo-Sung, & Lim, Byeong-Ha (2011). The Impact of Perceived Risks Upon Consumer Trust and Purchase Intentions. Asia Pacific Journal of Information Systems, 21(4), 1-25.
Hosmer, L. T. (1995).Trust: The Connecting Link Between Organizational Theory and Philosophical Ethics. Academy of Management Review, 20, 379-403.
Jarvenpaa, S. L., Tractinsky, N., & Vitale, M. (2000). Consumer Trust in an Internet store. Information Technology and Management, 1(1-2), 45-71.
Jolly, D. (1991). Differences Between Buyers and Non-buyers of Organic Produce and Willingness to Pay Organic Price Premiums. Journal of Agribusiness, 9(1), 97-111.
Jöreskog, K. G., & Sörom, D. (1981). Lisrel V. User’s Guide. Chicago: National Educational Resources.
Kassarjian, H. H. (1971). Personality and Consumer Behavior: A Review. Journal of Marketing Research, 8, 409-418.
KB Financial Group Management Institute (2012).KB daily Knowledge vitamin: Eco-friendly, organic understanding of trends. 12-96 (2012.7.24.), 1-4.
Kim, Chang-Gil, Kim, Tae-Young, & Seo, Seong-Cheon (2005). Consumer preferences for agricultural products and purchase eco-friendly behavior. Seoul, Korea: korea rural economic institute.
Kim, Dong-Hwan (2009). Winning of your agri-food product relies upon marketing. Seoul, Korea: HNCOM.
Kim, Keum-Mi, & Ahn, Sang-Su (2008). Integration of Social Identity Theory and Theory of Planned Behavior in Explaining Gender Equality Action Intention of Korean Male Adults. The Korean Journal of Social and Personality Psychology, 22(4), 133-155.
Kim, Mi-Song, Choi, Hyung-Kyu, & Kim, Dong-Hwan (2013). An Analysis of the Effects of Consumer Characteristics and Consumer Trust on Purchase Intention of Environment-friendly Agricultural Products. Journal of Distribution Science, 11(1), 45-53.
Kumar, N. (1996). The Power of Trust in Manufacturer-retailer Relationships. Harvard Business Review, 74(November-December), 92-106.
Lam, T., & Hsu, C. H. C. (2004). Theory of Planned Behavior: Potential Travelers from China. Journal of Hospitality and Tourism Research, 28(4), 463-482.
Lasser, W., Banwari, M., & Sharma, A. (1995). Measuring Customer-based Brand Equity. The Journal of Consumer Marketing, 12(4), 11-19.
Lee, Hak-Shik, Ahn, Kwan-Ho, & Ha, Young-One (2006). Consumer Behavior (Fourth Edition), Paju, Korea: Beopmunsa
Lee, Myung-Jin, & Kim, Gwang-Yong (2007). An Empirical Study on the Development of Behavior Model of Insurance Fraud. Korea Society of IT services, 6(2), 1-18.
Lee, W. H.,and Moscardo, G. (2005). Understanding the Impact of Ecotourism Resort Experiences on Tourist’s Environmental Attitudes and Behavioral Intentions. Journal of Sustainable Tourism, 13(6): 546-565.
Lewis, J. D., & Weigert, A. J. (1985). Trust as Social Reality. Social Forces, 63, 967-985.
Lim, Jong-One, Kim, Jae-Il, Hong, Seong-Tae, & Lee, Yu-Jae (2008), Consumer behavior: Understanding of the strategic use of marketing. Seoul, Korea: Kyeong Mun Sa.
Lockie, S., Lyons, K., Lawrence, G., & Grice, J. (2004). Choosing Organics: A Path Analysis of Factors Underlying the Selection of Organic Food among Australian Consumers. Appetite, 43, 135-146.
Lyu, Myoung-Keun, & Yang, Hoe-Chang( (2013). The Effect of Trust and Justice on Relation Satisfaction and Long-term Commitment in Franchise Business. Journal of Distribution Science, 11(1), 25-34.
Magistris, T. D., & Gracia, A. (2008). The Decision to buy Organic Food Products in Southern Italy. British Food Journal, 110(9), 929 – 947.
Magrath, A. J. (1992). The 6 Imperatives of Marketing. New York: Amacom Averican Management Association.
Manfredo, M., & Bright. A. (1991). A Model for Assessing the Effects of Communication on Recreationists. Journal of Leisure Research, 23. 1–20.
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An Integrative Model of Organizational trust. Academy of Management Review, 20, 709-734.
Morgan, R. M., & Hunt, S. D. (1994). The Commitment-trust Theory of Relatonship Marketing. Journal of Marketing, 58(3), 20-38.
Mowen, J. C., & Miner, M. (1997). Customer Behavior : A Framework. New Jersey: Prentice-Hall
Nunnally, J. C. (1978). Introduction to Psychological Measurement. New York: McGraw-Hill.
Ottman, R. (1994). Epidemiologic Analysis of Gene-environment Interaction in Twins. Genet Epidemiol, 11, 75-86.
Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors Influencing the Effectiveness of Relationship Marketing: A Meta-analysis. Journal of Marketing, 70(3), 136-153.
Park, Se-Bum, & Park, Jong-oh (2009). Consumer Behavior. Seoul, Korea: Book Net.
Park, So-jin , & You, So-Ye (2007). A Study of the Effect of Health Motivation and Environmental Concern on Choosing Organic Food. Consumer Culture Studies, 10(4), 107-126.
Pham, M. T. (1998). Representativeness, Relevance, and the Use of Feelings in Decision Making. Journal of Consumer Research, 25(Sep.) 144-159.
Prescott, L. M., Harley, J. P., & Klein, D. A. (2002). Food and Industrial Microbiology, In: Microbiolohy 5th Edition, Boston, USA: The WCB McGraw-Hill companies.
Rotter, J. B. (1971).Generalized Expectancies for Interpretation Trust. American psychologist, 26, 443-452.
Reynolds, T.J., & Gutman, J. (2001). Laddering theory, method, analysis, and interpretation. In T.J. Reynolds & J.C. Olson (eds.), Understanding consumer decision making: The means-end approach to marketing and advertising strategy (pp. 25-62). Mahwah, NJ: Lawrence Erlbaum Associates.
Schwepker, C, H., & Cornwell, T. B. (1991). An Examination of Ecologically Concerned Consumers and Their Intention to Purchase Ecologically Packaged Products. Journal of Public Policy & Marketing, 10(2), 1-25.
Stanovich, K. E., & West, R. F. (2000). Individual Differences in Reasoning: Implications for the Rationality Debate?. Behavioral and Brain Sciences, 23, 645–726.
Stepote, A., Pollard, T. M., & Wardle, J. (1995). Development of an Measure of the Motives Underlying the Selection of Food: The Food Choice Questionnaire. Appetite, 25, 267-284.
Terry, D. J., & O’Leary, J. E. (1995). The theory of Planned Behavior: The Effects of Perceived Behavioral control and Self-efficacy. British Journal of Social Psychology, 34, 199-220.
Tilikidou, I. (2007). The Effects of Knowledge and Attitudes upon Greeks’Pro-environmental Purchasing Behaviour. Corporate Social Responsibility and Environmental Management, 14. 121-134.
Vlosky, R. P., Ozanne, L. K., & Fontenor, R. J. (1999). A Conceptual Model of US Consumer Willingness-to-pay for Environmentally Certified Wood Products. Journal of Consumer Marketing, 16(2), 122-136.
Youn, Seok-Won, Mun, Tae-Hun, Lee, Jung-Hee, Lee, Jae-Hak, Jo, In-Sung, & Han, Yong-Hee (1999). The structure of production, consumption and distribution for organic agricultural products. Ministry of Agriculture and Forestry, Final Research Report
Youn, Sung-Wook, Yang, Yeon-Jo, No, Jung-Koo, & Jeon, Jung-Ok (2006). Effects of Environmental Knowledge on Environmentally Conscious Consumer Behavior. Journal of marketing management, 11(3), 131-147.
- 다운로드 수
- 조회수
- 0KCI 피인용수
- 0WOS 피인용수