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ISSN : 1738-3110

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Vol.12 No.10
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Environmental Perception, Ethical Consumer Behavior, and Price Sensitivity: Impact on Using Intention of Eco-Friendly Products

The Journal of Distribution Science / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2014, v.12 no.10, pp.57-65
https://doi.org/https://doi.org/10.15722/jds.12.10.201410.57
Yang, Hoe-Chang
Han, Tae-Jeom
Yang,, H. , & Han,, T. (2014). Environmental Perception, Ethical Consumer Behavior, and Price Sensitivity: Impact on Using Intention of Eco-Friendly Products. The Journal of Distribution Science, 12(10), 57-65, https://doi.org/https://doi.org/10.15722/jds.12.10.201410.57
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Abstract

Purpose - This study aims to identify the effect of corporate eco-friendly marketing, which focuses on corporate social responsibility, on the environment, natural preservation and protection, and environmental concern among consumers. Research design, data, and methodology - A total of 92 valid questionnaires were used for analysis. A structured model was established and a 3-step mediated regression test was employed to see how consumers' perception of ethical consumer behavior and price sensitivity are influential in relation to the impact of consumer's perception of eco-friendliness on the using intention in relation to eco-friendly products. Results - Three factors of eco-friendly perception all have a positive impact on ethical consumer behavior, thus lowering their price sensitivity. In particular, it is found that environmental knowledge and environmental concern are important to promote ethical consumer behavior. Conclusion - It is found that, to increase the using intention of eco-friendly products, an enterprise should practice an eco-friendly marketing strategy, deliver eco-friendly related knowledge, and include contents to allow consumers to take an interest in the environment for effective performance of marketing.

keywords
Eco-Friendly Product, Environmental Perception, Using Intention, Ethical Consumer Behavior and Price Sensitivity

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