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- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
Environmental Perception, Ethical Consumer Behavior, and Price Sensitivity: Impact on Using Intention of Eco-Friendly Products
Han, Tae-Jeom
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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