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Effects of Value Inclination of the Producers on Production Intention of Environment-Friendly Products: Mediation Effects of Perceived Public Certification and Shared Value

융합경영연구 / The Journal of Economics, Marketing and Management, (E)2288-7709
2015, v.3 no.3, pp.24-33
https://doi.org/https://doi.org/10.13106/jemm.2015.vol3.no3.24
Yang, Hoe-Chang (Dept. of Distribution Management, Jangan University)
Oh, Young-Sam (Dept. of Distribution Management, Jangan University)
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Abstract

This study attempted to identify the effects that would be brought about by the value inclination of agricultural and livestock products producers upon the intention to produce environment -friendly products. In this study, We analyzed the data used in Yang et al.(2014) with producers of agricultural and livestock products in Incheon-si and Gyeonggi-do. Total of 149 valid questionnaires were corrected and value inclination as divided into individualism orientation and collectivism orientation, it has been tried to identify whether the intention to produce environment-friendly products would vary with producer's orientation or not. According to the analysis result, individualism, collectivism perceived public certification and shard value were positive effect on production intention of environment-friendly product. This can be said to have been an attempt to establish a more effective and specific strategy through identifying the characteristics of producers that must be considered first of all in the process of establishing policies.

keywords
Value Inclination, Production Intention, Environment-Friendly Product, Perceived Public Certification, Shared Value

융합경영연구