Abstract

As the importance of climate crisis and sustainable living increases, the consumption of eco-friendly products is gaining attention. However, there are negative perceptions of eco-friendly products along with positive ones. Consumers tend to purchase products that can achieve their intended purpose, and simply being ‘eco-friendly’ is not enough to popularize products. This study confirms that emphasizing user convenience can increase the purchase intention of eco-friendly products. The results of the experiment show that when consumers perceive eco-friendly products as ‘easy and convenient to use’, they perceive higher quality, which leads to purchase intention. It was also found that the purchase intention tends to increase when high user convenience of eco-friendly products is presented to consumers with low eco-friendly values.