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The Effect of Environmental Knowledge and Environmental Concern on the Purchase Intention of Eco-Friendly Wine: Focusing on the Moderating Role of Customer Involvement

EULSOON RYU 1 서상원 2 김유경 3

1동서울대학교
2The Classic500 Hotel Pentaz
3강원대학교

Excellent Accredited

ABSTRACT

Environmental problems are caused directly and indirectly by the patterns of production by industries, patterns of consumer consumption and consumer behavior. The same patterns apply to the production and consumption of wine. An increase in environmental concern is a necessary requirement for future generations as is knowledge about the effects and consequences of ongoing environmental deterioration. The purpose of this study was to examine the effect of environmental knowledge and environmental concern on the purchase intention of eco-friendly wine. It was also proposed that involvement moderated the relationship between antecedents (i.e., environmental knowledge and environmental concern) purchase intention. This study was conducted using a survey of 197 customer-respondents who were selected using convenience sampling from January to March 2016. The collected data were analyzed using both SPSS 21.0 and Amos 18.0 statistical analysis programs. The results demonstrate that environmental knowledge had a positive effect on attitude and this attitude subsequently had a positive effect on purchase intention. On the contrary, eco-friendly concern had no positive effect on attitude. Moreover, it was found that customer involvement did not play a moderating role in the relationship between environmental knowledge, eco-friendly concern and attitude. The results of this study will provide useful information for both eco-friendly consumer management and wine marketing strategies. Finally, practical implications and suggestions for future research are discussed.

Citation status

* References for papers published after 2022 are currently being built.