본문 바로가기
  • Home

The Effects of Consumers’ Traits on Attitudes towards Attributes, Word-of-Mouth, and Purchase Intention of Green Products

  • Journal of Regional Studies and Development
  • Abbr : JRSD
  • 2014, 23(2), pp.287-318
  • Publisher : Institute for Poverty Alleviation and International Development: IPAID
  • Research Area : Social Science > Area Studies > Regional Studies in general > Comparative / Statistical Regional Studies

Jiyeon Choi 1 Jeon Pyo Noh 1 Taeksoo Shin 1

1연세대학교

Accredited

ABSTRACT

The purpose of this study is to investigate market segmentation for diffusion of green products, and to offer suitable strategic implications to fit each segment. Given that green products reflect social values such as environmental preservation, it is possible to use word-of-mouth social communication. In this context, the study considered that green consumers are likely to perceive ideological satisfaction as well as practical utility. The segment strategy, self-sustaining by word of mouth, and green products' experience are able to distribute green products successfully. However, most previous relevant studies overlooked these areas. This study practically analyzed the influence of consumers’ environmental knowledge and activities having an effect on each attitude toward image and attribute of green product, word-of-mouth, and purchasing intention, including consumers' differences of green product purchase experiences. Consequently, we identify prominent meaningful academic contributions about action theory, that environmental activities are the most important factor in formatting attitude toward green products. Furthermore, we propose that green product's external image can significantly lead to its positive purchasing intention. Also, we found practically important implications by investigating differences in word-of-mouth and purchasing intentions according to the experience of previous green product purchasing.

Citation status

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