한·중 소비자의 친환경적인 소비활동에 영향을 미치는 구매 결정요인에 관한 비교 연구 = Comparative Study of the Influence of Customer Buying Factors on Eco-friendly Consumption: Focused on Korea-China consumers

다국어 초록 (Multilingual Abstract)

Purpose: In this study, we revealed the influence of customer buying factors in the purchase process of eco-friendly product. Especially, we focused on the information acquisition, alternative evaluation, and after- purchase activity process based on Korea-China customer’s survey. Methods: In the information acquisition process, we investigate the channels of information acquisition about eco-friendly product, a reliability of information, and an impediment of acquiring product information. At the stage of alternative evaluation, we extract various causes that affects pre-purchasing process and perform the AHP analysis to identify critical causes. At last, we compare several factors which affects before and after purchasing process. Results: Especially, an average utilization and cognition score of eco-friendly products of Chinese consumers is higher than Korean consumers’ score. In addition, critical buying factors of Korean consumers are a product quality, an evaluation of existing users. However, that of Chinese consumers are safety of products and environmental benefits of products. Conclusion: In recent years, as the rapid economic development of China, environment pollutions like heavy smog and yellow dust have been occurred frequently. In that manner, Chinese consumer``s environmental consciousness is rapidly increasing; not only try to be active participant in eco-friendly activities, but also eco-friendly purchasing activities. In addition, Chinese consumers recognize eco-friendly products as good products made with advanced technology.

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