The purposes of this study was to explore the effects of environmental concern, altruistic․selfish motivation and environmental education experience on environment-friendly consumption behavior. An online survey was conducted, through which response...
The purposes of this study was to explore the effects of environmental concern, altruistic․selfish motivation and environmental education experience on environment-friendly consumption behavior. An online survey was conducted, through which responses from 580 adults between 20∼59 years of age were collected and used in the final analyses. Descriptive statistics, correlation analyses and hierarchical multiple regression analyses were performed. The results are as follows. First, there was a significant positive correlation between environmental concern, altruistic motivation, selfish motivation, and environment-friendly consumption behavior (purchase, use, disposal). Second, in environment-friendly purchasing behavior, altruistic motivation, environmental concern, selfish motivation, and environmental education experience were found to be influencing factors. Environmental concern and selfish motivation were the influencing factors in environment-friendly use behavior, and altruistic motivation, environmental concern, and environmental education experience were the influencing factors in environment-friendly disposal behavior. This suggests that it is necessary to prepare practical measures to encourage environment-friendly consumption behavior by area. Emphasizing an actual individual benefit is essential to encourage environment-friendly using behavior. On the other hand, to promote an environment-friendly disposal behavior, the advantages of others or the environment should be more stressed. Environmental education should provide an appropriate guideline for each area of environment-friendly consumption behavior.