환경소비자의 라이프스타일에 관한 연구 = The Lifestyle of the Green Consumers

다국어 초록 (Multilingual Abstract)

Todays “green marketing” has been used to describe marketers’ attempts to develop strategies targeting the “green consumer”. In order to succeed in green marketing strategy, it is important to identify, analyze the green consumers and apply its findings to marketing strategy. Therefore, this study aims to specify characteristics of the green consumers to succeed in green marketing strategy. I divided consumers into green consumers and nongreen consumers with SRCB scores and identified/analyzed the profiles of the green consumers through lifestyles, green product involvement, attitude toward green product, environmental consciousness etc. Especially, lifestyle has been used in market segmentation, advertising, packaging, personal selling, product development, and retailing. Therefore the green marketing manager must identify lifestyles that are broadly held by green consumers and build a product image that is consistent with these concepts. This survey found that green consumer were more social activity-involved and had more television preference, high green product involvement. Green consumers attempt to preserve or enhance their environmental friendly self-image by buying green products they believe are congruent with that self-image and avoiding products that are not. However, this study has many limitations such as sampling, lifestyle scale of green consumer, classification of green consumer and non-green consumer. Future research is needed to test the characteristics of green consumers and further establish and refine reliable/valid measures of constructs(green product involvement, green consumer lifestyle, self-image etc).

목차 (Table of Contents)

• Ⅰ. 서론 Ⅱ. 전략적 환경마케팅 컨셉의 도입 Ⅲ. 환경소비자의 구매특성분석 Ⅳ. 환경소비자에 대한 실증조사 Ⅴ. 결론 참고문헌 Abstract