청주시 소비자의 그린마케팅에 대한 인식과 그린제품 구매의도

다국어 초록 (Multilingual Abstract)

The purpose of this study was to analyze consumers' perception of green marketing and purchase intention of green products. Questionnaire survey was conducted from 9 August to 29 August 2010. We have surveyed 298 consumers who were living in Cheongju area.
Major findings are as follows.
First, consumers' environment perception and involvement, awareness of green marketing, evaluation for green products, purchase intention of green products were generally positive. It means that Korean consumers have a positive attitude and behavioral intention for green consumption.
Second, consumers responded high perception level for necessity of green marketing and purchase intention of green products. On the other hand, consumers think that green product manufacturers need to more protect our environment. Consumers evaluated the quality of green products is good but its price is high.
Third, insufficient information was the most common response of the items asked for the resistance of the whole process for the production of green products. For benefit part, high quality and symbolic value of green consumer were given answer highly.
Fourth, there were differences among the consumer groups from environment perception, awareness of green marketing, evaluation for green products, and purchase intention of green products by consumers' characteristics. Old aged group were high involved on environment and student group showed relatively low environment perception and involvement of green consumption. Four million won or less income groups were relatively higher interest in green products and eco-conscious consumer groups have a high degree of purchasing intention of green products.