탄소성적표지제에 따른 소비자 행동 분석

Abstract

The purpose of this research is analyzing eco-friendly consumer characteristic and investigating consumer characteristic, which affects carbon footprint labelled product, by way of analyzing consumer purchasing behavior of carbon footprint labelled product. We conducted our research at Boo-cheon Yeo-wol mart of Home Plus. We had total 196 sample data for final analysis, which had been collected from November 14th to 22nd of 2009. We used SPSS for Windows 18.0 program in doing frequent analysis, reliability analysis, t-test, one-way ANOVA, X2-test and binary logistic regression. Sales data of Home Plus Boo-cheon Yeo-wol mart had been used to deduce consumer characteristic. Consumers who buy carbon footprint labelled products are eco-friendly consumers. It is important to analyze their characteristic to meet their requirement, to analyze characteristic of non-eco-friendly consumers and explore the possibility of changing them into environment-friendly consumers. Accordingly, we classified consumers into eco-friendly consumers and non-eco-friendly consumers, dependent on their environment awareness and eco-friendly consuming behavior. Then we analyzed the awareness, buying intent and buying experience, in relation to demographic variables and carbon footprint labelling products. Global climate change is becoming more serious due to rapid increase of greenhouse gas. Carbon footprint labelling system in Korea had been enforced only recently. We believe this research is meaningful in exploring current status and suggesting advertising plan on carbon labeling system by exploring consumer buying behavior on carbon footprint labelled product.