그린 제품에 대한 소비가치가 가격의식과 고객행동의도에 미치는 영향

Abstract

The objective of this study is to investigate the relationship between consumption values(functional value, social value, emotional value, conditional value, epistemic value) and customer behavioral intention in for the low and middle priced green cosmetic product. For testing of the research model, 223 questionnaires were used for empirical analysis through structural equations modeling. Structural equation modeling(SEM) of AMOS 18.0 was used to test the hypotheses. Our finding are: 1) Emotional value have a positive effect on customer behavioral intention. 2) Conditional value have a positive effect on customer behavioral intention. 3) Epistemic value have a positive effect on customer behavioral intention. Other academic and practical implications are discussed. From the results of the study, in order to improve the customer behavioral intention, the emotional value, the conditional value, and epistemic value should be strengthened.