친환경농산물에 대한 건강관심도와 환경관심도가 소비자태도 및구매의도에 미치는 영향에 관한 연구: 가족 형태의 조절효과

Abstract

This study used SPSS 21.0 statistical program on 260 women living in Busan area to investigate the consumer attitudes and purchase intentions of environmentally-friendly agricultural products as concerns on health and environment are on the rise among women. Causal relations between interest in environmentally-friendly agricultural products, health concerns, consumer attitude and purchase intentions were identified through hierarchical analysis. The summary of this study is as follows. First, it is analyzed that the affect of environmental concern on consumer attitude is stronger than the affect of health concerns. This shows that consumers are more conscious about protecting the environment, not just on health benefits of environmentally-friendly products. Second, the significance of moderating effects of family structure in the influencing relationship of health concerns and environment concerns on consumer attitude were analyzed. This shows that family structure thus, number of family member moderates the influencing relationship of health concerns and environment concerns on consumer attitudes. Third, it has been verified that consumer attitude affects the purchase intention. Thus, positive attitude of consumers towards environmentally-friendly products shows that intention to purchase environmentally-friendly products are stronger. Fourth, it has been analyzed that family structure has moderating effects in the influencing relationship of consumer attitude on purchase intentions. Furthermore, the number of family member and structure are identified to moderate the purchase intention on environmentally-friendly products.