Abstract
This study is to examine influencing factors of purchasing behavior of eco-friendly products in terms of the value, belief and norm of consumers, and to propose an integrated model on the structural relationship among these factors based on the Value-Belief-Norm (VBN) model. This study not only has a contribution in terms of theory as it applied the VBN theory, which has not been studied in Korea yet, to the study of consumer behavior on eco-friendly products, but it also has a practical implication in terms of marketing as it tested a study model on purchasers of eco-friendly products and presented its results. The research results are as follows: First, the egoistic value did not significantly affect belief on the environment of eco-friendly products, while the global (altruism and ecologism) value significantly affected belief on the environment of eco-friendly products. Second, the altruistic value significantly affected personal norm, and so did the global (altruism and ecologism) value. Finally, belief on the environment of eco-friendly products significantly affected personal norm, and as a consequence, personal norm significantly affected pro-environmental behavior.
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