A Relationship Between Pro-Environmental Behavior and Eco-Friendly Channels Usage: Local Food Market and Farmers’ Market Context

• 영문명: A Relationship Between Pro-Environmental Behavior and Eco-Friendly Channels Usage: Local Food Market and Farmers’ Market Context
• 발행기관: 한국유통과학회
• 저자명: Young-Doo KIM
• 간행물 정보: 『산경연구논집(JIDB)』Volume.13 No.12, 43~57쪽, 전체 15쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2022.12.31

영문 초록

Purpose: Despite the numerous studies on factors impacting pro-environmental behavior, actual studies analyzing a relationship between pro-environmental behavior and eco-friendly channels (e.g., local food market and farmers’ market channel) usage behavior (visit and purchasing frequency) are rare. This study investigated the relationship between consumers with positive pro-environmental behavior and eco-friendly channels usage behavior. Research design, data and methodology: The study investigated the relationship between pro-environmental behavior and eco-friendly channels (local food markets and farmers market) visit behavior by analyzing data from the Korea Consumer Agency’s 2021 Korea Consumption Life Index, with a focus on the pro-environmental index. Relationship between pro-environmental behavior and whether eco-friendly channels visit or not were analyzed. Demographic variables also influence eco-friendly oriented channels visit. Data analysis used hierarchical regression, firstly inputted pro-environmental behavior, and then demographic variables inputted, and finally pro-environmental behavior and demographics interactions as moderating variables inputted. Results: Consumer’s with positive behavior towards pro-environment were indeed more likely to choose local food market and farmers’ market compared to other consumers. Demographic variables also effect local food market visit. Some demographic variables moderate this relationship. The results, however, differed by channel type. Conclusions: Pro-environmental behavior is closely related to eco-friendly channels (local food market and farmers; market) visit.

목차

1. Introduction

2. Theoretical Background

3. Research Design

4. Results

5. Conclusion

References

키워드

Pro-environmental Behavior Local Food Market Farmers’ Market Demographic Variables Self-identity