환경 라벨링에 대한 소비자 혼란의 실증적 연구와 소비자 환경교육의 함의: 친환경 식품을 중심으로 (An Empirical Study of Consumer Confusions of Eco-Labelling and Its Implications for Consumer Environmental Education: Focusing on Environmentally-Friendly Foods)

서지정보

· 발행기관 : 한국환경교육학회
· 수록지 정보 : 환경교육 / 27권 / 1호 / 83 ~ 97페이지
· 저자명 : 문선정, 이수형, 이정민

초록

In recent years, as more and more consumers have been particularly concerned about the purchase of environment- friendly products, the confusion issue with regard to eco-labelling began to emerge. It is mainly due to the floods of environment-friendly products and all sorts of related eco-labelling and green claims in the market. Also flourishing of various eco-labels that have no clear meaning adds to the consumer confusions. These phenomena make the consumers think of eco-labels only as a marketing means to induce more purchases and lead to the great distrust of product’s environmental performances. Thus, the purpose of this study is to examine the consumer confusions of eco-labelling and to suggest some solutions to alleviate the confusion problem and to provide implications of environmental education for consumers. This study attempts to investigate empirically the relationship between consumer confusions of eco-labelling and consumer’s responses (i.e., negative emotion, trust and word-of-mouth). The questionnaire surveys were targeted for the consumers who had experiences of purchasing environmentally-friendly foods. The results of the structural analyses indicated that the three dimensions of confusions behave differently in their linkage with the negative emotion.

영어초록

In recent years, as more and more consumers have been particularly concerned about the purchase of environment- friendly products, the confusion issue with regard to eco-labelling began to emerge. It is mainly due to the floods of environment-friendly products and all sorts of related eco-labelling and green claims in the market. Also flourishing of various eco-labels that have no clear meaning adds to the consumer confusions. These phenomena make the consumers think of eco-labels only as a marketing means to induce more purchases and lead to the great distrust of product’s environmental performances. Thus, the purpose of this study is to examine the consumer confusions of eco-labelling and to suggest some solutions to alleviate the confusion problem and to provide implications of environmental education for consumers. This study attempts to investigate empirically the relationship between consumer confusions of eco-labelling and consumer’s responses (i.e., negative emotion, trust and word-of-mouth). The questionnaire surveys were targeted for the consumers who had experiences of purchasing environmentally-friendly foods. The results of the structural analyses indicated that the three dimensions of confusions behave differently in their linkage with the negative emotion.

참고자료

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