A Study of Intrinsic Motivation, Extrinsic Motivation and Environmental Knowledge in the Eco-Friendly Consumption Behavior between Groups

친환경소비행동 집단 간 내적동기, 외적동기와 환경지식에 관한 연구

  • You, Doo-Ryon (Dept. of Family Life Welfare and Housing, Catholic Univ. of Daegu) ;
  • Kim, Yeon-Hee (Dept. of Family and Housing Studies, Yeungnam Univ.)
  • 유두련 (대구가톨릭대학교 생활복지주거학과) ;
  • 김년희 (영남대학교 가족주거학과)
  • Received : 2012.09.24
  • Accepted : 2012.11.05
  • Published : 2012.12.31


The major findings are(were) as follows: 1) The Eco-friendly consumption behavior was divided into three(3) clusters, namely "The Middle Group" of eco-friendly consumption behavior(cluster I), "The Inferior group" of eco-friendly consumption behavior(cluster II), and "The Excellent Group" of eco-friendly consumption behavior(cluster III). 2) The differences in the general characteristics among the three clusters were founded on the experience of green consumption information and sources of information. 3) The characteristics of cluster I(The Middle Group) were(are) found to be eco-conscious, and aware of the consequences of behaviors, green market conditions and environmental issues. This cluster was the middle-average group. The characteristics of cluster III(The Excellent Group) were(are) found to have the willingness to pay additional costs, being aware of the social norms of the reference group, having an awareness of eco-institutional conditions, being knowledgeable about environmental policy, and finally, being personally involved in green consumption behavior. This cluster was the high-average group, whereas cluster II(The Inferior Group) was the low-average group.



Supported by : 대구가톨릭대학교


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