The Korean Journal of Community Living Science (한국지역사회생활과학회지)

The Korean Society of Community Living Science (한국지역사회생활과학회)
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Consumers' Environmental Concerns and Organic Food Consumption Behaviors: Moderating and Mediating Effects of Perceived Market Influence

소비자의 환경적 관심과 유기농식품 소비행동: 소비자의 지각된 시장영향력의 조절효과와 매개효과

  • Park, Myungeun (Dept. of Business Administration, Chonbuk National University) ;
  • Ryu, Yoan (Dept. of Business Administration, Chonbuk National University) ;
  • You, Soye (Dept. of Business Administration, Chonbuk National University)
  • Received : 2017.03.21
  • Accepted : 2017.05.11
  • Published : 2017.05.31
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Abstract

The purpose of this study was to analyze the role of perceived market influence, which is an important psychological factor influencing consumer behavior in the market, and explain how consumer beliefs related to the market can affect sustainable consumer behavior. First, this study found that gaps in perceived market influence were statistically significant for age and job. Second, environmental concern, organic food consumption (vegetables and meats), and purchase behavior of organic foods were found to be significantly different by degree of perceived market influence of consumers. The mean values were found to be high for the group having strong perceived market influence. This tendency suggests an association between higher perceived market influence consumers and more environmentally friendly consumer behavior. Lastly, this study used Structural Equation Modeling to analyze the effect of perceived market influence as a moderating variable and mediating variable on the relationship between environmental concerns and consumer behavior toward organic foods. The results show a mediating effect on perceived market influence, but a moderating effect could not be found. This result implies that perceived market influence might indirectly affect consumer behavior when transferring environmental concerns to consumer behavior toward organic foods.

Keywords

References

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