개인소비가치가 친환경 농산물 구매의도에 미치는 영향 :환경의식행동의 조절효과

The purposes of this study were to understand the influence of personal consumption value upon purchase intention of environment friendly agricultural products, and to empirically analyze whether environmental conscious behavior play a moderating role between the relations of the personal consumption value and purchase intention. Based on total 450 samples obtained from the empirical research, this study reviewed reliability and fitness of research model and verified total 2 hypotheses with SPSS 18.0 program. Data were analyzed by frequency analysis, factor analysis, reliability analysis, correlation analysis, and hierarchical regression analysis. According to the results of this study, four factors of personal consumption value(conditional value, social status value, functional value, and emotional value) had significantly positive effects on purchase intention, epistemic value had not significantly effective. In addition, the effect of personal consumption value upon purchase intention was partially moderated according to environmental conscious behavior. A group of high environmental conscious behavior’s consumers partly had positive moderating effect. Limitations and future research directions are also discussed.