그린패키징 관련 친환경 소비자행태의 분석과수출전략에 대한 시사점

This study aims to examine ecological behavior of consumers regarding green packaging and to provide implications for export strategies of Korean enterprises and relevant public policies of the Korean government, as the importance of green packaging has been increasing recently in the global market. The theory of planned behavior [TPB] was applied to test hypotheses on the ecological behavior of Korean consumers. The hypotheses were established based on the original model of TPB and its extended version with additional explanatory variables. The statistical methodology of structural equation model(SEM) was adopted for the empirical analysis of a dataset of 525 respondents from a nationwide survey. The relationship between consumers’ attitude, intention, and behavior was confirmed with the original TPB model. Moreover, the confirmed validity of the extended model indicates that consumer knowledge such as their perception of green packaging options and as well as the degree of responsibility, which are critical determinants of pro-environmental choices of consumers. The results of this study provide significant implications for corporate global strategy as well as public policy for export promotion in Korea. Companies should further communicate about developing environmental technology including options of green packaging, goods and services to which those techniques are applied, and their contributions to environment conservation. The government should also announce developments of environmental technologies or products, and their positive influence on environment. The Environment-friendly innovation of corporations and the responsible behavior of consumers could be promoted with policy measures such as licensing, standardization of ecological technology, and products with green packaging.