확장된 계획행동이론(ETPB)을 적용한 친환경제품의 프리미엄가격 지불의도에 관한 연구: 기업의 사회적 책임과 품질 지각의조절효과를 중심으로

This study based on the prior literature, this research conducted utilized Theory of Planned Behavior(TPB) and aimes to examine the factors affecting the purchase of an eco-friendly product. In addition, this study adopted two moderating variables: the social responsibility of environment-friendly companies and the quality perception of environment-friendly products. Hypothesis test results show that attitude toward eco-friendly products and ethical consumption consciousness have a positive impact on eco-friendly product premium price intention. The social responsibility of environment-friendly companies moderate the attitudes of eco-friendly products, the subjective norm of eco-friendly products, and the intention to pay premium price, and partially moderate the ethical consumption consciousness and Intention to pay premium price of eco-friendly. The quality perception of eco-friendly products moderate the attitudes of eco-friendly products, the subjective norm of eco-friendly products, and the intention to pay premium price, and can partially moderate the ethical consumption consciousness and Intention to pay premium price of eco-friendly. Empirical analysis of consumers' intention to pay premium price of eco - friendly products can help marketers to effectively manage strategies and campaigns of companies that produce eco - friendly products. In addition, it is meaningful that this study result may be useful in developing measures that can be implemented more efficiently in the process of purchasing environmentally friendly products.