기업의 친환경 제품 개발 의도와 해당 친환경 제품의 소비자 구매의도간의 관계에 있어서 녹색 속성의 조절효과에 대한 연구

This study builds on prior research suggesting that consumers’ negative perceptions of green products stem fromtheir resource allocation perceptions, which trigger compensatory inferences and ultimately lower productperformance evaluations and purchase intentions. Specifically, the study investigates how the intentionality behind acompany’s development of green products influences consumers’ perceptions of resource allocation. Additionally, itintroduces the type of green attribute (core vs. peripheral) as a moderating variable to refine the analysis of theserelationships. Experimental results indicate that consumers perceive core green attributes as more important than peripheralones, and that the effect of a company’s intentionality on resource allocation perception is significantly moderatedby the type of green attribute. When the green attribute was core to the product, the difference in consumers’resource allocation perception based on corporate intentionality was substantial, whereas such differences wereminimal for peripheral attributes. Furthermore, resource allocation perception had a significant mediating effect onpurchase intention via product performance evaluation only when the green attribute was core, and this mediatingeffect was not significant for peripheral attributes. These findings highlight the importance of considering both corporate intentionality and green attribute type indeveloping effective marketing communications for green products. Keywords: resource allocation perception, corporate intentionality, compensatory inference, green attribute, productperformance evaluation, purchase intention