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논문 기본 정보

자료유형
학술저널
저자정보
Park, Sang-Mi (Inha University) Lee, Eun-Hee (Inha University) Kim, Kyung-Ja (The Catholic University of Korea) Yoo, Hyun-Jung (Chungbook National University) Cha, Kyung-Wook (Sungshin Women's University)
저널정보
대한가정학회 International Journal of Human Ecology International journal of human ecology 제14권 제1호
발행연도
2013.1
수록면
13 - 27 (15page)

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Consumer perception of the meaning of 'green' and 'green products' as well as how they use green claims (including terms, certifications, and marks) should be examined to help consumers pursue green behavior in everyday life. This study investigates what type of green claims prevail in the Korean consumer market and how consumers perceive the meaning of 'green' and green claims. For these purposes, media analysis, in-context research (shop visit) and a survey were conducted to collect green claims (including green terms and certified/noncertified green marks). Green claims in the consumer market were first summarized and analyzed; subsequently, the most frequently used 7 green marks and 15 green terms were selected to construct a consumer survey questionnaire on consumer perceptions of green claims. An online survey was performed via Embrain and the survey respondents consisted of 500 adult consumers over the age of 20. The field research results showed frequent green claims in the Korean consumer market. However, certified (and hence trustworthy green product information labels) were uncommon in the market. The only green claim widely known and used by consumers was the energy consumption efficiency label. Consumers were interested in the green information label not because it affected their utility cost nor because it was important for environment protection.

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