The issue on environment pollution spread worldwide, has caused the trial to develop the research model to explain and predict eco-friendly consumer’s behaviors on the field of social science. However, the earlier researches had accomplished on emp... The issue on environment pollution spread worldwide, has caused the trial to develop the research model to explain and predict eco-friendly consumer’s behaviors on the field of social science. However, the earlier researches had accomplished on empirical study and the factors without demographic background had been used as the variables to measure the eco-friendly consumer’s behaviors. These variables were so insufficient to explain the relationships between each of them that the efforts to find the variables with explainable power have made steady progress. since 1980’s, the research methodologies with some sociopsychological theories to analyze eco-friendly consumer’s behaviors has been developed. Among many studies on the behavioral characteristics of eco-friendly consumers, “Value-Attitude -Behavior Model” by Homer & Kahle(1988), “Theory of Planned Behavior” by Ajzen(1985), “Norm Activation Model” by Schwartz (1977), and “Value-Belief-Norm Theory” by Stern et. al.(1999) are remarkable. However, each of these four research models has each advantage and each limit on the explainable power to study eco-friendly consumer’s behaviors, meanwhile the leading variables of each model have mutually similarity. Therefore, the overall judgement of the variables in each model to find the factors which influence on eco-friendly consumer’s behaviors is necessary. This study is focused on studying the determinants of eco-friendly consumer’s behaviors analyzing each explainable power on the former four models which are applied to the eco-friendly consumers in China, Japan, and Korea, and abstracting the expanded model of them in consideration of the similarity on their constructs. For this study, the empirical analysis for each model has resulted in confirming the variables significant to three countries’ eco-friendly consumers, and the expanded TPB has been adopted to extract new model of the factor influencing on eco-friendly consumer’s behaviors. As the results of the study, it is shown that the factors influence on eco-friendly consumer’s behaviors are altruistic value, attitude, subjective norm, personal norm, and perceived behavioral control. Furthermore, altruistic value influences on attitude, subjective norm, and perceived behavioral control, and subjective norm on personal norm, and attitude, personal norm, and perceived behavioral control on behavioral intention. Finally, behavioral intention influences on eco-friendly consumer’s behaviors. besides, the differences of reply level among three countries are shown. this study implicates that new modified model which should take account of application of value and attitude, and of subjective norm of personal norm is needed, and also that the expanded TPB model has more explanation power to the factors influence on eco-friendly consumer’s behaviors. It is also shown that the new model from this study has significance on three countries’ eco-friendly consumers and would be an effective model for studying eco-friendly consumer’s behaviors. ，韩语论文范文，韩语论文网站 |
