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Understanding Green Purchase: The Influence of Collectivism, Personal Values and Environmental Attitudes, and the Moderating Effect of Perceived Consumer Effectiveness

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Authors
KIM, YEONSHIN
Issue Date
2011-06
Publisher
College of Business Administration (경영대학)
Citation
Seoul Journal of Business, Vol.17(1): 65~92
Keywords
CollectivismPersonal ValuesEnvironmental AttitudesPerceived Consumer EffectivenessGreen Purchase Behavior
Abstract
This study investigates determinants of green buying behavior. Using
structural equation modeling, the effects of collectivism, values and
attitudes on ecological purchase and their hierarchical relationships are
investigated. Furthermore, a moderated multiple regression is applied to
test whether the link between attitude and behavior is enhanced by the
degree of perceived consumer effectiveness (PCE). The results suggest
that collectivism is important in predicting green purchase. The positive
influence of collectivism on consumer greenness flows through selftranscendence
values. However, PCE fails to moderate the strength of the
relationship between environmental attitudes and green purchase behavior.
Implications for public policy and marketing communication efforts are
discussed.
ISSN
1226-9816
Language
English
URI
http://hdl.handle.net/10371/75584
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College of Business Administration/Business School (경영대학/대학원)Dept. of Business Administration (경영학과)Seoul Journal of BusinessSeoul Journal of Business Volume 17, Number 1/2 (2011)
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