인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
피인용 0
초록·키워드
This study aimed to examine the effects of consumer innovativeness and perceived consumer effectiveness on eco-friendly product purchase intention in the foodservice industry, focusing on the mediating roles of eco-label trust and eco-friendly consumption self-efficacy. To achieve this purpose, a survey was conducted using Google Forms from February 5 to February 27, 2025, through a snowball sampling method. A total of 191 responses were collected and used for empirical analysis, which was performed using the SPSS 27.0 program. The analysis results showed that all eight proposed hypotheses were supported. Consumer innovativeness and perceived consumer effectiveness had significant positive effects on eco-label trust; these two factors and eco-label trust had significant effects on eco-friendly consumption self-efficacy; and eco-friendly consumption self-efficacy, consumer innovativeness, and perceived consumer effectiveness all had significant positive effects on eco-friendly product purchase intention. Based on these findings, this study suggests that foodservice managers can promote consumers’ eco-friendly purchasing behaviors by enhancing eco-label trust and adopting experiential marketing strategies designed to increase consumer innovativeness and perceived consumer effectiveness.
본문·목차
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