인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
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초록·키워드
The purpose of this study is to empirically analyze and investigate the effect of coffee consumers’ eco-friendly knowledge and interest on their attitudes and behavioral intentions toward coffee shops. Existing studies are focused on external factors, but this study attempted to analyze the structural relationship between attitudes and behavioral intentions toward eco-friendly coffee shops by paying attention to eco-friendly knowledge and interest among consumers’ internal factors. For this study, an online survey was conducted for a total of 30 days from July 08 to August 8, 2024, targeting consumers who have used eco-friendly coffee shops in Seoul and Gyeonggi Province. A total of 260 copies were collected and 249 copies were used for analysis, excluding 11 copies of unfaithful responses, and the collected data were analyzed using SPSS Statistics 25.0 to find out the general characteristics of the survey subjects, exploratory factor analysis, reliability analysis, and correlation analysis regression analysis were performed to verify the validity and reliability of variables. As a result of the analysis, first, eco-friendly knowledge and interest had a significant positive (+) effect on the attitude toward coffee shops, and eco-friendly interest had a greater influence than knowledge. Second, the attitude toward coffee shops was found to have a significant positive (+) effect on behavioral intentions, and third, eco-friendly knowledge and interest were found to directly affect behavioral intentions without mediating attitudes. This means that consumers’ perception of environmental values and emotional empathy can lead to practical actions. Based on these results, the theoretical framework was expanded by empirically presenting the importance of emotional factors rather than cognitive factors in eco-friendly consumption behavior research, and coffee shops will provide practical implications for establishing emotional marketing strategies that induce consumers’ emotional empathy and participation beyond simply providing environmental information.
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