아태비즈니스연구 (Asia-Pacific Journal of Business)

  • 제10권1호
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  • Pages.55-72
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  • 2019
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  • 2233-5900(pISSN)
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  • 2384-3934(eISSN)
강원대학교 경영경제연구소 (KNU The Institute of Management & Economy Research)
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친환경 제품의 외재적 속성이 지각된 가치, 지각된 위험 및 구매의도에 미치는 영향: 중국 유기농우유를 중심으로

The Effect of External Attributes of Eco-Friendly Product on Perceived Values, Perceived Risk and Purchasing Intention : Focus on Organic Milk Product in China

  • ;
  • 박상문 (강원대학교 경영회계학부)
  • Piao, Xuexu (Department of Business Administration, Kangwon University) ;
  • Park, Sang-Moon (Division of Business Administration and Accounting, Kangwon University)
  • 투고 : 2019.02.28
  • 심사 : 2019.03.25
  • 발행 : 2019.03.30
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초록

Natural disasters and transient resource extraction cause new environmental problems and the waste of resources has also become a big problem. Because these kinds of environmental damage and pollution are harmful to human beings, the problem of environmental protection has become a global issue. In this situation, most consumers prefer Eco-Friendly products that benefit their health and can reduce environmental pollution as well. Businesses also try to develop marketing strategies that position products focused on the environment. At this point, the study has categorized extrinsic properties of Eco-Friendly products into brand images, the reliability of Eco-marks, advertisement views, and researches how the properties have effects on the perceived values and perceived risk in the process of consuming and how the perceived values and perceived risk have implications for purchasing intention. The consumer's perceived values are classified into emotional, social and Eco-friendly values. On the research of existing Chinese consumers or organic milk products, this study explains how the Chinese consumers make an assessment of the extrinsic property of Eco-Friendly products in the Chinese market and provide strategic implications to the Chinese market entrants.

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