대학생들의 친환경적 성향이 스포츠용품 기업 이미지와 구매의도에 미치는 영향

Abstract

The purpose of this study is to find the effectiveness of college students’ environment-friendly chracteristics on sport products company image and purchase intentions. A survey was performed to 265 college students who attend universities in Seoul and Gyeonggi. SPSS 19.0 version for windows was utilized to perform correlation analysis and frequency analysis. Amos program was utilized to find relationship for structural equating model - results are as below: first, college consumers’ environment-friendly cognition has positive effects on environment-friendly behaviors. Second, college consumers’ environment-friendly cognition has positive effects toward company images.

Third, college consumers’ environment-friendly cognition has positive effects toward purchase intentions. Fourth, college consumers’ environment behavior has positive effects toward purchase intentions. Fifth, company image has positive effects toward purchase intentions. Sixth, when environment-friendly cognition effects purchase intentions, environment behavior and company image have mediate relations. In the sense, college consumers’ environment-friendly cognition, behavior, and the company image are important key factors. Therefore, when the sport product companies promote their products, they should try not only to promote, but also to make consumers develop interests in environment and get involved in it. In addition, eco-friendly products should be invented by indicating the origin of the material along with publicizing the process of production and trade to gain trust from the consumers toward the products.