기후변화에 대한 위험지각이 감정적 소비가치, 친환경관광상품 구매의도에 미치는 영향*

Abstract

This study’s purpose is to explore the relationship between consumers’ risk perception of climate change, emotional consumption values as well as purchase intention towards environmentally-friendly tourism products. The results show that the perception of financial risk caused by climate change has a direct impact on consumers’ intent to buy environmentally-friendly tourism products while consumers’ perception of natural risk has an indirect impact on the intent, with a mediating factor of emotional consumption value. The study suggests that tourism businesses can develop much more segmented management strategies to respond appropriately to consumer behavior based on the environmental issues of modern society.