Positive study about consumers' Purchasing intention by Green marketing

Sung-Yup, Lee (Majoring in marketing, Graduate School of Business Administration Yeungnam University Teagu Korea)

(Supervised by Professor Chi-Duk Ha, Ph.D.)

Nowadays, the pollution problems along with high economic development are presented. In these state, the proposed part of social marketing is a green marketing.

Our study tried to find the acceptance of consumers about green marketing. The result of a study will help the product positioning of domestic companies which apply it to green marketing. And the sound and reasonable diffusion of green marketing will be used as basic data.

The method of study is divided as two. First, the theoretical establishment was made through literature survey. Second, 300 male and female were surveyed according to five age groups by using Convenience Sampling Method. The compiled samples were analyzed by using SPSS/PC+ programs.

Hypothesis 1> Recognition and interest about environment will have significant difference according to the characteristics of population statistics.

1-1. Female and male consumers will have a difference in perception and interest about environments.

1-2. Married and single consumers will have a difference in perception and interest about environments.

1-3. There will be a difference, depending on age, in perception and interest about environments.

1-4. Consumers with a high level of education and a low level will have a difference in perception and interest about environments.

1-5. There will be a difference in perception and interest about environments according to an income level.

Hypothesis 2> There will be a difference in purchasing intentions about environmental products between environment conscious and non-environment conscious consumers.

Hypothesis 3> There will be a difference in perception of environmental products between environment conscious and non-environment conscious consumers.

In hypothesis 1, 1-2 and 1-3 were chosen. But 1-1 and 1-4 were rejected. Hypothesis 2 was chosen, but hypothesis 3 was rejected.

Our study was focused on the different degree of affection of consumers' recognition and interest about environments to purchasing intention and recognition.

The recognition of the environment importance has been an issue in society. Therefore, the difference between male and female does not exist, and it has been generalized.

And it is effective to maintain green marketing toward products which are focused on 20'-30's in age and high level education consumers.

This reflects the clearness of target market, based on the subdivided markets which are interested in environments, toward environmental products.