A Study on the Effect of Online Shopping Users' Ecological Belief on Eco-friendly Consumption Behavior

The purpose of this study was to find out the relationship between online shopping users' ecological belief and eco-friendly consumption behavior, and to verify the process of purchase behavior, use behavior, and disposal behavior. To this end, this study developed research hypotheses and surveys through literature review, conducted a survey of adults in their 20s and older to collect a total of 396 copies of data, and statistically analyzed the collected data to verify the hypothesis. As a result of the study, first, it was found that ecological beliefs had a positive (+) effect on eco-friendly purchase behavior, use behavior, and disposal behavior. Second, eco-friendly purchase behavior was found to have a positive (+) effect on use behavior and disposal behavior. Finally, it was found that eco-friendly use behavior had a positive (+) effect on disposition behavior. Therefore, this study examines the relationship between ecological belief and eco-friendly disposition behavior and attempts to find out what factors affect eco-friendly disposition behavior. It aims to analyze that ecological belief are an important variable in eco-friendly consumption behavior as the number of online shopping users increases, to reveal the process leading to purchase behavior, use behavior, and disposal behavior, and to provide basic data necessary for eco-friendly consumption behavior.