The Moderating Effects of Environmental Interest between Consumption Value and Eco-friendly Purchasing Behavior

This study explores the importance for businesses to provide valuable products by considering environmental and consumer behavior trends in the production and sales processes. The utility of such value is entirely judged by consumers who intend to make a purchase. As consumer preferences and individuality continue to diversify, it is crucial for businesses to understand consumption values. Therefore, this study was conducted to find out consumption values and to find out adjustment effect of environmental interest in the structural relationship between consumption values and eco-friendly purchasing behaviors. The study was conducted for consumers residing in Jeju area and the obtained data was analyzed. The results of the study showed that, first, social values, functional values, and eco-friendly values, which are sub-factors of consumption values, gave positive (+) effects to eco-friendly purchasing behaviors. Second, the environmental interest gave partial effects in the relationship between consumption values and eco-friendly purchasing behaviors. The academic implication was that how the adjustment effect of environmental interest acted in consumption values and eco-friendly purchasing behaviors in case of eco-friendly products. Practical implication suggests that we should pay attention in how much influences are given by environmental interest as consumption value promotion factors.