Explaining Pro-Environmental Behaviors with Environmentally Relevant Variables: A Survey in Korea

The increasing concerns of Korean consumers towards environmental issues appear to have generated little discernable impact on individual pro-environmental behaviors. Therefore, it is important to look into the comprehensive process in which pro-environmental behavior is generated. The aim of this study is to seek predictors of pro-environmental behavior of Korean consumers and to test interrelationships among environmentally relevant variables: environmental concern, environmental knowledge, perceived consumer effectiveness, and environmental affect, and their effect on preference for products with pro-environmental attributes. We wish to provide an account of the way Korean pro-environmental behavior is shaped, with a specific focus on three types of behavior: green purchase behavior, green product use behavior, and green product disposal behavior.