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KMID : 0379220090290010195
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Journal of Korea Gerontological Society
2009 Volume.29 No. 1 p.195 ~ p.213
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The Empirical Research on Relationship of Consumption Value, Satisfaction, Trust, Loyalty of Green Product in Elderly Consumer
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Hur Won-Moo
Ahn Joon-Hee
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Abstract
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The purpose of this study is to analyse how consumption value affects the loyalty of green product through satisfaction and trust among elderly consumers. Data were collected from a cross-sectional survey of 314 older adults (age?60) in the U. S., who bought and possessed a hybrid car, a representative green product. The statistical methodology is employed a structural equation model. The results demonstrated several important findings. First, perceived social value among elderly
population had significant effects on green product satisfaction, while hedonic value did not. Second, both perceived functional value and environment friendly value had a significant positive effect on trust in green products. Third, satisfaction with green products also led to trust in green products. Finally, trust in green products showed their significant effects on loyalty in green product. These results provide practical implications to improve the trust and loyalty in green products among the elderly consumers. Furthermore, by deriving major components of consumption values in green products among the elderly, and analyzing the mechanism of satisfaction, trust, and loyalty, the study emphasizes relationship marketing in implementing "green" marketing strategies.
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KEYWORD
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Green Marketing, Elderly Consumer, Consumption Value, Satisfaction, Trust, Loyalty, Hybrid Car
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