title: THE ROLE OF CONSUMER VALUES AND SOCIO-DEMOGRAPHICS IN GREEN PRODUCT SATISFACTION: THE CASE OF HYBRID CARS.
abstract: This study investigated the relationship between consumer value and customer satisfaction, seeking a better understanding of the motivations underlying "green product" purchases. Based on the influence of demographic factors, it further explores the moderation effects of buyers' socio-demographics on the link between value and satisfaction. Data were collected through a mail survey of American hybrid car buyers. Consumer value, satisfaction, and socio-demographic information were measured, and the proposed relationships among them were tested using hierarchical multiple regression analysis. This study's findings reveal that values (i.e., functional and social) significantly impact hybrid satisfaction and that the effects vary by sex and age. This research provides insight into the motivations of green product purchases by incorporating important consumer characteristics.
authors.affiliation: 1 School of Business Administration, Pukyong National University.
authors.forename: Won-Moo
authors.initials: WM
authors.lastname: Hur
authors.affiliation: 2 SK Research Institute.
authors.forename: Jeong
authors.initials: J
authors.lastname: Woo
authors.affiliation: 3 Department of Business Administration, Myongji University.
authors.forename: Yeonshin
authors.initials: Y
authors.lastname: Kim
mesh_terms: D000328:Adult; D000368:Aged; D000369:Aged, 80 and over; D001336:Automobiles / Q000706:statistics & numerical data*; D003258:Consumer Behavior / Q000706:statistics & numerical data*; D004777:Environment; D005260:Female; D006801:Humans; D008297:Male; D008875:Middle Aged; D009042:Motivation; D010549:Personal Satisfaction; D012945:Social Values; D012959:Socioeconomic Factors; D055815:Young Adult