Influence of Consumers' Shopping Value and Product Types on LOHAS Consumption
The purpose of this study is to provide implications for LOHAS(Lifestyle of Health and Sustainability) consumption growth. The study investigated the relationships between shopping value, LOHAS consciousness and LOHAS consumption. The finding of this study revealed that both hedonic and utilitarian shopping values had a positive effect on LOHAS consciousness and LOHAS consumption. We also found that the representative hedonic and utilitarian products(electronics) had the positive relationship between the both hedonic and utilitarian shopping values and LOHAS consumption. Furthermore, the representative hedonic LOHAS products(cosmetics) showed a positive relationship between hedonic shopping values and LOHAS consumption. However the representative utilitarian LOHAS product(detergent) did not show a relationship between utilitarian shopping values and LOHAS consumption. These findings are expected to provide marketing implications for LOHAS consumption growth. To improve consumers` LOHAS consumption, it is essential to focus on strengthening the hedonic value of the consumers, highlighting LOHAS consciousness. LOHAS consumption may improve the pride of consumers and increase the pleasure of the consumers. Additionally, it is necessary that publicity and education justify consumer behavior such that LOHAS consumption is socially responsible and it is a mature and exemplary action of citizens obligations to society.