Many consumers intend to make environmentally purchase. However, this is not always what occurs. A gap exists between consumer intentions to purchase environmentally friendly products and their actual purchase behavior. In this study, we examined the effect of situational factors such as price sensitivity, product quality perception, and label trust on the relationship between purchase intention and purchase behavior for environmentally friendly products. First, we conducted a theoretical consideration through a review of literature on price sensitivity, product quality perception, label trust, purchase intention and purchase behavior. Based on the literature review, we designed a structural model and developed the hypotheses. Next, we collected data using a survey and processed them statistically in order to verify the hypotheses. A total of 213 samples were collected and the data were analyzed using a structural equation model (LISREL 8.70). The results suggest that the situational factor of label trust has a moderating effect on the relationship between purchase intention and purchase behavior for environmentally friendly products. However, price sensitivity and product quality perception have no moderating effect. This means that trust in labels is important when consumers want to buy environmentally friendly products. Although this study has some limitations, it is expected that it will positively trigger follow-up research.

Abstract
 1. 서 론
 2. 연구방법
  2.1. 친환경 제품 구매의도
  2.2. 친환경 제품 구매행동
  2.3. 상황적 요인
  2.4. 변수 간의 관계
  2.5. 연구 대상자
  2.6. 조사 및 분석
 3. 결과 및 고찰
  3.1. 변수들의 확인요인 분석 및 판별타당성
  3.2. 가설 검증 결과 및 해석
 4. 결 론
 REFERENCES

• 김사원(경북대학교 경영학부) | Sa-Won Kim (Dept. of Business Administration, Kyungpook National University)
• 이수형(경북대학교 경영학부) | Soo-Hyung Lee (Dept. of Business Administration, Kyungpook National University) Corresponding author