It is important to understand consumer attitudes associated with their eco-friendly behavior on account of not only environmental reasons, but also corporate aspects. In this study, we examine the relations between variables influencing eco-friendly attitudes and eco-friendly behavioral intentions, namely, recycling, reusing, and reducing (3R). We first, performed a theoretical consideration through reviews of literature on ethical identity, ethical obligation, altruism, and eco-friendly attitudes, and behavioral intentions. Based on the literature review, we designed a study model and drew hypotheses. Further, we collected data using a survey and processed them statistically in order to verify the hypotheses. A total of 265 samples were collected and the data were analyzed using a structural equation model (-LISREL 8.70). The results suggest that ethical identity and altruism significantly influence environmental attitudes. However, the effects of ethical obligations on eco-friendly attitudes are insignificant. The environmental attitudes have a significant effects on the consumer behavioral intention for recycling, reusing, and reducing. Although this study has some limitations, it is expected that it will positively trigger follow-up research.

Abstract
 1. 서 론
 2. 재료 및 방법
  2.1. 연구 대상자
  2.2. 조사 및 분석
 3. 결과 및 고찰
  3.1. 윤리적 소비 가치관
  3.2. 환경 친화적 태도
  3.3. 환경 친화적 행동의도
  3.4. 변수 간의 관계
  3.5. 변수들의 확인요인 분석 및 판별타당성
 REFERENCES

• 송현정(경북대학교 경영학부, Dept. of Business Administration, Kyungpook National University) | Hyun-Jung Song
• 이수형(경북대학교 경영학부, Dept. of Business Administration, Kyungpook National University) | Soo-Hyung Lee Corresponding author
• 문선정(경북대학교 경영학부, Dept. of Business Administration, Kyungpook National University) | Sun-Jung Moon