Determinants of Pro-Environmental Consumption: Multicountry Comparison Based upon Big Data Search

The Korean government has promoted a variety of environmental policies to revitalize pro-environmental consumption, and the government’s budget for this purpose has increased. However, there is a lack of quantitative data and analysis regarding the effects upon the pro-environmental consumption of education and changing public awareness of the environment. In addition, to improve pro-environmental consumption, the determinant and hindrance factors of pro-environmental consumption should be analyzed in advance. Accordingly, herein we suggest a pro-environmental consumption index that represents the condition of pro-environmental consumption based on big data queries and use the index to analyze determinants of and hindrances to pro-environmental consumption. To verify the reliability of the proposed indicator, we examine the correlation between the proposed indicator and Greendex, an existing survey-based indicator. In addition, we conduct an analysis of the determinants of pro-environmental consumption across 13 countries based upon the proposed indicator. The index is highest for Argentina and average for Korea. An analysis of the determinants shows that the levels of health expenditure, the ratio of the population aged over 65 years, and past orientation are significantly negatively related to the pro-environmental consumption index, but the level of preprimary education is significantly positively related with it. We also find that high-GDP countries have a significantly positive relationship between economy growth and pro-environmental consumption, but low-GDP countries do not have this relationship.