Ⅰ. Introduction
1. Research purpose
oFollowing the Ministry of Environment’s announcement of the Act on the Promotion of Purchase of Green Products, the Fourth Master Plan for Encouraging Purchase of Green Products was prepared in January 2021.
ㅇEmphasis on raising green product awareness and promoting the purchase of green products in the private sector
ㅇExpansion of the green product market in the private sector led by public participation will play a core role in successful employment of the Fourth Master Plan for Encouraging Purchase of Green Products.

oTo boost green consumption in the private sector, it is necessary to understand consumers’ green purchase behavior based on their environmental ethics.
ㅇ Environmental ethics is one moral standard to judge whether the behavior is environmentally correct.
ㅇ Establishing environmental ethics as an analysis tool, this study explores the preference and purchase intention for green products by socio- economic group to increase green product sales in the private sector, which is the core objective of the Fourth Master Plan for Encouraging Purchase of Green Products.
2. Research scope
o Theoretical framework and previous research
o Green product market overview and purchase promotion policy of green products
o Problems and improvement directions for promoting purchase of green products
o Survey results
o Green product marketing strategy and policy suggestions

Ⅱ. Theoretical Framework and Previous Research
1. Environmental ethics
o Since the definition of environmental ethics is too broad, this study is conducted focusing