This study was conducted to causally analyze the factors influencing Korean consumers' environmentally conscious consumer behavior. Research on environmentally conscious consumer behavior has continued steadily from the early 1970s to the present, but since most existing studies have been limited to descriptive analysis, there are problems in interpreting and utilizing the research results. Therefore, this study sought to construct a causal model to explain Korean consumers' environmentally conscious consumer behavior, and the collected data were analyzed using LISREL. The analysis results showed that perceived effectiveness of consumer effort had a significant effect on environmental concern, and environmental concern had a positive effect on the intention to engage in environmentally conscious consumer behavior. Additionally, the intention to engage in environmentally conscious consumer behavior was found to have a significant effect on actual environmentally conscious consumer behavior. However, community activity orientation was found to have no significant effect on environmental concern. Therefore, to enhance the effectiveness of green marketing or to promote environmentally conscious consumer behavior, it appears necessary to raise consumers' perceived level of effectiveness of consumer effort and to foster environmental concern through education, campaigns, or advertising.