윤리적소비 구매 갭(gap) 연구 -윤리적소비 구매의도의 행동전환 가능성을 중심으로-
A Study on the Ethical Consumption Purchase Gap -The Possibility of Conversion of Ethical Purchase Intention into Behavior-
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초록
매우 다양한 영역에 걸쳐있는 윤리적소비는 환경, 건강, 웰빙과 같은 넓은 개념의 용어들을 포함한다. 한국에서도 윤리적소비에 대한 인식이 많이 확산되었으나 소비자들의 윤리적인식과 실천수준은 다르게 나타나고 있다. 이런 현상은 많은 선행연구에서도 ‘윤리적소비 갭’, ‘윤리적 구매의도와 행동 갭’, ‘윤리적소비자 패러독스’ 등으로 제시되고 있다. 선행연구들에 따르면 윤리적소비 갭의 주요 요인들은 가격, 정보의 부족과 정보에 대한 신뢰, 편의성, 윤리적 태도와 인식 등이다. 그러나 이 연구들은 실제 행동이 아닌 구매의도를 측정하는 한계를 가지고 있다. 본 연구는 윤리적소비자의 구매의도와 실제 구매행동 간의 갭 요인을 찾아내고 마케팅믹스를 적용하여 구매 갭을 해소하거나 줄일 수 있는 지점을 제시하고자 하였으며, 이를 통해 윤리적소비자 행동에 대한 이해를 높여냄으로써 향후 윤리적소비 활성화에 도움을 줄 수 있기를 기대한다. 친환경제품 이용자 20명을 대상으로 심층인터뷰를 진행하였고, 분석도구는 델파이 방법과 근거이론을 접목한 GDM(Grounded Delphi Method)을 사용하였다.
Abstract
The concept of ethical consumerism covers broad area and includes various terms such as environmental, health, and well-being. Although the awareness of ethical consumerism has increased in Korea, consumer’s ethical behavior is different from the recognition. In the previous researches, such phenomenon is presented as “Ethical Consumption Gap,” “Ethical Purchase Attitude Gap,” or “Ethical Consumer Paradox.” These studies are found to be the factors generating ethical consumption gap. But they have limitations in terms of measuring the intention of purchase, not actual behavior. The purpose of this study is to find out the gap between ethical purchasing behavior and the purchase intention of ethical products, and to find out the point to resolve or reduce purchasing gap. We interviewed 20 participants who well know about or buy eco-friendly/organic products. The analyzing tool is GDM which combines the Grounded Theory and Delphi. This study will expect to increase more understanding for ethical consumer and promote to ethical consumerism in the future.
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