Psychological Make-up of Korean Green Consumerism: A Path Model Analysis
0
조회
0
다운로드
4
인용
0
참고문헌
키워드
초록
As consumers’ concern for the environment has been continuously increasing, many firms have actively engaged in environmental marketing to achieve their objectives. However, consumers’ high concerns about the environment are not always reflected in their purchasing behavior. This indicates a need to have an in-depth understanding of the development of green consumption within the individual’s belief system. Considering psychological approaches, a large body of research has examined the factors underlying ecologically conscious consumer behavior and the interrelationships of these factors. However, most of previous research concentrates on Western countries. Using a sample of Korean consumers, this study attempts to understand the bases of Korean green consumerism and find universal values that are cross-culturally important in guiding consumer’s environmental attitudes and behaviors. To this end, we relate the Schwartz’s 10 universal values (Schwartz, 1992) to environmental behaviors in a hierarchical model of value-attitude-behavior. With reference to the value-attitude-behavior framework, a conceptual model was developed to explain what motivations can be manifested in Korean consumers’ environmental attitudes, and subsequently how the attitudes affect their green choices. Using the pattern of relationship among values that can be related to environmentalism, we first hypothesized that there would be particular relationships between motivational value types and environmental attitudes. In hypothesis 2, environmental attitudes are assumed to predict environmental behaviors. On the basis of the claim that favorable attitudes toward the environment may be expressed in many different behaviors, we assumed that consumers’ favorable attitudes toward the environment would be linked to a variety of environmental behaviors because people with high environmental attitudes can be more interested in and knowledgeable about environmental actions. Consistent with H2, we hypothesized in H3 that there would be a positive relationship between different types of environmental behavior. A total of 564 university students participated in the study. The sample included 308 (54.6%) men, 254 (45%) women, and 2 (0.4%) participants who did not indicate their gender. The average age of the participants was 22.5 (s.d.=2.11) years, with a range of 19 to 39 years. Regarding majors, special efforts were made to draw the participants from the different departments of the university. Data was collected by survey administered via self-completion questionnaires. The questionnaire assessed the participants’ value priorities, environmental attitudes and behaviors. Path analysis was conducted (AMOS 4.0) to test the proposed model. The overall fit of the observed model are χ2=72.01 (p=0.00), GFI=0.983, CFI=0.982, NFI=0.970, RMR=0.070, and REMSEA=0.050. Most of the fit measures indicated a good fit of the model with the data. Thus, a hierarchical relationship from values to environmental attitudes to environmental non-purchasing behavior to environmental purchasing behavior was confirmed. All the predicted paths were assessed by path coefficients and several major effects hypothesized were confirmed. Out of the ten value types, universalism and power were found to be significantly but conversely related to environmental attitudes. In line with the other studies, our findings confirmed that environmental attitudes are an important factor in leading a variety of environmentally conscious behaviors. Finally, we found significant relationships between environmental non-purchasing and purchasing behaviors. The path analysis supported the idea that universalism values provide a motivation for Korean consumers’ greenness and they indirectly promote environmental acts through favorable attitudes toward the environment. Participants with high environmental attitudes were found to actively engage in diverse forms of environmentally conscious consumer behaviors. In this research, we provide an opportunity to examine cross-cultural differences with respect to values causing environmentalism and further to verify the previous findings. Moreover, we have examined the attitude-behavior relationship with respect to three distinct types of environmental behaviors. The different strengths of paths between environmental attitudes and behaviors suggest that researchers should consider the specificity of behavior explained as an effort to improve the low attitude-behavior correlation. Finally, it is illustrated that along with the increased environmental concerns among them, people become to include more behaviors in their green portfolio.
Abstract
As consumers’ concern for the environment has been continuously increasing, many firms have actively engaged in environmental marketing to achieve their objectives. However, consumers’ high concerns about the environment are not always reflected in their purchasing behavior. This indicates a need to have an in-depth understanding of the development of green consumption within the individual’s belief system. Considering psychological approaches, a large body of research has examined the factors underlying ecologically conscious consumer behavior and the interrelationships of these factors. However, most of previous research concentrates on Western countries. Using a sample of Korean consumers, this study attempts to understand the bases of Korean green consumerism and find universal values that are cross-culturally important in guiding consumer’s environmental attitudes and behaviors. To this end, we relate the Schwartz’s 10 universal values (Schwartz, 1992) to environmental behaviors in a hierarchical model of value-attitude-behavior. With reference to the value-attitude-behavior framework, a conceptual model was developed to explain what motivations can be manifested in Korean consumers’ environmental attitudes, and subsequently how the attitudes affect their green choices. Using the pattern of relationship among values that can be related to environmentalism, we first hypothesized that there would be particular relationships between motivational value types and environmental attitudes. In hypothesis 2, environmental attitudes are assumed to predict environmental behaviors. On the basis of the claim that favorable attitudes toward the environment may be expressed in many different behaviors, we assumed that consumers’ favorable attitudes toward the environment would be linked to a variety of environmental behaviors because people with high environmental attitudes can be more interested in and knowledgeable about environmental actions. Consistent with H2, we hypothesized in H3 that there would be a positive relationship between different types of environmental behavior. A total of 564 university students participated in the study. The sample included 308 (54.6%) men, 254 (45%) women, and 2 (0.4%) participants who did not indicate their gender. The average age of the participants was 22.5 (s.d.=2.11) years, with a range of 19 to 39 years. Regarding majors, special efforts were made to draw the participants from the different departments of the university. Data was collected by survey administered via self-completion questionnaires. The questionnaire assessed the participants’ value priorities, environmental attitudes and behaviors. Path analysis was conducted (AMOS 4.0) to test the proposed model. The overall fit of the observed model are χ2=72.01 (p=0.00), GFI=0.983, CFI=0.982, NFI=0.970, RMR=0.070, and REMSEA=0.050. Most of the fit measures indicated a good fit of the model with the data. Thus, a hierarchical relationship from values to environmental attitudes to environmental non-purchasing behavior to environmental purchasing behavior was confirmed. All the predicted paths were assessed by path coefficients and several major effects hypothesized were confirmed. Out of the ten value types, universalism and power were found to be significantly but conversely related to environmental attitudes. In line with the other studies, our findings confirmed that environmental attitudes are an important factor in leading a variety of environmentally conscious behaviors. Finally, we found significant relationships between environmental non-purchasing and purchasing behaviors. The path analysis supported the idea that universalism values provide a motivation for Korean consumers’ greenness and they indirectly promote environmental acts through favorable attitudes toward the environment. Participants with high environmental attitudes were found to actively engage in diverse forms of environmentally conscious consumer behaviors. In this research, we provide an opportunity to examine cross-cultural differences with respect to values causing environmentalism and further to verify the previous findings. Moreover, we have examined the attitude-behavior relationship with respect to three distinct types of environmental behaviors. The different strengths of paths between environmental attitudes and behaviors suggest that researchers should consider the specificity of behavior explained as an effort to improve the low attitude-behavior correlation. Finally, it is illustrated that along with the increased environmental concerns among them, people become to include more behaviors in their green portfolio.
참고문헌 (83)
- Anderson, W. T., Jr., "The socially conscious Consumer", Journal of Marketing, 36, pp.23~31 (1972)
- Antil, J. A., "Socially responsible consumers: Profile and implications for public policy", Journal of Macromarketing, pp.18~39 (1984)
- Bentler,P M., "EQS:Structural Equations Program Manual.BMDP Statistical Software" (1995), CA
- Boehnke, K., "The structure and dynamic of worry: Theory, measurement, and cross-national replications", Journal of Personality, 66(5), pp.745~782 (1998)
- Bratt, C., "Consumers’ environmental behavior generalized, sector-based, or compensatory?", Environment and Behavior, 31(1), pp.28~44 (1999)
- Browne, M. W., "Alternative ways of assessing model Fit. In: Testing Structural Equation Models", pp.136~162 (1993), Sage
- Burgess, S. M., "Do values share universal content and structure? A South African test", South African Journal of Psychology, 24(1), pp.1~12 (1994)
- Chan, R. Y. K., "Determinants of Chinese consumers’ green purchase behavior", Psychology & Marketing, 18, pp.389~413 (2001)
- Derksen, L., "The social context of recycling", American Sociological Review, 58, pp.434~442 (1993)
- Dunlap, R. E., "The new environmental paradigm", Journal of Environmental Education, 9(4), pp.10~19 (1978)
- Eagly, A. H., "The Psychology of Attitudes" (1993), Harcourt Brace Jovanovich
- Egri, C. P., "Leadership in the North American environmental sector: Values, leadership styles, and contexts of environmental leaders and their organizations", Academy of Management Journal, 43(4), pp.571~604 (2000)
- Feather, N.T., "Value correlates of ambivalent attitudes toward gender Relations", Personality and Social Psychology Bulletin, 30(1), pp.3~12 (2004)
- Follows, S. B., "Environmentally responsible purchase behavior: A test of a consumer model", European Journal of Marketing, 34(5), pp.723~746 (2000)
- Gill, J. D., "Ecological concern, attitudes, and social norms in voting behavior", Public Opinion Quarterly, 50, pp.537~554 (1986)
- Glazer, S., "Similarities and differences in human values between nurses in four countries", International Journal of Intercultural Relations, 23(1), pp.157~173 (2002)
- Gray, D. B, "Ecological Beliefs and Behaviors" (1985), Greenwood
- Green-Demers, I., "The impact of behavioral difficulty on the salience of the association between self-determined motivation and environmental behaviors", Canadian Journal of Behavioral Science, 29, pp.145~156 (1997)
- Grunert, S. C., "Everybody seems concerned about the environment: But is this concern reflected in (Danish) consumers’ food choice?", Advances in Consumer Research, pp.428~433 (1993)
- Grunert, S. C., "Values, environmental attitudes, and buying of organic foods", Journal of Economic Psychology, 16(1), pp.39~62 (1995)
- Grunert-Beckmann, S. C., "The dominant social paradigm value systems, and environmental concern: Examining the human triad’s (in)compatibilities", 22nd Macromarketing Conference Proceedings, pp.122~128 (1997)
- Guagnano, G. A., "Influences on attitude-behavior relationships: A natural experiment with curbside recycling", Environmental and Behavior, 27, pp.699~718 (1995)
- Hair, J. F., "Multivariate Data Analysis (5th ed.)" (1998), Prentice-Hall
- Hair, J. F., "Multivariate Analysis" (1999), Prentice-Hill
- Heberlein, T. A., "Attitudes and environmental management", Journal of Social Issues, 45(1), pp.37~57 (1989)
- Hines, J. M., "Analysis and synthesis of research on responsible environmental behavior: A meta-analysis", Journal of Environmental Education, 18, pp.1~8 (1987)
- Homer, P. M., "A structural equation test of the value-attitude-behavior hierarchy", Journal of Personality and Social Psychology, 54, pp.638~646 (1988)
- Hopper, J. R., "Recycling as altruistic behavior: Normative and behavioral strategies to expand participation in a community recycling program", Environment and Behavior, 23, pp.195~220 (1991)
- Jackson, T., "Policies for Sustainable Consumption" (2003), Sustainable Development Commission
- Karp, D. G., "Values and their effect on pro-environmental behavior", Environment and Behavior, 28, pp.111~133 (1996)
- Keller, G. M., "Industry and the environment: Toward a new philosophy", Vital Speeches, 54(5), pp.154~157 (1987)
- Kilbourne, W. E., "The role of the dominant social paradigm in environmental attitudes: A multinational examination", Journal of Business Research, 55, pp.193~204 (2002)
- Kilbourne, W., "Sustainable consumption and the quality of life: A macromarketing challenge to the dominant social paradigm", Journal of Macromarketing, 17, pp.4~24 (1997)
- 김연신, "Schwartz의 보편적 가치 이론의 적용 타당성 연구：한국대학생을 대상으로", 한국심리학회지: 사회및성격, 23(1), pp.1~16 (2009), 한국사회및성격심리학회
- 김연신, "A Cross-Cultural Study of Value Structure and Environmental Consumerism: The Case of Korean and United States Consumers", 아시아마케팅저널, 10(4), pp.35~64 (2009), 한국마케팅학회
- Koo, D. M., "The effects of personal values as enduring shopping motives on attribute evaluation and re-patronage intention to a discount store", Journal of Global Academy of Marketing Science, 16(1), pp.45~71 (2006)
- Koo, D. Mo, "The effects of personality variables and values on pro-environmental product purchase and recycling behaviors", Journal of Global Academy of Marketing Science, 5(1), pp.171~204 (2000)
- La Trobe, H. L., "A modified NEP", DSP environmental attitudes scale, 2000, pp.32(1), 12~20
- Lee, Y. J., "Factors influencing individual recycling behavior in office settings: a study of office workers in Taiwan", Environment and Behavior, 27, pp.380~403 (1995)
- Lee, J. A., "Understanding the determinants of environmentally conscious Behavior", Psychology & Marketing, 16, pp.373~392 (1999)
- Lee, M.Y., "Consumer awareness and evaluation of retailers’ social responsibility: An exploratory approach into ethical purchase behavior from a US perspective", Journal of Global Academy of Marketing Science, 20(1), pp.49~58 (2010)
- Lynch, B. D., "The garden and the sea: U.S. Latino environmental discourses and mainstream environmentalism", Social Problems, 40, pp.108~124 (1993)
- McCarty, J. A., "The influence of individualism, collectivism, and locus of control on environmental beliefs and behavior", Journal of Public Policy & Marketing, 20, pp.93~104 (2001)
- Mainieri, T., "Green buying: The influence of environmental concern on consumer behavior", The Journal of Social Psychology, 137, pp.189~204 (1997)
- McKenzie-Mohr, D., "Determinants of responsible environmental behavior", Journal of Social Issues, 51, pp.139~156 (1995)
- Milfont, T. L., "A cross-cultural study of environmental motives concerns and their implications for proenvironmental behavior", Environment and Behavior, 38(6), pp.745~767 (2006)
- Moisander, J., "Group identity, personal ethics, and sustainable development: Suggesting new directions for social marketing research. In: Society, Behavior, and Climate Change Mitigation", pp.127~156 (2000), Kluwer academic publishers
- Nunnally, J. C., "Psychometric Theory, 3rd ed." (1994), McGraw-Hill
- Oskamp, S., "Factors influencing household recycling behavior", Environment and Behavior, 23, pp.494~519 (1991)
- Pelletier, L. G, "Why are you doing things for the environment? The motivation toward the environment scale", Journal of Applied Social Psychology, 28, pp.437~468 (1998)
- Pickett, G. M., "Is there a general conserving consumer? A public policy concern", Journal of Public Policy & Marketing, 12(2), pp.234~243 (1993)
- Rapert, M. I., "Seeking a better place: Sustainability in the CPG industry", Journal of Global Academy of Marketing Science, 20(2) (2010)
- James, A. R., "Sex differences in socially responsible consumers’ behavior", Psychological Reports, 73, pp.139~316 (1993)
- James, A. R., "Green consumers in the 1990s: Profile and implications for advertising", Journal of Business Research, 36, pp.217~231 (1996)
- Milton, R., "Beliefs, Attitudes and Values: A Theory of Organization and Change" (1968), Jossey-bass publishers
- Roozen, I. T. M., "Polish and Belgian consumers’ perception of environmentally friendly behavior", Journal of Consumer Studies & Home Economics, 24(1), pp.9~21 (2000)
- Samdahl, D. M., "Social determinants of environmental concern: specification and test of the model", Environment and Behavior, 21(1), pp.57~81 (1989)
- Scherhorn, G., "Kausalitatsorientierungen und konsumrelevante einstellungen" (1988), University of Hohenheim
- Stuttgart Schultz, P. W., "Values and proenvironmental behavior: A five-country survey", Journal of Cross-Cultural Psychology, 29, pp.540~558 (1998)
- Schultz, P. W., "Values as predictors of environmental attitudes: evidence for consistency across 14 countries", Journal of Environmental Psychology, 19, pp.255~265 (1999)
- Schwartz, S. H., "Universals in the content and structure of values: Theoretical advances and empirical tests in 20 Countries", Advances in Experimental Social Psychology, 25, pp.1~65 (1992)
- Schwartz, S. H., "Are there universal aspects in the structure and contents of human values?", Journal of Social Issues, 50(4), pp.19~45 (1994)
- Schwartz, S. H., "A theory of cultural values and some implications for work", Applied Psychology: An International Review, 48(1), pp.23~47 (1999)
- "A Proposal for Measuring Value Orientations across Nations: Chapter 7 in the Questionnaire Development Package of the European Social Survey"[URL]
- Schwartz, S. H., "Value priorities and religiosity in four western religions", Social Psychology Quarterly, 58(2), pp.88~107 (1995)
- Schwartz, S. H., "Identifying culture-specifics in the content and structure of values", Journal of Cross-Cultural Psychology, 26(1), pp.92~116 (1995)
- Schwepker, C. H. Jr., "An examination of ecologically concerned consumers and their intention to purchase ecologically packaged products", Journal of Public Policy & Marketing, 10(2), pp.77~101 (1991)
- Shearer, J. W., "Business and the new environmental imperatives", Business Quarterly, 54(3), pp.48~52 (1990)
- Stanley, L. R, "The relationship between environmental issue involvement and environmentally-conscious behavior: an exploratory study", Advances in Consumer Research, 23, pp.183~188 (1996)
- Stern, P. C., "The value basis of environmental concern", Journal of Social Issues, 50, pp.65~84 (1994)
- Stern, P. C., "A value-belief-norm theory of support for social movements: the case of environmental concern", Human Ecology Review, 6, pp.81~97 (1999)
- Stern, P. C., "Values orientations, gender, and environmental concern", Environment and Behavior, 25, pp.322~348 (1993)
- Stern, P. C., "Values, beliefs, and proenvironmental action: attitude formation toward emergent attitude objects", Journal of Applied Social Psychology, 25, pp.1611~1636 (1995)
- Stern, P. C., "Managing scarce environmental resources. In: Handbook of environmental psychology", pp.1043~1088 (1987), Wiley
- Sung, H., "Typology of Korean eco-sumers: Based on clothing disposal behaviors", Journal of Global Academy of Marketing Science, 20(1), pp.59~69 (2010)
- Tracy, A. P., "Relationships among ecologically responsible behaviors", Journal of Environmental Systems, 13, pp.115~126 (1983)
- Thøgerson, J., "Human values and the emergence of sustainable consumption pattern: A panel study", Journal of Economic Psychology, 23, pp.605~630 (2002)
- John, T., "Values and attitude formation towards emerging attitude objects: from recycling to general waste minimizing behavior", Advances in Consumer Research, 24, pp.182~189 (1997)
- Tucker, L. R. Jr., "Identifying the environmentally responsible consumer: The role of internal-external control of reinforcements", Journal of Consumer Affairs, 14(2), pp.326~340 (1980)
- Ullman, J. B., "Structural equation modeling. In: Using Multivariate Statistics", pp.231~251 (1996), Harper Collins College Publishers
- Uusitalo, L., "Consumer preferences for environmental quality and other social goals", Journal of Consumer Policy, 13 (1990)
- Wiegel, R., "Environmental concern: The development of a measure", Environment and Behavior, 10(1), pp.3~5 (1978)
- Wiener, J. L., "A framework for promoting cooperation", Journal of Marketing, 55, pp.38~47 (1991)