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업사이클링 패션 제품에 대한 구매 의도의 선행요인에 대한 연구 - 환경친화적 가치와 계획된 행동이론을 중심으로 -

An examination of determinants to purchase intention of upcycling fashion product - Towards a framework of the Theory of Planned Behavior and eco-friendly value -

송지안
한국디자인트렌드학회 (Korea Society of Design Trend)|2024.05|한국디자인포럼 (Journal of Korea Design Forum)|제29권 제2호|pp. 7-20|DOI 10.21326/ksdt.2024.29.2.001

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참고문헌

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계획된 행동이론Theory of Planned Behavior업사이클링 패션 제품친환경적 가치Upcycling fashion ProductEco-friendly Value
주제분류디자인

초록

연구배경 소비자가 업사이클링 제품으로부터 지각하는 특성과 제품을 구매하려는 의도 간의 관련성을 조사한다면 패션 제조기업과 소비자가 동참하여 환경적 가치를 구현하는 방안을 위한 시사점을 제공할 수 있을 것으로 기대한다. 본 연구의 목적은 계획된 행동이론을 기반으로 하여 소비자의 업사이클링 패션 제품 구매 의도에 영향을 미치는 선행요인을 조사함에 있다. 연구방법 계획된 행동이론 모형을 이루는 세 가지 변수인 태도와 주관적 규범, 지각된 행동 통제와 함께 소비자가 가지는 친환경적 가치는 업사이클링 패션 제품 구매 의도에 영향을 미칠 것으로 예측하였다. 그리고 친환경적 가치가 구매 의도에 미치는 영향은 계획된 행동이론의 변수에 의해서 매개가 될 것으로 예상하였다. 158명의 조사 대상자로부터 수집한 설문자료에 대하여 프로세스 매크로를 활용한 병렬매개모형을 분석하였다. 조사 대상자의 성별과 연령, 결혼 여부, 그리고 학력 수준을 포함하는 4개의 인구 통계적 변수를 통제하였다. 연구결과 위계적 회귀모형 분석을 수행한 결과, (1) 친환경적 가치는 구매 의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다, (2) 태도와 주관적 규범, 그리고 지각된 행동 통제는 모두 구매 의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다, (3) 구매 의도에 미치는 친환경적 가치는 태도와 주관적 규범에 따라서 매개가 되며, 간접효과가 가지는 영향력은 직접 효과와 비교하여 큰 것으로 나타났다. 마지막으로, (4) 지각된 행동 통제는 친환경적 가치가 구매 의도에 미치는 영향을 매개하는 것으로 나타났으나, 그 간접효과의 영향력은 직접 효과와 비교하여 작은 것으로 평가되었다. 결론 본 연구의 결과는 친환경적 제품의 소비에 대한 긍정적인 인식이 개인 소비자뿐만 아니라 사회 전반에 확산되도록 전략을 마련해야 한다는 시사점을 제공한다. 이와 함께, 업사이클링 패션 제품에 대한 개별적인 가격이나 판매를 위한 접근성의 확보를 강조하기보다, 제품의 친환경성을 강조하고 환경에 미치는 부정적인 영향을 최소화할 수 있는 것이 중요하다는 점을 대중에게 알리는 노력이 필요하다.

Abstract

Background It is important to note that an examination regarding the relation of individuals’ perceptions towards upcycled fashion product and their purchase intention should provide important insights and implications for fashion brand manufacturer and consumers together. In response to calls for greater attention to upcycled fashion nowadays, the present study aimed to identify the determinants to consumer purchase intention of upcycling fashion product. This work is notable, given its theoretical framework using the Theory of Planned Behavior. Methods The conceptual model was statistically validated on sample data collected from one-hundred and fifty-eight respondents participated in the present work. A parallel mediation model was verified using Hayes’s Process Macro. Four demographic variables including age, gender, marital status and educational level were controlled for in the first regression model. Result The results from a hierarchical regression analysis indicate that, (1) perceived eco-friendly value had an impact in purchase intention of upcycling fashion product, (2) attitude, subjective norm, and perceived behavioral control were found to be immediate determinants to purchase intention, and (3) the influence of perceived eco-friendly value on purchase intention was mediated by attitude and subjective norm, and lastly, (4) the indirect effect of eco-friendly value on purchase intention mediated by perceived behavioral control was found to be lower than direct effect. Conclusion The overall results imply that strategies should be developed to diffuse favorable or positive awareness toward the use of eco-friendly fashion to individual consumers and the entire society. In addition, efforts should be made to emphasize the eco-friendliness of upcycled fashion products as well as the potential to reduce their potential negative impacts on our environments.

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