본문 바로가기
KERD
논문KCI 등재

커피숍 다회용 컵 사용에 대한 태도 형성을 저해하는 사용 장벽 분석

Investigating barriers hindering attitude formation towards reusable cup usage in the coffee shop industry

김인신|배소혜
한국외식산업학회 (The Korean Foodservice Association)|2024.06|한국외식산업학회지 (FoodService Industry Journal)|제20권 제3호|pp. 119-131|DOI 10.22509/kfsa.2024.20.3.008

0

조회

0

다운로드

0

인용

0

참고문헌

키워드

plastic wastebarriers to usagereusable cupssingle-use cupssustainable behaviour
주제분류관광학

초록

This study aimed to investigate consumer perception of reusable cups in coffee shops. Specifically, it proposed, based on prior research, that barriers to the use of reusable cups in coffee shops have a negative impact on attitudes, and exploratively identified attributes of usage barriers that consumers find inconvenient when using reusable cups in coffee shops. Data collection was conducted through an online survey from February 22nd to 28th, 2024, spanning 7 days, gathering responses from a total of 304 participants. After excluding unreliable responses, the analysis was conducted on a final sample of 301 participants. As a result, four attributes of barriers to the use of reusable cups in coffee shops were identified: financial barriers, time-functional barriers, psychological barriers, and hygiene barriers. Furthermore, the study discovered the attribute of barriers to the use of reusable cups that has the greatest impact on consumer attitudes and confirmed whether consumer attitudes towards reusable cups significantly influence usage intentions. Firstly, among the attributes of barriers to the use of reusable cups in coffee shops, time-functional barriers had the strongest influence on consumer attitudes, followed by hygiene barriers. Secondly, financial barriers and psychological barriers among the attributes of barriers to the use of reusable cups in coffee shops were found not to influence attitudes. Thirdly, consumer attitudes towards reusable cups were found to act as significant antecedents to increasing usage intentions.

Abstract

This study aimed to investigate consumer perception of reusable cups in coffee shops. Specifically, it proposed, based on prior research, that barriers to the use of reusable cups in coffee shops have a negative impact on attitudes, and exploratively identified attributes of usage barriers that consumers find inconvenient when using reusable cups in coffee shops. Data collection was conducted through an online survey from February 22nd to 28th, 2024, spanning 7 days, gathering responses from a total of 304 participants. After excluding unreliable responses, the analysis was conducted on a final sample of 301 participants. As a result, four attributes of barriers to the use of reusable cups in coffee shops were identified: financial barriers, time-functional barriers, psychological barriers, and hygiene barriers. Furthermore, the study discovered the attribute of barriers to the use of reusable cups that has the greatest impact on consumer attitudes and confirmed whether consumer attitudes towards reusable cups significantly influence usage intentions. Firstly, among the attributes of barriers to the use of reusable cups in coffee shops, time-functional barriers had the strongest influence on consumer attitudes, followed by hygiene barriers. Secondly, financial barriers and psychological barriers among the attributes of barriers to the use of reusable cups in coffee shops were found not to influence attitudes. Thirdly, consumer attitudes towards reusable cups were found to act as significant antecedents to increasing usage intentions.

참고문헌 (42)

  1. 2023 그린피스 플라스틱 대한민국2.0보고서, "그린피스", ~ (2023)
  2. 김대진, "1 회용 컵 재활용 촉진을 위한 적정 보증금 추정에 관한 연구 : 조건부가치추정법에 의한 지불의사액 추정을 중심으로", 규제연구, 31(1), pp.43~70 (2022)
  3. 김주한, "일회용컵 보증제 시행 이후 프랜차이즈 카페의 방문수요 결정요인에 관한 연구", 한국외식산업학회지, 19(3), pp.133~145 (2023)
  4. 전도현, "포스트 코로나 뉴노멀시대 환경인식이 친환경적 관광태도 및 에코투어리즘행동의도에 미치는 영향", 한국외식산업학회지, 19(6), pp.297~311 (2023)
  5. 손수희, "상업용 세척시설 이용이 다회용 컵의 식품 접촉 표면 안전성에 미치는 영향", Culinary Science & Hospitality Research, 30(1), pp.74~85 (2024)
  6. "스타벅스 코리아"[URL]
  7. 이혜선, "텀블러사용 의도의 계획된 행동이론(TPB)적용과 확장 : 호환성, 자연과의 유대감, 국적과 주관적 규범의 상호작용효과를 중심으로", 한국방송학보, 34(5), pp.108~144 (2020)
  8. 장진주, "항공사의 환경적 CSR 이 고객 태도 및 충성도에 미치는 효과 : 환경보호관심의 조절효과를 중심으로", 관광경영연구, 25(1), pp.113~129 (2021)
  9. 홍경옥, "대학생의 키오스크에 대한 지각된 위험과 지각된 혜택이 이용태도 및 고객만족에 미치는 영향", 한국외식산업학회지, 19(6), pp.313~325 (2023)
  10. 홍서영, "일회용 플라스틱 커피컵 사용을 줄이기 위한 텀블러 홀더 및 캠페인 제안", 서비스디자인융합연구, 2(2), pp.17~24 (2018)
  11. 환경부, "2022 환경백서", ~ (2023)
  12. "정부세종청사 커피전문점 2곳을 다회용컵전용 매장으로 운영합니다" (2023)[URL]
  13. "탄소중립포인트제 참여 국민, 2년만에 104만 명 돌파…올해 90여억 원 지급" (2023)[URL]
  14. Ajzen, I., "The theory of planned behavior", Organizational Behavior and Human Decision Processes, 50(2), pp.179~211 (1991)
  15. Bartolotta, J. F., "Barriers and benefits to desired behaviors for single use plastic items in northeast Ohio's Lake Erie basin", Marine Pollution Bulletin, 127, pp.576~585 (2018)
  16. Boldero, J., "The prediction of household recycling of newspapers : The role of attitudes, intentions, and situational factors 1", Journal of Applied Social Psychology, 25(5), pp.440~462 (1995)
  17. Chu, J., "Air pollution as a determinant of food delivery and related plastic waste", Nature Human Behaviour, 5(2), pp.212~220 (2021)
  18. Fan, W., "Evidence and mass quantification of atmospheric microplastics in a coastal New Zealand city", Environmental Science & Technology, 56(24), pp.17556~17568 (2022)
  19. Hassan, M. U., "Factors affecting the adoption of internet banking in Pakistan : An integration of technology acceptance model and theory of planned behaviour", International Journal of Business Information Systems, 28(3), pp.342~370 (2018)
  20. Hwang, J., "Consequences of psychological benefits of using eco-friendly services in the context of drone food delivery services", Journal of Travel &Tourism Marketing, 36(7), pp.835~846 (2019)
  21. Hwang, J., "Investigation of perceived risks and their outcome variables in the context of robotic restaurants", Journal of Travel & Tourism Marketing, 38(3), pp.263~281 (2021)
  22. Hair, J. F., "Multivariate Data Analysis" (2019), Cengage Learning
  23. Kim, I., "Consumers’value and risk perceptions of circular fashion : Comparison between secondhand, upcycled, and recycled clothing", Sustainability, 13(3), pp.1208~ (2021)
  24. Kim, J. J., "A change of perceived innovativeness for contactless food delivery services using drones after the outbreak of COVID-19", International Journal of Hospitality Management, 93, pp.102758~ (2021)
  25. Kushwah, S., "Determinants of organic food consumption. A systematic literature review on motives and barriers", Appetite, 143, pp.104402~ (2019)
  26. Leone, L., "Studying, practicing, and mastering : A test of the model of goal-directed behavior(MGB)in the software learning domain", Journal of Applied Social Psychology, 34(9), pp.1945~1973 (2004)
  27. Leslie, H. A., "Discovery and quantification of plastic particle pollution in human blood", Environment International, 163, pp.107199~ (2022)
  28. Mani, Z., "Consumer resistance to innovation in services : challenges and barriers in the internet of things era", Journal of Product Innovation Management, 35(5), pp.780~807 (2018)
  29. Morris, J. C., "Barriers in implementation of wastewater reuse : identifying the way forward in closing the loop", Circular Economy and Sustainability, 1, pp.413~433 (2021)
  30. "Plastic leakage and greenhouse gas emissions are increasing" (2023)[URL]
  31. Oliver, R. L, "Satisfaction: A behavioral perspective on the consumer: A behavioral perspective on the consumer" (2014), Routledge
  32. Rogers, G. O., "The dynamics of risk perception : How does perceived risk respond to risk events?", Risk Analysis, 17(6), pp.745~757 (1997)
  33. Sadiq, M., "An innovation resistance theory perspective on purchase of eco-friendly cosmetics", Journal of Retailing and Consumer Services, 59, pp.102369~ (2021)
  34. Song, Q., "Minimizing the increasing solid waste through zero waste strategy", Journal of Cleaner Production, 104, pp.199~210 (2015)
  35. Sreen, N., "Impact of culture, behavior and gender on green purchase intention", Journal of Retailing and Consumer Services, 41, pp.177~189 (2018)
  36. "2023 Global Impact Report" (2023)[URL]
  37. "Plastic industry worldwide" (2023)[URL]
  38. Taggar, R., "Breaking Barriers : Exploring Shopper Attitudes and Responsibility towards Sustainable Bags", Academy of Marketing Studies Journal, 27(6) (2023)
  39. Taylor, J. W., "The role of risk in consumer behavior : A comprehensive and operational theory of risk taking in consumer behavior", Journal of Marketing, 38(2), pp.54~60 (1974)
  40. Wang, B., "Consumers’ intention to bring a reusable bag for shopping in China : Extending the theory of planned behavior", International Journal of Environmental Research and Public Health, 19(6), pp.3638~ (2022)
  41. Yeo, V. C. S., "Consumer experiences, attitude and behavioral intention toward online food delivery(OFD)services", Journal of Retailing and Consumer Services, 35, pp.150~162 (2017)
  42. Zeithaml, V. A., "The behavioral consequences of service quality", Journal of Marketing, 60(2), pp.31~46 (1996)

관련 논문AI추천

다회용 컵 사용 행동의 결정 요인 및 정보-인센티브 단계적 개입 효과 분석우종률, 장성은한국혁신학회 · 한국혁신학회지2025 · 제20권 제2호커피전문점의 친환경 활동이 재방문의도에 미치는 영향: 환경지식의 조절효과를 중심으로한민호, 한지수산업개발연구소 · 산업혁신연구2024 · 제40권 제1호A study for increasing reusable and personal cup consumption in the coffee industry - Focused on behavior change with motivation -이중섭한국디자인트렌드학회 · 한국디자인포럼2016 · 제53호커피전문점 애플리케이션의 유용성, 방역, 친환경인식 및 재이용의도에 대한 연구공예천, 문준호, 송명근한국마이스관광학회 · MICE관광연구2022 · 제22권 제2호‘일회용컵 보증금제도’ 수행의도에 영향을 미치는 요인 연구: 확장된 계획행동이론(ETPB)의 적용이현주, 차희원한국PR학회 · PR연구2024 · 제28권 제4호커피 전문점 텀블러 공유 서비스 활성화 방안 연구김승인, 박가영한국디지털정책학회 · 디지털융복합연구2020 · 제18권 제1호

이 간행물의 다른 논문 (21건)

상사의 공감 리더십이 직무만족도 및 조직몰입에 미치는 영향－고용형태의 조절효과김영중, 김보람pp. 7-20향토음식(Local food)의 지식과 환경관심도가 소비자 태도와 구매의도에 미치는 영향신형철, 조유진, 전유경pp. 21-34소비자의 지각된 가치가 제주특산물을 활용한 외식기업의 제품 태도 및 행동 의도에 미치는 영향박진표pp. 35-52공유숙박 품질 지각이 이용 만족, 관광지 이미지 및 주관적 삶의 질에 미치는 영향허서영, 전병길pp. 53-65목표지향행동이론을 적용한 성인 요리교육 행동에 관한 연구안수진, 임현철pp. 67-85
원문 보기