환경성적표지의 신뢰성이 친환경 호텔에 대한 태도와 행동의도에 미치는 영향: 밀레니얼 세대를 대상으로
The effect of credibility of environmental product declaration on attitudes and behavioral intention toward pro-environmental hotels: Focusing on the millennial generation
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연구의 목적은 밀레니얼 세대를 대상으로 환경성적표지의 신뢰성이 친환경 호텔에 대한 태도와 행동의도에 미치는 영향을 분석하는 것이다. 실증분석을 위한 설문조사는 온라인 전문업체를 통해 호텔 잠재고객 중 밀레니얼 세대 762명을 대상으로 실시하였다. 분석결과 환경성적표지의 신뢰성은 친환경 호텔에 대한 정서적 태도와 인지적 태도에 긍정적인 영향을 미치는 것으로 나타났다. 또한 친환경 호텔에 대한 정서적 태도와 인지적 태도 모두 행동의도에 긍정적인 영향을 미치는 것으로 나타났다. 특히 친환경 호텔 맥락에서 환경성적표지의 신뢰성과 태도 간의 영향관계에서 신뢰성은 정서적 태도보다 인지적 태도에 더 강하게 영향을 주는 것으로 나타난 반면 태도와 행동의도 간의 영향관계에서는 정서적 태도가 인지적 태도보다 더 크게 행동의도에 영향을 주는 것으로 나타났다. 분석결과를 기반으로 호텔분야에서의 환경성적표지를 통한 친환경 경영의 확산을 위한 시사점 및 향후 연구방향을 제시하였다.
Abstract
The purpose of this study is to investigate the effect of the credibility of environmental product declaration on affective attitudes, cognitive attitudes, and behavioral intentions toward the pro-environmental hotel focusing on the millennial generation. The data collection for empirical analysis was conducted on a total of 762 millennial generations who were potential hotel consumers through an online survey research firm. Survey results found that the credibility of environmental product declaration indeed exerted a positive influence on consumers’ affective and cognitive attitudes toward pro-environmental hotels. in addition, both affective attitudes and cognitive attitudes toward pro-environmental hotels had a positive effect on behavioral intentions toward pro-environmental hotels. This research particularly found that while the credibility of environmental product declaration had a stronger effect on cognitive attitudes than affective attitudes, affective attitudes had a greater effect on behavioral intention than cognitive attitudes in the context of pro-environmental hotels. Based on the analysis results, this study presented the implications and future research directions for the spread and development of eco-friendly management through environmental product declaration in the field of hotels.
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