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지각된 원재료 오염도가 업사이클링 제품 구매의도에 미치는 효과: 가격 공정성과 친환경성의 매개 효과를 중심으로

The Effect of Perceived Contamination of Material on Purchase Intention for Upcycling Products: A Focus on Price Fairness and Eco-friendliness

김은호|조단비|신하정
한국소비자·광고심리학회 (Korean Society For Consumer And Advertising Psychology)|2024.05|한국심리학회지: 소비자·광고 (The Korean Journal of Consumer and Advertising Psychology)|제25권 제2호|pp. 233-256|DOI 10.21074/kjlcap.2024.25.2.233

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참고문헌

키워드

구매의도가격 공정성price fairnessdisgustpurchase intentionnostalgia혐오감노스텔지어업사이클링 제품친환경성eco-friendliness지각된 원재료 오염도Upcycling productsperceived contamination of material
주제분류심리과학

초록

업사이클링 제품은 버려지는 폐기물을 재활용하여 새로운 가치를 창출한다는 점에서 높은 친환경적 가치를 인정받고, 또 기존 제품보다 높은 가격에 판매되는 경향이 있는 제품이다. 따라서 본 연구에서는 소비자들이 업사이클링 제품에 대해 지각하는 가격 공정성이 친환경적 가치만큼이나 구매의도에 중요한 영향을 미칠 수 있음을 제안한다. 또한 업사이클링 제품의 원재료인 폐기물에 대한 부정적 인식이 제품에 대한 가격 공정성 및 친환경성에 부적 영향을 미쳐 구매의도가 감소할 수 있음을 확인하고자 한다. 실험 1에서는 참가자들이 업사이클링 제품의 원재료에 대해 지각하는 오염도가 높을수록 구매의도가 낮아지는 것을 확인하였으며, 가격 공정성 및 친환경성 지각 감소가 이를 매개하는 것을 확인하였다. 실험 2에서는 노스텔지어가 지각된 원재료 오염으로 인한 부정적 영향을 완화할 수 있을 것으로 예상하고 이를 확인하고자 하였으며, 집단 간 원재료(폐기물)의 오염도롤 다르게 제시하였다. 분석 결과, 재료의 오염도가 높은 집단에서는 노스텔지어 수준에 따른 차이가 나타나지 않았으나, 재료의 오염도가 낮은 집단에서만 노스텔지어가 활성화됨에 따라 업사이클링 제품의 가격 공정성과 친환경성을 높게 지각하는 것을 확인하였다. 본 연구 결과는 업사이클링 제품 광고에서 원재료를 함께 제시하는 것이 때로 소비자의 지각된 원재료 오염도를 통해 역효과를 낳을 수 있음을 시사한다. 또한 업사이클링 제품에서 친환경성만큼이나 가격 공정성이 중요할 수 있음을 제안하고, 노스텔지어 활성화가 친환경성과 가격 공정성 지각을 높일 수 있음을 시사하고 있다.

Abstract

Upcycling products are recognized for their eco-friendly value in that they create new value by recycling waste that would otherwise be discarded, so they tend to be sold at higher prices than conventional products. Therefore, in this study, we propose that consumers’ perceived price fairness of upcycling products can play as an important role on purchase intention as their environmental value. We also expected that negative perceptions of waste as a material for upcycling products would transfer to the product, and would negatively affect price fairness and eco-friendliness, resulting in decreased purchase intention. In Study 1, we found that contamination perception of material were negatively correlated with purchase intentions for upcycling products, and that this relationship was mediated by reduced perceived price fairness and environmental friendliness. In Study 2, we sought to determine whether nostalgia moderate the negative effects of perceived contamination, manipulating perceived contamination of the material (waste) between groups. The results showed that there was no difference in the high contamination group, but only in the low contamination group did activated nostalgia enhance perceived price fairness and environmental friendliness of upcycling products. These findings suggest that presenting raw materials of upcycling product together in advertising can sometimes backfire through consumers’ perceived contamination. It also suggests that price fairness may be as important as eco-friendliness in upcycling products, and that activating nostalgia can increase both eco-friendliness and price fairness perceptions.

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