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규범과 통제소재가 개인의 친환경 태도에 미치는 영향력: 암묵적 태도와 명시적 태도의 비교

The Effect of moral and social norm on the control type of eco-friendly behavior: comparison of implicit and explicit behavior

최승희|김종흠
한국소비자·광고심리학회 (Korean Society For Consumer And Advertising Psychology)|2020.11|한국심리학회지: 소비자·광고 (The Korean Journal of Consumer and Advertising Psychology)|제21권 제4호|pp. 657-678|DOI 10.21074/kjlcap.2020.21.4.657

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키워드

internal control사회적 규범친환경 행동도덕적 규범ST-IATsocial norm내적통제external control외적통제eco-friendly behaviormoral norm
주제분류심리과학

초록

본 연구는 규범과 통제소재가 개인의 친환경행동태도에 미치는 영향력을 알아보기 위해서 수행되었다. 규범은 도덕적 규범과 사회적 규범으로 통제소재는 내적통제와 외적통제로 구분하였고 규범의 유형과 통제소재유형이 친환경행동태도에 어떤 영향력과 차이점을 보이는지를 확인해 보고자 하였다. 친환경행동태도는 암묵적 태도와 외현적 태도로 구분하여 측정함으로써 의식적 정보처리의 통제여부에 따라서 친환경 행동에 대한 태도가 달라지는지를 비교 분석하였다. 연구결과를 살펴보면 도덕적 규범은 통제소재별 암묵적 친환경행동태도에 대한 검증에서 의미가 있는 것으로 나타났지만 사회적 규범은 효과가 없는 것으로 나타났다. 규범의 유형이 내적통제에 의한 명시적 친환경행동태도에 미치는 효과를 분석한 결과에서는 도덕적 규범의 영향력은 의미가 있는 것으로 나타나지만 사회적 규범은 의미가 없는 것으로 나타났다. 외적통제의 명시적 친환경행동태도에 대한 규범의 영향력은 도덕적 규범과 사회적 규범 모두 의미 있는 것으로 나타났고 도덕적 규범과 외적통제에 의한 친환경행동태도의 관계는 부적인 것으로 나타났다. 통제소재에 따라서 친환경행동태도의 반응이 어떻게 달라지는지를 알아보기 위해서 친환경행동태도에 대한 암묵적 태도와 명시적 태도의 상관관계를 분석하였다. 그 결과, 두 태도의 상관관계는 매우 낮은 것으로 나타나는데 이것이 갖는 의미는 통제소재별 친환경에 대한 개인의 태도가 암묵적 태도와 외현적 태도에서 다르게 나타남을 말해준다. 마지막으로 친환경 행동을 촉진시키기 위한 정책적 방안과 구체적인 실천전략에 대해서 언급하였다.

Abstract

This study was conducted to identify the influence of norm and locus of control on eco-friendly behavior. The norm was classified as the moral and social norm, the locus of contrjol was classified as internal and external control. The attitude toward eco-friendly behavior was also measured separately with the implicit and external attitude to compare two kinds of attitude depending on the locus of control. The result of the study showed that moral norm was found to be meaningful in the verification of implicit attitude toward eco-friendly behavior by locus of control but social norm was found to be ineffective. An analysis of the effect of the type of norm on the attitude of explicit eco-friendly behavior by internal control showed that the influence of moral norm was meaningful, but social norms was meaningless. The influence of norm on explicit eco-friendly behavior attitude by external control was shown to be meaningful in both moral and social norm, and the relationship between moral norm and eco-friendly behavior attitude by external control was shown to be negative. The correlation between implicit and explicit attitudes toward eco-friendly behavior by locus of control was analyzed to see how the responses on eco-friendly behavior attitudes vary depending on the controlled materials. The result showed that the correlation between ST-IAT and explicit attitude toward eco-friendly behavior by locus of control was statistically low and meaningless. What this means is that individuals' attitudes toward eco-friendly behavior can be different according to cognitive information processing. The result of the study will be helpful in the development of government’s policy and specific action plan for promoting eco-friendly behavior.

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