개인-집단주의 성향과 도덕적 규범이 친환경 행동의도와 친환경 유기농쌀 구매의도에 미치는 영향: 가격민감성의 조절효과를 중심으로
The Impact of individualism-collectivism, moral norm on intention of proenvironmental behavior and proenvironmental consumption: focusing on moderating effect of price sensitivity
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초록
본 연구는 개인-집단주의 성향과 도덕적 규범이 친환경 행동의도와 친환경 유기농 쌀의 구매의도에 미치는 영향에 대해서 알아보았다. 친환경 제품의 구매의도와 관련해서는 가격민감성이 조절변인의 역할을 하는지에 대해서 살펴보았고 친환경 유기농 쌀의 구매의도는 웰빙과 환경보호의 관점으로 나누어 살펴보았다. 연구결과 집단주의 성향과 도덕적 규범이 강할수록 친환경 행동의도와 친환경 유기농 쌀의 구매의도가 높은 것으로 나타났고 친환경 유기농 쌀의 구매의도 보다는 친환경 행동에 대한 영향력이 더 큰 것으로 나타났다. 구매의도를 웰빙과 환경보호로 구분하여 개인-집단주의 성향과 도덕적 규범의 영향력을 살펴본 결과는 집단주의 성향과 도덕적 규범이 높은 경우에는 환경보호를 강조하는 메시지에서 구매의도가 높았고 개인주의 성향과 도덕적 규범이 낮은 경우에는 웰빙을 강조하는 메시지에서 구매의도가 높은 것으로 나타났다. 친환경 유기농 쌀의 구매의도에 대한 가격민감성의 조절효과는 개인-집단주의 성향과 도덕적 규범 모두에서 나타나지 않았다. 본 연구의 시사점은 개인마다 친환경에 대한 인식이 다를 수 있음으로 소비자의 성향에 따라서 그에 맞는 적절한 메시지 개발이 필요하다는 것이다.
Abstract
The purpose of this study was to investigate an impact of individualism-collectivism and moral norm on intention of proenvironmental behavior and proenvironmental consumption with moderating effect of price sensitivity. The intention of proenvironmental consumption was divided into well-bing and environmental protection according to message conditions. The study results showed that collectivism and high moral norm increased the intention of proenvironmental behavior and proenvironmental consumption. In particular, the intention of proenvironmental behavior had much greater effect than the intention of proenvironmental consumption. The collectivism and high moral norm increased the intention of proenvironmental consumption in relation with message to focuss on well-being, while the individualism and low moral norm increased the intention of proenvironmental consumption in relation with message to focuss on environmental protection. However, the moderating effect of price sensitivity did not appear between individualism-collectivism and proenvironmental consumption as well as between moral norm and proenvironmental consumption. The present study suggests that suitable message for target group will be made for the effect on proenvironmental behavior and proenvironmental consumption because the perception of proenvironment is different for everyone.
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