그린소비자의 자기관 및 환경몰입과 환경교육
Green consumers' self-construal and commitment with the impact of environmental education
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본 연구는 그린소비자에 대한 이해와 환경교육의 관련성을 탐색하기 위한 연구로 진행하였다. 첫째, 환경과 관련하여 더 상위수준의 자기관 개념인 생태학적 자기관(ecological self-construal)을 규명하고, 자기관이 환경몰입과 그린소비자 행동에 미치는 영향을 살펴보고자 하였으며, 둘째, 환경교육 목적에 맞는 커리큘럼 모형을 개발하여 교육을 실시하여 환경교육을 실시한 집단과 환경교육을 실시하지 않은 집단 간의 친환경적 행동 차이를 분석하여 환경교육의 영향에 대하여 살펴보고자 하였다. 이 연구를 위하여 수도권에 위치한 C대학교의 대학생들을 연구대상으로 선정하여 설문조사 및 연구결과를 도출하였다. 분석결과를 살펴보면, 첫째, 생태학적 자기관이 환경몰입에 영향을 미치는 것으로 나타났다. 둘째, 환경몰입은 그린소비자 성향, 유사그린소비자 성향 및 비그린소비자 성향에 모두 영향을 미치는 것으로 나타났다. 셋째, 그린소비자 성향은 환경비용 추가 지불의지에 영향을 미치는 것으로 나타났다. 마지막으로, 환경교육을 받은 집단의 경우 생태학적 자기관, 독립적 자기관, 상호의존적 자기관, 환경몰입, 그린소비자 성향, 유사그린소비자 성향과 환경비용 추가 지불의지가 환경교육을 받지 않은 집단보다 더 높게 나타났으며, 비그린소비자 성향의 경우 환경교육을 받지 않은 집단에서 더 높게 나타났다. 본 연구는 자기관, 환경몰입과 그린소비자 행동간의 통합적 모델을 구축하였다는데 의의가 있으며, 환경교육이 그린소비자에로의 전환에 미치는 효과를 발견하였으며, 환경교육의 나아가야 할 방향을 제시하였다.
Abstract
The purpose of study is to examine whether individual differences in self-construal predict commitment to environment, consumer typology, and consumers' willingness to pay more for environmentally friendly products and is to explore differences on pro-environmental behaviors between consumers who received environmental education and consumers who did not receive. 264 students and 108 students completed the questionnaires for the study respectively and SPSS and Amos 4 were employed. The study explores as follows: First, ecological self-construal increases commitment to environment. Second, commitment to environment encourages green consumers' behaviors and quasi-green consumers' behaviors while it reduces non-green consumers' behaviors. Third, green consumers' behaviors and quasi-green consumers' behaviors increase willingness to pay more for environmentally friendly products. Finally, in the group of consumers who received environmental education, there have been presented higher levels of ecological self-construal, interdependent self-construal, independent self-construal, commitment to environment, green consumers' behaviors, quasi-green consumers' behaviors, and willingness to pay more for environmentally friendly products than in the group of consumers who did not receive environmental education. However the level of non-green consumers' behaviors has been less when consumers have taken environmental education. Some practical implications are included.
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