미세플라스틱 제품 사용 저감의 내적 장벽요인과 소비자 유형화 연구
Segmenting Consumers Based on Individual Internal Barriers to Reducing Microplastic-Containing Product Usage
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초록
미세플라스틱이 인간과 지구 환경에 미치는 위협에 관하여 국제적 우려가 고조되는 가운데, 본 연구는 미세플라스틱 제품 사용 감축을 저해하는 개인의 내적 장벽 요인을 분석하고 이를 바탕으로 소비자를 유형화함으로써 정책적, 실무적 시사점을 제시하기 위해 수행되었다. 1,000명의 소비자를 대상으로 온라인 설문을 수행한 결과, 사회적 관계 중시, 지식 부족, 목적 상충이라는 3가지 장벽 요인이 도출 되었으며 이를 바탕으로 소비자들을 지식 부족형(n=359), 심리 장벽형(n=343), 장벽 부재형(n=298)으로 분류하였다. 이러한 소비자 유형은 성별, 연령, 직업, 정치적 성향, 미세플라스틱에 대한 부정적 태도, 제품 사용 저감 의향 측면에서 유의미한 차이를 보였다. 장벽 부재형 소비자들은 미세플라스틱에 대해 가장 부정적인 태도를 보였으며 제품 사용 저감 의향도 가장 높은 것으로 나타났다. 반면, 모든 차원에서 장벽을 느끼는 심리 장벽형 소비자들은 상대적으로 덜 부정적인 태도를 보였고 제품 사용 저감 의향도 가장 낮은 것으로 분석되었다. 지식 부족형 소비자들의 경우, 미세플라스틱에 대한 부정적 태도에서는 다른 유형과 유의미한 차이를 보이지 않았으나, 사용 저감 의향은 심리 장벽형보다 높고 장벽 부재형보다는 낮은 수준을 나타났다. 이러한 연구결과는 미세플라스틱 사용 저감의 이행과 그 수준이 개인의 내적 장벽 요인에 따라 달라질 수 있음을 시사한다. 따라서 미세플라스틱 제품 사용 감축을 촉진하기 위해서는 소비자들의 내적 장벽 요인을 파악하고 유형별 맞춤형 정책 프로그램이나 시장 인센티브 도입을 고려할 필요가 있다.
Abstract
This study classifies 1,000 consumers based on individual internal barriers that hinder reducing microplastic product usage and analyzes their attitudes and intentions toward reduction. Three key barriers were identified: valuing social relationships, lack of knowledge, and goal conflict. Consumers were grouped into three types: knowledge-deficient (35.9%), psychologically resistant (34.3%), and barrier-free (29.8%). The knowledge-deficient group lacked environmental knowledge, the psychologically resistant group felt resistance toward reduction, and the barrier-free group showed a strong willingness to reduce the use of microplastic products. Consumer types varied by gender, age, occupation, and political orientation. Men were more likely to be psychologically resistant, while women were often knowledge-deficient. 20–30s were mainly psychologically resistant, 40–50s knowledge-deficient, and 60s barrier-free. Office workers and self-employed individuals were mostly knowledge-deficient, students and production workers were psychologically resistant, and professionals were barrier-free. Progressives tended to be knowledge-deficient, while conservatives were psychologically resistant. The barrier-free group showed the strongest intentions to reduce microplastic usage, while the other two groups were less willing to act. This study suggests that lowering individual internal barriers and providing information can promote more eco-friendly behavior and encourage microplastic reduction efforts.
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