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친환경라벨이 역효과를 가져올 때 : 쾌락재와 실용재에 대한 친환경라벨의 차별적 효과

When Eco-labeling Backfires : The Differential Effects of Eco-labeling for Hedonic and Utilitarian Products

이유재|박지혜
서비스마케팅학회 (Service Marketing Association)|2022.12|서비스마케팅저널 (Services Marketing Journal)|제15권 제2호|pp. 5-18

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참고문헌

키워드

친환경제품Utilitarian productsHedonic products실용재쾌락재친환경커뮤니케이션친환경라벨Eco-labelEco-friendly communication. Eco-friendly products

초록

오늘날 환경문제에 대한 실질적인 대응이 필수적으로 요구되는 가운데, 친환경에 중점을 두는 국제 환경정책과 기업활동은 점점 더 확산되고 있다. 이러한 활동이 실제 소비자행동으로 이어지기 위해서는 환경정보를 효과적으로 커뮤니케이션 하는 것이 필요하다. 이에 본 연구는 친환경 커뮤니케이션 수단으로서 친환경라벨의 효과를 높이는 요인을 고려하여 소비자들의 친환경행동을 고취시키는 방편을 제안하고자 한다. 본 연구는 기존 연구에서 고찰하지 않았던 제품유형과 친환경라벨 간 상호작용효과에 주목하고 있다. 즉, 친환경라벨이 제품 구매에 미치는 영향을 파악하기 위해서는 제품이 제공하는 편익이 쾌락적인지 실용적인지를 고려해야 함을 상정하고, 그 영향이 제품유형에 따라 어떻게 달라지는가를 분석했다. 실험 1은 제품유형이 쾌락재(향수)인 경우 친환경라벨의 제시가 제품 구매의도를 증가시킨 반면, 제품유형이 실용재(세제)인 경우 친환경라벨의 제시가 제품 구매의도를 감소시킴을 보였다. 실험 2는 동일한 제품(액체 비누)에 대해 쾌락소비와 실용소비로 다르게 조작하였을 때도 제품유형에 따른 친환경라벨 효과 차이가 유지되는지를 검증하여 본 연구결과의 내적 타당성을 확보하였다. 또한, 제품유형에 따른 친환경라벨 효과 차이는 인구통계학적 변수와 친환경성향을 통제하였을 때도 통계적으로 유의했다. 무엇보다 본 연구는 친환경라벨에 대한 일반적인 기대와 상충되는 결과로서, 제품이 실용적 편익을 제공하는 경우 친환경라벨의 제시가 역효과를 가져올 수 있음을 확인하였다. 이러한 연구결과를 바탕으로 이론적 의의를 제공하고, 지속가능경영을 위한 기업의 친환경전략과 함께 정부의 친환경정책에 대한 실무적 시사점을 제시하였다.

Abstract

As it becomes necessary to respond to environmental problems such as climate change, global environmental policies and businesses have been increasingly emphasizing eco-friendliness. Nevertheless, little research has investigated the effectiveness of eco-friendly communication strategies in delivering environmental information and thus eliciting eco-friendly consumption behaviors. Thus, this research aims to examine how eco-labeling, as an eco-friendly communication tool, can effectively induce eco-friendly consumption behaviors. The current research focuses on the interaction effect between product type and eco-label. Specifically, we suggest that the influence of eco-labeling on product purchase intention differs according to whether products offer hedonic or utilitarian benefits. Study 1 demonstrated that eco-labeling increased (decreased) consumers’ purchase intention for hedonic (utilitarian) products. Study 2 showed that the observed effects still occurred when we manipulated hedonic or utilitarian consumption types for the same product category. Also, the differential effects of eco-labeling on purchase intention according to product type were still significant when controlling for demographic variables and environmental concern. This research confirmed that eco-labeling can backfire for utilitarian products. We provide theoretical and practical implications for companies and policy makers that are interested in motivating consumers to engage in eco-friendly consumption behaviors.

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