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친환경 소비절제 성향이 친환경 광고를 통한 브랜드 태도에 미치는 영향: 이타적 가치와 회의감의 매개효과를 중심으로

The Effect of Environmentally Oriented Anti-Consumption on Brand Attitude Through Eco-Friendly Advertising: Focusing on the Mediating Effect of Altruistic Values and Skepticism

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한국소비문화학회|2022.09|소비문화연구 (Journal of Consumption Culture)|제25권 제3호|pp. 137-155|DOI 10.17053/jcc.2022.25.3.008

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참고문헌

키워드

skepticism회의감altruistic value친환경 광고eco-friendly advertising이타적 가치친환경적 소비절제친환경 브랜드 태도environmentally oriented anti-consumptioneco-friendly brand attitude

초록

본 연구에서는 기존의 소비절제 성향이 일반적으로 제품이나 브랜드의 소비에 대해 부정적 태도를 보인다는 점에서 나아가 친환경적 소비절제로서 소비자 동기를 보다 세분화하여 살펴보고자 한다. 친환경적 소비절제 성향은 소비절제 성향임에도 불구하고 친환경적 광고를 통한 브랜드에 대해 긍정적 태도를 형성할 수 있다는 점을 확인하는데 초점을 두었다. 또한 이러한 관계에서 광고에 대한 소비자의 이타적 가치 인식과 회의감이 가지는 매개효과에 대해 살펴보고자 하였다. 연구결과, 친환경적 소비절제는 친환경 광고의 브랜드 태도에 대해 긍정적 영향을 주는 것으로 나타났다. 또한 친환경적 소비절제가 광고에 대한 이타적 가치인식에는 긍정적 영향을 주며 회의감 인식은 낮추는 것으로 나타났다. 또한 광고에 대한 이타적 가치인식과 회의감은 친환경적 소비절제와 브랜드 태도의 관계에서 매개효과를 가지는 것으로 나타났다. 본 연구는 소비절제 성향에 대한 다양한 연구에서 한 걸음 나아가, 소비절제의 동기가 친환경에 중점을 둘 때 친환경 광고의 효과가 오히려 강화될 수 있음을 조명했다는 점에서 의미를 지닌다. 친환경적 소비절제 소비자를 설득하는데 광고의 이타적 가치를 강조하는 것이 브랜드 태도에 긍정적 영향을 줌으로서 의미가 있다는 점을 더불어 확인하였으며 친환경 광고에 대해 소비자들이 느끼는 회의감은 감소될 수 있음을 알 수 있었다. 이에 최근 필요성이 높아지는 친환경 마케팅의 대상이 될 수 있는 소비자의 성향을 파악하고 긍정적 태도를 이끌어내는 과정을 밝힘으로써 실무자들에게 의의를 가질 수 있을 것이다.

Abstract

It is a time when consumers recognize the seriousness of environmental pollution and try various lifestyles to cope with it in their daily life. Among them, the environmentally oriented anti-consumption tendency shows that consumers have a tendency to moderate consumption or not to consume in order to cope with environmental pollution. This environmentally oriented anti-consumption may affect the brand attitude through eco-friendly messages that are frequently encountered in recent advertisements. In this study, the author intends to examine consumer motives more subdivided from the fact that the existing tendency to anti- consumption lifestyle generally shows a negative attitude toward product or brand consumption. Environmentally oriented anti-consumption motives focused on confirming that positive attitude toward brands through eco-friendly advertisements can be formed despite the tendency to anti-consumption. Also, in this relationship, the mediating effect of consumers' altruistic value perception and skepticism about advertisements was investigated. To prove this, a total of 265 respondents participated in the online survey, and their age and income were adjusted to be evenly distributed. As a result of the study, it was found that the tendency to environmentally oriented anti- consumption has a positive effect on the brand attitude of eco-friendly advertisements. In addition, it was found that eco-friendly consumption moderation had a positive effect on the perception of altruistic value on advertisements and lowered the perception of skepticism. In addition, it was found that altruistic value perception and skepticism about advertisement had a mediating effect on the relationship between environmentally oriented anti-consumption and eco-friendly brand attitude. It was confirmed that altruistic value perception mediates the relationship of brand attitude in the (+) direction, and skepticism mediates this relationship in the (-) direction. This study is meaningful in that it sheds light on the fact that the effect of eco-friendly advertisements can be strengthened when the motive of anti-consumption focuses on eco- friendliness. It was also confirmed that emphasizing the altruistic value of advertisements in persuading consumers of environmentally oriented anti-consumption is meaningful as it has a positive effect on brand attitudes. Based on this, this study will be meaningful to practitioners by identifying the consumer's tendency, which can be the target of eco-friendly marketing, which has recently become increasingly necessary, and revealing the process of eliciting a positive attitude.

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