개성, 태도, 환경의식적 소비행동의 관계에 대한 연구
A Study on the Relationship among Personality, Attitude, and Environmentally Concerned Consumption Behavior
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초록
본 논문은 우리나라 소비자들의 환경의식적 소비행동에 영향을 미치는 요인들 사이의 관계를 인과적으로 분석하기 위해 수행되었으며, 선행연구들을 고찰한 다음 개성, 태도, 환경의식적 소비행동을 잠재변수로 하는 연구모형을 설정하였다.분석결과 개성변수 중 소비자노력의 효과성지각과 세계주의는 환경에 대한 관심에 유의적인 영향을 미치고 있었지만, 보수주의는 관련성이 없는 것으로 나타났다. 또한 환경에 대한 관심과 환경에 대한 지식은 서로 유의적인 영향을 미치고 있었으며, 두 변수 모두 환경의식적 소비행동에 정(+)의 영향을 미치는 것으로 나타났다.본 연구결과 제시할 수 있는 시사점으로는 먼저 환경보호캠페인이나 광고메시지에 소비자노력의 효과성지각 정도를 높여주는 내용을 담는다면 환경에 대한 관심을 환기시킬 수 있으며, 이것은 결국 환경의식적 소비행동으로 이어져 성공적인 그린마케팅의 수행을 가져올 수 있을 것이다. 그리고 환경문제에 대해 지속적으로 주의를 환기시킴으로써 환경에 대한 관심을 불러일으킬 수 있고, 환경에 대한 높은 관심은 다시 환경에 대한 지식수준을 높임으로써 둘 사이에 긍정적인 상승효과를 기대할 수 있을 것이다. 또한 녹색제품을 마케팅하고자 하는 기업으로서는 다른 어떤 내용보다 그 제품의 환경친화적 특성을 강조함으로써 소비자들의 환경에 대한 관심을 유발시키는 전략이 필요하며, 교육기관이나 공공부분에서의 환경교육 강화를 통해 환경에 대한 지식수준을 높임으로써 소비자들의 소비행동이 보다 환경친화적으로 바뀔 수 있을 것이다.
Abstract
This Study has implemented to causally analyze the relationship among personality, attitude, and environmentally concerned consumption behavior of Korean consumers. Most of the already implemented studies of this field is descriptive, so utilizing the results is limited. In this study the data has been analyzed with LISREL.Findings are as follows. In the personality variables, perceived consumer effectiveness and cosmopolitanism have significantly positive influence on the environmental concern, but conservatism has not significant results. In the attitude variables, environmental concern has positive influence on the knowledge about environment, and knowledge about environment has positive influence on the environmental concern, too. Environmental concern has significantly positive influence on the environmentally concerned consumption behavior, and also knowledge about environment has significantly positive influence on the environmentally concerned consumption behavior.According to these results, to implement green marketing strategy efficiently and reinforce the environmentally concerned consumption behavior, the company and government must heighten the level of perceived consumer effectiveness, environmental concern, and knowledge about environment through environmental education, campaign, and green advertising.
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