소비자의 가치 인식과 합리적 행위에 기반한 가정에서의 물 절약 행동에 관한 연구
Determinants of Household Water Conservation: The Role of Consumers’ Water Value Perception and Reasoned Action
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Purpose: This study aims to identify effective ways to induce water resources conservation for general water consumers. Methods: In order to find the core factors to motivate water saving behavior for general consumers, this study utilized the theory of reasoned action which is well known as one of the most frequently used theory in consumer’s green behavior analysis. Results: Among six hypothesized relationships in the research model four were proved to be statistically significant. The relationship between attitude toward water savings and the water saving behavior was found to be significant but only through the behavioral intention. Conclusion: Consumers with positive attitude on water conservation will practice water saving behavior with behavioral intention. However, consumers only with high knowledge on water conservation naturally and habitually practice water saving behavior without recognizing the intention to save the water. Thus, both positive attitude on the water conservation and subjective norm must be satisfied since the two factors tend to lead to actual green behavior using different psychological routes.
Abstract
Purpose: This study aims to identify effective ways to induce water resources conservation for general water consumers. Methods: In order to find the core factors to motivate water saving behavior for general consumers, this study utilized the theory of reasoned action which is well known as one of the most frequently used theory in consumer’s green behavior analysis. Results: Among six hypothesized relationships in the research model four were proved to be statistically significant. The relationship between attitude toward water savings and the water saving behavior was found to be significant but only through the behavioral intention. Conclusion: Consumers with positive attitude on water conservation will practice water saving behavior with behavioral intention. However, consumers only with high knowledge on water conservation naturally and habitually practice water saving behavior without recognizing the intention to save the water. Thus, both positive attitude on the water conservation and subjective norm must be satisfied since the two factors tend to lead to actual green behavior using different psychological routes.
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