본문 바로가기
KERD
논문KCI 등재

확장된 계획된 행위이론과 동기이론에 기한 소비자의 윤리적 소비행위에 미치는 영향요인 분석 연구

Factors Affecting Ethical Consumption: Applying Extended Planned Behavior Theory and Motivation Theory

Pil Rye KIM|Sang-Beom Park
한국유통과학회 (Korea Distribution Science Association)|2022.04|산경연구논집 (The Journal of Industrial Distribution & Business)|제13권 제4호|pp. 15-34

2

조회

0

다운로드

0

인용

0

참고문헌

키워드

AmbivalencePlanned Behavior TheoryNeutralizationSelf-IdentityEthical ConsumptionEthical DutyTheory of Motive

초록

Purpose: The purpose of this study is to grasp the concept of ethical consumption that is inevitably one of the behaviors of consumption and to find factors affecting ethical consumption. The most special idea of this study is including motive in the research model. And motive will influence the factors affecting the intention to behave. Research design, data, and methodology: Considering variables affecting ethical consumption, we first adopted the Ttheory of Planned Behavior. There are three variables of attitude, subjective norm, and perceived behavior control in the model. In addition to variables used in the Planned Behavior Theory, ethical duty, self-identity, motive, neutralization, ambivalence are included in the study. Questionnaires are made for survey, and investigation was conducted from 1th March to 11th of March. Total 360 copies are used for analysis. SPSS version 23 was used for analysis. Results: Study results show that first, the variables of attitude, subjective norm, perceived behavioral control, ethical duty, self-identity are turned to be statistically significant factors affecting ethical consumption intention. In this study, we defined the ethical consumption as voluntary, self-sacrifice needed, and additional efforts required behavior, therefore motive thought to be needed at fist for individual consumer to form intention. For neutralization and ambivalence, neutralization does not affect ethical consumption directly or indirectly, but we found ambivalence has moderating effect while motive affecting attitude, perceived behavior control, self-identity and has moderating effect while attitude, subjective nom, perceived behavior control, self-identity affects intention. Ambivalence means individual consumer’s thought or preoccupation toward ethical consumption, in other words, consumer may have fiendly or unfriendly, positive or negative impression to it. Overall, motive and ambivalence are important factors for ethical consumption. Motive plays some role from the start influencing main factors affecting ethical consumption. Ambivalence also functions by moderating variables. Thinking of ambivalence taking account of essence of ethical consumption, some consumers may have pretext or justification for not doing ethical consumption which may again annoy themselves. Conclusions: In conclusion, for intention to ethical consumption to be formed motive should be activated beforehand and ambivalence should be considered. Negative ambivalence toward ethical consumption should be removed and positive ambivalence should be developed.

Abstract

Purpose: The purpose of this study is to grasp the concept of ethical consumption that is inevitably one of the behaviors of consumption and to find factors affecting ethical consumption. The most special idea of this study is including motive in the research model. And motive will influence the factors affecting the intention to behave. Research design, data, and methodology: Considering variables affecting ethical consumption, we first adopted the Ttheory of Planned Behavior. There are three variables of attitude, subjective norm, and perceived behavior control in the model. In addition to variables used in the Planned Behavior Theory, ethical duty, self-identity, motive, neutralization, ambivalence are included in the study. Questionnaires are made for survey, and investigation was conducted from 1th March to 11th of March. Total 360 copies are used for analysis. SPSS version 23 was used for analysis. Results: Study results show that first, the variables of attitude, subjective norm, perceived behavioral control, ethical duty, self-identity are turned to be statistically significant factors affecting ethical consumption intention. In this study, we defined the ethical consumption as voluntary, self-sacrifice needed, and additional efforts required behavior, therefore motive thought to be needed at fist for individual consumer to form intention. For neutralization and ambivalence, neutralization does not affect ethical consumption directly or indirectly, but we found ambivalence has moderating effect while motive affecting attitude, perceived behavior control, self-identity and has moderating effect while attitude, subjective nom, perceived behavior control, self-identity affects intention. Ambivalence means individual consumer’s thought or preoccupation toward ethical consumption, in other words, consumer may have fiendly or unfriendly, positive or negative impression to it. Overall, motive and ambivalence are important factors for ethical consumption. Motive plays some role from the start influencing main factors affecting ethical consumption. Ambivalence also functions by moderating variables. Thinking of ambivalence taking account of essence of ethical consumption, some consumers may have pretext or justification for not doing ethical consumption which may again annoy themselves. Conclusions: In conclusion, for intention to ethical consumption to be formed motive should be activated beforehand and ambivalence should be considered. Negative ambivalence toward ethical consumption should be removed and positive ambivalence should be developed.

참고문헌 (54)

  1. Ajzen, I., "Attitudes, personality, and behavior" (1988), Dorsey Press
  2. Ajzen, I., "The theory of planned behavior", Organizational Behavior and Human Decision Processes, 50(2), pp.179~211 (1991)
  3. Bagozzi, R. P., "The self-regulation of attitudes, intentions, and behavior", Social Psychology Quarterly, pp.178~204 (1992)
  4. Banerjee, D., "Modeling IT Ethics: A Study of Situational Ethics", î MIS Quarterly, 22(1), pp.31~60 (1998)[DOI]
  5. Barnett, R. C., "Toward a review and reconceptualization of the work", family literature, 1998, pp.124(2), 125~184
  6. Boyd, B., "Predicting Undergraduate Condom Use with the Fishbein and Ajzen and the Triandis Attitude-Behavior Models : Implications for Public Health Interventions 1", Journal of Applied Social Psychology, 21(22), pp.1810~1830 (1991)
  7. Caprara, G. V., "Prosociality : the contribution of traits, values, and self-efficacy beliefs", Journal of Personality and Social Psychology, 102(6), pp.1289~ (2012)
  8. Castro, P., "Ambivalence and conservation behavior : An exploratory study on the recycling of metal cans", Journal of Environmental Psychology, 29(1), pp.24~33 (2009)
  9. 차동필, "폭음행위 이해: 계획행동 이론의 적용과 확장", 한국언론학보, 49(3), pp.346~372 (2005), 한국언론학회
  10. 차태훈, "공정무역 제품구매에 대한 탐색적 연구", 소비문화연구, 13(1), pp.1~20 (2010), 한국소비문화학회[DOI]
  11. Chang, H. W., "Role Identity and Reasoned Action in the Prediction of Repeated Behavior", Social Psychology Quarterly, 51, pp.303~357 (1988)
  12. Chatzidakis, A., "Socio-cognitive determinants of consumers’ support for the fair trade movement", Journal of Business Ethics, 133(1), pp.95~109 (2016)
  13. 천경희, "‘소비와 윤리’ 교과목 수강 대학생의 윤리적 소비에 대한 인식과 실천행동의 변화", 한국생활과학회지, 21(3), pp.505~526 (2012), 한국생활과학회[DOI]
  14. Clark, D., "The rough guide to shopping with a conscience", Rough Guides, ~ (2007)
  15. Conner, M., "Alcohol and intentions to use condoms : Applying the theory of planned behavior", Psychology and Health, 14(5), pp.795~812 (1999)
  16. Conner, M., "Interaction effects in the theory of planned behavior : Studying cannabis use", British Journal of Social Psychology, 38(2), pp.195~222 (1999)
  17. Costarelli, S., "The effects of attitudinal ambivalence on pro-environmental behavioral intentions", Journal of Environmental Psychology, 24(3), pp.279~288 (2004)
  18. Crowe, R., "Who are the ethical consumers?", pp.1~44 (2000), Cooperative Bank
  19. Devinney, T. M., "The myth of the ethical consumer hardback with DVD" (2010), Cambridge University Press
  20. Fishbein, M., "The Role of Desires, Self-Predictions, and Perceived Control in the Prediction of Training Session Attendance 1", Journal of Applied Social Psychology, 20(3), pp.173~198 (1990)
  21. Gibson, A. M., "An empirical investigation into ethical decision making in accounting", doctor, Business and Economics, pp.1992
  22. Harrison, R., "The Ethical Consumer", pp.1~8 (2005), SAGE
  23. Harrington, S. J., "The effect of codes of ethics and personal denial of responsibility on computer abuse judgments and intentions", MIS Quarterly, pp.257~278 (1996)
  24. 홍은실, "대학생 소비자의 윤리적 소비와 관련변인 : 교육경험변인과 사회심리적 변인의 효과를 중심으로", 가정과삶의질연구, 28(5), pp.131~149 (2010), 가정과삶의질학회
  25. 홍은실, "대학생 소비자의 윤리적 소비행동에 따른 유형분류 및 특성분석", 한국생활과학회지, 20(4), pp.801~817 (2011), 한국생활과학회
  26. Hong, Y. G, "A case study of ethical consumer in Korea", doctor, pp.2009
  27. 홍연금, "우리나라 윤리적 소비자에 대한 사례연구", 소비문화연구, 13(2), pp.1~25 (2010), 한국소비문화학회[DOI]
  28. 홍연금, "친환경농산물 소비자의 구매동기 분석을 통한 윤리적 소비 행동 사례연구", 소비문화연구, 11(3), pp.23~42 (2008), 한국소비문화학회[DOI]
  29. 허은정, "소비자의 윤리적 상품에 대한 태도 및 구매의도의 관련요인 분석", 소비자학연구, 22(2), pp.89~111 (2011), 한국소비자학회
  30. A behavior system; an introduction to behavior theory concerning the individual organism, "Hull, C. L.", ~ (1952)
  31. 전상민, "소비자의 도덕성 발달이 윤리적 소비에 미치는 영향:윤리적 구매행동에 대한 도덕성 발달의 조절효과를 중심으로", 한국심리학회지: 소비자·광고, 17(4), pp.687~709 (2016), 한국소비자·광고심리학회[DOI]
  32. 정혜정, "윤리소비신념이 친환경 인조피혁 의류제품 태도에 미치는 영향과 지각된 소비자 효율 및 의류환경지식의 매개효과", 한국의류학회지, 37(2), pp.125~137 (2013), 한국의류학회
  33. Kang, C. H., "An Exploratory Study on individual Philanthropic Giving and Volunteering in Korea", Korea NPO Review, 2, pp.161~205 (2003)
  34. 김종흠, "친환경 행동의도 및 친환경 소비의도에 영향을 주는 요인에 대한 탐색적 연구: 규범과 동기를 중심으로", 소비자학연구, 26(1), pp.1~22 (2015), 한국소비자학회
  35. Ko, A. R., "A Qualitative Study on Characteristics of Ethical Consumer: Focusing on Comparison between Well-being consumption and Ethical consumption", Conference Proceedings of The Korean Society of Clothing and Textiles, pp.152~152 (2010)
  36. Kurland, N. B., "Ethical intentions and the theories of reasoned action and planned behavior 1", Journal of Applied Social Psychology, 25(4), pp.297~313 (1995)
  37. Kuther, T. L., "Rational decision perspectives on alcohol consumption by youth : Revising the theory of planned behavior", Addictive Behaviors, 27(1), pp.35~47 (2002)
  38. Kwon, M. H., "Variables Affecting on the Rationality of Consumption Behavior of Adolescent Consumers", Journal of Korean Home Management Association, 18(2), pp.175~190 (2000)
  39. 이정기, "NIE 수강 대학생의 유료 지역신문 정기 구독의도 결정요인: 지속적 이용과 비이용 예정자 집단의 비교를 중심으로", 미디어, 젠더 & 문화, (27), pp.191~230 (2013), 한국여성커뮤니케이션학회
  40. 김광석, "The Effect of Fair Trade on Consumer Behavior: In Terms of Ethical Consumerism", 경영학연구, 38(1), pp.295~315 (2009), 한국경영학회
  41. 이영희, "대학생 소비자의 개인적 특성 및 소비사회인식에 따른 윤리적 소비행동", Human Ecology Research, 55(1), pp.27~44 (2017), 대한가정학회[DOI]
  42. 이용규, "기부의도에 영향을 미치는 요인에 관한 연구:계획된 행동이론과 동기이론 결합모형을 토대로", 한국공공관리학보, 26(3), pp.189~211 (2012), 한국공공관리학회[DOI]
  43. Mintel, "The Green Consumer (Vol. 1 )" (1994), Mintel
  44. Netemeyer, R. G., "A comparison of two models for the prediction of volitional and goal-directed behaviors: A confirmatory analysis approach", Social psychology quarterly, pp.87~100 (1991)
  45. Oh, J. C., "A Study on the Ethical Consumption Applied to the Modified Theory of Reasoned Action", Journal of Korea Service Management Society Symposium, pp.199~220 (2012)
  46. O’Keefe, D. J., "Guilt as a mechanism of persuasion. The persuasion handbook: Developments in theory and practice", pp.329~344 (2002)
  47. 박미혜, "윤리적 소비의 개념 및 실태에 대한 고찰", 한국생활과학회지, 18(5), pp.1047~1062 (2009), 한국생활과학회
  48. Randall, D. M., "Ethical decision making in the medical profession : An application of the theory of planned behavior", Journal of Business Ethics, 10(2), pp.111~122 (1991)
  49. Rivis, A., "Automatic risk behavior : direct effects of binge drinker stereotypes on drinking behavior", Health Psychology, 32(5), pp.571~580 (2013)
  50. Schwartz, S. H., "Advances in experimental social psychology", pp.221~279 (1977), Academic Press
  51. Shaw, D., "An assessment of ethical obligation and self-identity in ethical consumer decision-making : A structural equation modeling approach", International Journal of Consumer Studies, 26(4), pp.286~293 (2002)
  52. Szmigin, I., "Consumption and community : choices for women over forty", Journal of Consumer Behavior, 5(4), pp.292~303 (2006)
  53. Uusitalo, O., "Ethical consumerism : a view from Finland", International Journal of Consumer Studies, 28(3), pp.214~221 (2004)
  54. Witkowski, T. H., "Antecedents of ethical consumption activities in Germany and the United States", Australasian Marketing Journal, 18(1), pp.8~14 (2010)

관련 논문AI추천

계획적 행동이론(TPB)에 기반한 윤리적 구매의도 및 소비행동의 결정요인에 관한 연구: 윤리적 소비동기를 중심으로정원식, 주가혜한국윤리경영학회 · 윤리경영연구2021 · 제21권 제2호윤리적 제품 소비에 미치는 소비자 가치요인에 관한 연구 : 제품신뢰의 조절효과를 중심으로오종철한국기업경영학회 · 기업경영연구2014 · 제21권 제2호개인적 규범은 행동의도를 강화하는가?: 지속가능 식품 구매행동에 대한 확장된 계획행동이론 적용심영, 이성림, 정주원한국소비자정책교육학회 · 소비자정책교육연구2025 · 제21권 제4호소비자의 윤리적 상품에 대한 태도 및 구매의도의 관련요인 분석허은정한국소비자학회 · 소비자학연구2011 · 제22권 제2호윤리적 소비에 미치는 영향 요인 연구조수영, 스와르시한국광고PR실학회 · 광고PR실학연구2022 · 제15권 제2호윤리적 구매의향의 결정요인에 대한 연구: 지각된 기업 및 고객시민행동의 조절효과를 중심으로윤성준, 정원식한국상품학회 · 상품학연구2016 · 제34권 제5호

이 간행물의 다른 논문 (2건)

Exploring CRM through Technology-enabled Experience in Virtual Environment: The Era of COVID-19조윤정, Seung Yeon HANpp. 1-14The Effect of eWOM Information Characteristics and Brand Community Experience Value on Brand Trust, Conversion한상설pp. 35-49
원문 보기