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사회적 공감이 친환경 소비행동에 미치는 영향: 중국 소비자를 중심으로

Impacts of Social Empathy on Green Consumption Behavior: Focusing on Chinese Consumers

이유경
한국국제경영학회 (Korean Academy of International Business)|2019.08|국제경영연구 (International Business Journal)|제30권 제3호|pp. 1-26|DOI http://dx.doi.org/10.14365/ibj.2019.30.3.1

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참고문헌

키워드

중국 소비자Chinese consumers환경관심사회적 공감environmental concerngreen purchase intention친환경제품 구매의도social empathy
주제분류경영학

초록

최근 중국 정부는 중국의 환경오염 문제가 심각해짐에 따라 생태문명 건설이라는 새로운 국정운영 목표를 제시하였다. 중국의 환경과 관련된 이러한 거시적 변화는 중국 소비자들의 친환경 소비에 대한 관심에도 영향을 미치고 있다. 이에 본 연구는 중국의 친환경 소비시장이 새로운 전환점을 맞이하고 있다고 판단하고, 중국 소비자의 친환경 소비행동을 설명할 수 있는 새로운 변인을 찾고자 다양한 분야의 문헌연구를 수행하였다. 그 결과 사회적 공감이라는 새로운 변인이 중국 소비자의 환경관심 및 친환경제품 구매의도에 주요한 영향을 미칠 것으로 예측하고 연구 가설을 설정하였다. 가설검증을 위해 중국의 북경, 상해, 청도에 거주하는 327명의 중국소비자들로부터 실증분석 자료를 수집하였고, 다중회귀분석법으로 분석하였다. 분석 결과는 다음과 같다. 첫째, 중국 소비자의 사회적 공감은 환경관심과 친환경제품 구매의도에 모두 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 사회적 공감의 세 하위요인인 정서적 반응, 인지적 공감, 거시적 관점수용 중 인지적 공감과 거시적 관점수용만 환경관심에 영향을 미치는 것으로 나타났다. 마지막으로, 사회적 공감의 세 하위요인인 정서적 반응, 인지적 공감, 거시적 관점수용은 모두 친환경제품 구매의도에 정(+)의 영향을 미치는 것으로 나타났다. 본 연구의 실증분석 결과는 중국소비자의 친환경 소비행동 연구 분야에서 사회적 공감이라는 새로운 변인의 설명력을 확인하였다는 점에서 관련 연구의 학문적 확장에 기여할 수 있을 것으로 기대된다. 또한 중국의 친환경 소비시장이 거시적․미시적 변화에 직면하고 있다는 점에서 사회적 공감이라는 새로운 변인의 확인은 중국 진출 국내기업들에게 친환경 마케팅 전략 수립의 실무적 시사점을 제공할 수 있을 것으로 기대된다.

Abstract

Recently, the Chinese government has proposed a new national development goal of ‘construction of ecological civilization as the environmental pollution problem has become serious in China. And these macro-level changes in China are also affecting Chinese consumers' interest in the environment and green products. Therefore, this study conducted literature reviews in various study areas, in order to find new construct to explain Chinese consumers green consumption behavior, based on the Chinese green market changes. As a result, this study found the social empathy might affect the environmental concern and green purchase intention in China. This study verified the research model with a multiple regression analysis, using data obtained from 327 consumers located in Beijing, Shanghai, and Qingdao China. The results of this study were as follows: First, social empathy had a positive impact on environmental concern and green purchase intention in China. Second, the effective response did not have a significant impact on environmental concern, but cognitive empathy and micro perspective-taking had positive impacts on environmental concern. Finally, effective response, cognitive empathy and micro perspective-taking had positive impacts on green purchase intention. This study provides academic contribution in that it empirically verifies the explanatory power of social empathy in green consumption behavior. Moreover, under the current circumstances faced by the Chinese green consumer market regarding macro and micro changes, this study is expected to provide practical implications for establishing effective green marketing strategies for companies in China.

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