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소셜 미디어 캠페인 참여를 통한 환경문제 인식이 탄소중립 행동 의도에 미치는 영향*: 탄소중립 정책 선호의 매개효과와 녹색 소비 가치의 조절효과

The Impact of Perception of Environmental Problem through Participation in Social Media Campaigns on Carbon-Neutrality Activism Intention: The Mediating Effect of Carbon-Neutrality Policy Preference and the Moderating Effect of Green Consumption Value*

이태준|노환호
한국광고PR실학회 (The Korean Advertising & PR Practitioners Society)|2023.11|광고PR실학연구 (Journal of Practical Research in Advertising and Public Relations)|제16권 제4호|pp. 37-69|DOI 10.21331/jprapr.2023.16.4.002

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키워드

환경문제 인식소셜 미디어 캠페인탄소중립 정책 선호녹색 소비 가치Social media campaignsPerception of environmental problemCarbon-neutral policy preferenceGreen consumption values

초록

본 연구는 소셜 미디어를 통해 성공적인 사회 운동이 가능하도록 사람들의 참여와 관련된행동 의도를 높이는 방안을 탐색하기 위한 목적에서 수행되었다. 사회 운동이 성공하기위해서는 사람들의 관심과 참여를 높이는 것이 필수적이다. 그러나 사회 태만이나 책임감의부재는 사람들의 관심과 참여에 부정적인 영향을 미친다. 따라서 사람들의 관심과 참여를높이는 방안을 소셜 미디어 캠페인을 통해 제안하고자 했다. 또한 소셜 미디어 캠페인 참여 효과를 높이는 심리학적 개인차 요인을 확인하기 위해 녹색 소비 가치의 조절효과를검증하고자 했다. 소셜 미디어에 친숙한 고등학생과 대학생을 대상으로 소셜 미디어 캠페인참여의 효과를 검증한 결과 참가자들은 참여 전보다 참여 후 환경문제에 관한 관심이높아졌다. 또한 환경문제에 관한 관심은 탄소중립 행동 의도를 높였으며, 이 효과는 탄소중립정책에 대한 선호를 통해 매개되었다. 또한 매개효과는 녹색 소비 가치가 높을 때 유의했고, 낮은 경우에는 그렇지 않았다. 이와 같은 연구 결과는 소셜 미디어 캠페인의 참여가사람들의 문제 인식 수준과 행동 의도를 높일 수 있으며, 더욱 효과적인 캠페인 효과를 거두기 위해서는 개인의 친환경과 관련된 심리적 요인을 고려해야 한다는 것을 의미한다. 끝으로 연구 결과 의미와 시사점에 대해 추가로 논했다.

Abstract

The purpose of this study was to explore ways to increase people's engagement and related activism intentions to enable successful social movements through social media. Increasing people's interest and participation is essential for social movements to succeed, but social loafing and lack of responsibility have a negative impact on people's interest and participation. Therefore, we proposed to increase people's interest and participation through social media campaigns. We also wanted to test the moderating effect of green consumption value to identify psychological individual differences in the effectiveness of social media campaign participation. Using high school and college students who are familiar with social media, we found that participants' perception of environmental problem increased after participating in the social media campaign compared to before participating. In addition, perception of environmental problem increased carbon-neutrality activism intention, which was mediated by carbon-neutrality policy preference. The mediating effect was significant when green consumption value were high, but not when they were low. These findings suggest that participation in social media campaigns can increase perception of environmental problem and activism

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