나르시시즘이 친환경 제품 구매의도에 미치는 영향: 물질주의와 친환경 과시성의 이중매개효과와 독특함에 대한 욕구의 조절효과
The effect of narcissism on intention to purchase green products: The dual mediating effect of materialism and green conspicuousness and the moderating effect of need for uniqueness
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친환경 소비에 대한 관심이 높아짐에 따라 기업에서도 소비자의 관심과 니즈를 만족시킬 친환경 제품의 생산 및 판매의 필요성이 높아지고 있다. 본 연구는 친환경 소비를 보다 활성화 시키고 적극적으로 확대하기 위해 기 존 환경주의적 관점에서 벗어나 물질주의 측면에서 소비자에게 친환경 소비의 매력을 소구하는 것이 필요하다 는 관점에서 이루어졌다. 물질주의에 영향을 주는 선행요인으로 나르시시즘을 확인하고, 나르시시즘이 물질주의 와 친환경 과시성에 미치는 긍정적 영향을 살펴보고자 한다. 이를 나르시시즘과 친환경 구매의도의 관계에서 물 질주의와 친환경 과시성이 가지는 이중 매개효과 검증을 통해 확인하고자 한다. 또한 친환경 과시성이 친환경 구매의도에 영향을 주는 과정에서 소비자의 독특함에 대한 욕구가 조절적 영향을 가질 것임을 검증하고자 한다. 이를 위해 본 연구에서는 242명에 대한 온라인 조사를 수행하였으며, SPSS 22.0과 PROCESS v.3.1을 이용하여 분석하였다. 그 결과 첫째, 나르시시즘이 친환경 구매의도에 미치는 영향에 물질주의와 친환경 과시성이 완전이 중매개효과를 가지는 것을 확인하였다. 둘째, 나르시시즘과 물질주의는 각각 친환경 구매의도에 정의 영향을 주 는 것을 확인하였다. 셋째, 친환경 과시성이 친환경 구매의도에 미치는 영향은 독특함에 대한 욕구가 클수록 커 지는 것을 확인하였다. 이와 같은 연구결과를 바탕으로 친환경 소비의 활성화를 위해 친환경 제품의 자기애적 요소, 과시적 요소를 부각시켜 소구할 필요가 있으며 이러한 구매욕구의 자극전략에서 일반적 기존 제품 대비 친환경 제품의 독특함을 여러 가지 제품 요소에서 구현하는 것이 필요함을 알 수 있다.
Abstract
As the interest in green consumption increases, the need for companies to produce and sell green products that satisfy consumers' interests and needs is increasing. This study was conducted from the perspective that in order to further activate and actively expand green consumption, it is necessary to appeal to consumers about the attractiveness of green consumption from the perspective of materialism, moving away from the existing environmentalist perspective. This study would like to identify narcissism as an antecedent factor affecting materialism and examine the positive impact of narcissism on materialism and green conspicuousness. This study would like to confirm this by testing the double mediating effect of materialism and green conspicuousness in the relationship between narcissism and green purchase intention. In addition, this study aim to verify that consumers' desire for uniqueness will have a moderating influence in the process of green conspicuousness influencing green purchase intention. For this purpose, this study conducted an online survey of 242 people and analyzed it using SPSS 22.0 and PROCESS v.3.1. As a result, first, it was confirmed that materialism and green conspicuousness had a full double mediating effect on the effect of narcissism on green purchase intention. Second, it was confirmed that narcissism and materialism each have a positive influence on green purchase intention. Third, it was confirmed that the impact of green conspicuousness on green purchase intention increases as the desire for uniqueness increases. Based on these research results, it is necessary to highlight the narcissistic and conspicuous elements of green products in order to promote green consumption. Furthermore, it can be seen that in this strategy of stimulating purchase desire, it is necessary to embody the uniqueness of green products compared to general existing products in various product elements.
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