본문 바로가기
KERD
논문KCI 등재

소셜미디어 이용과 지속가능소비 행동: 자기 영향력에 대한 자신감의 조절효과를 중심으로

Social Media Use and Sustainable Consumption Behavior: The Moderating Role of Confidence in One’s Own Influence

서유현|홍은실
한국소비자정책교육학회 (Korean Society of Consumer Policy and Education)|2024.12|소비자정책교육연구 (Consumer Policy and Education Review)|제20권 제4호|pp. 93-117|DOI http://dx.doi.org/10.15790/cope.2024.20.4.093

0

조회

0

다운로드

0

인용

0

참고문헌

키워드

소비자 행동consumer behaviormultivariate multiple regression지속가능소비 행동소셜미디어 참여자기 영향력에 대한 자신감다변량 다중회귀분석sustainable consumption behaviorsocial media participationconfidence in one’s own influence

초록

본 연구는 소셜미디어 이용과 지속가능소비 행동 간의 관계를 다각적으로 분석하고, 자기 영향력에 대한 자신 감의 조절효과를 규명하는 데 목적을 두었다. 지속가능소비 행동은 세 가지 하위 차원인 삶의 질, 환경적 웰빙, 미래세대 고려로 구분되었으며, 소셜미디어의 적극적 참여(게시글 작성, 의견 공유)와 소극적 참여(콘텐츠 관찰, 좋아요 클릭)가 각 차원에 미치는 영향을 실증적으로 분석하였다. 이를 위해 한국의 MZ세대를 대상으로 온라인 설문조사를 실시하였고, 총 460명의 데이터를 기반으로 다변량 다중회귀분석을 통해 데이터를 분석하였다. 연구 결과, 소셜미디어 참여는 지속가능소비 행동의 모든 차원에 유의미한 영향을 미쳤다. 적극적 참여는 환경 적 웰빙과 미래세대를 고려한 소비 행동에 강력한 영향을 미쳤으며, 이는 소비자가 자신의 관점을 표현하고 다른 사용자와 상호작용할 때 행동 변화가 강화됨을 보여준다. 소극적 참여는 콘텐츠 관찰이나 좋아요 클릭과 같은 단 순한 활동도 지속가능성 담론에 기여하며, 특히 미래세대 고려와 같은 행동 차원에서 두드러진 영향을 보이고 있 었다. 또한, 자기 영향력에 대한 자신감은 지속가능소비 행동의 모든 차원에서 강력한 예측 변인으로 작용하였다. 소비자가 자신의 행동이 지속가능성에 긍정적 영향을 미칠 것이라는 신념이 강할수록, 더 높은 수준의 지속가능 소비 행동을 실천했다. 특히 자기 영향력에 대한 자신감과 소셜미디어 참여 간의 상호작용 효과는 지속가능소비 행동을 더욱 강화하였으며, 소비자 행동 변화의 큰 촉매제가 되는 것으로 나타났다. 본 연구는 소셜미디어가 소비자 행동 변화를 유도할 수 있는 강력한 플랫폼임을 확인하였으며, 특히 소비자의 참여와 자기효능감을 강화하는 캠페인 설계가 지속가능소비 촉진에 효과적임을 강조한다. 이를 바탕으로 정책적 및 실천적 함의를 제안하였으며, 소셜미디어를 활용한 맞춤형 메시지와 성공 사례 공유, 사용자 참여형 캠페인 및 콘텐츠 제작의 필요성을 강조하였다. 설문조사 기반의 주관적 데이터라는 한계가 있으며, 향후 연구에서는 소셜미디어 사용 시간과 빈도를 포함한 구체적 사용 패턴과 실제 행동 데이터를 분석하는 방법론적 확장이 필요 하다.

Abstract

This study aims to analyze the multifaceted relationship between social media use and sustainable consumption behavior and to identify the moderating effect of confidence in one's influence. Sustainable consumption behavior was categorized into three dimensions: quality of life, environmental well-being, and consideration for future generations. The study empirically examined the effects of active participation (e.g., posting and sharing opinions) and passive participation (e.g., observing content and liking posts) on each dimension. An online survey was conducted among Korean Millennials and Generation Z (MZ generation), and data from a total of 460 participants were analyzed using multivariate multiple regression analysis. The results revealed that social media participation significantly influenced all dimensions of sustainable consumption behavior. Active participation had a strong impact on behaviors related to environmental well-being and consideration for future generations, demonstrating that behavior changes are amplified when consumers express their perspectives and interact with others. Passive participation, even through simple activities like observing content or liking posts, contributed to the sustainability discourse, with particularly notable effects on behaviors concerning future generations. Additionally, confidence in one’s influence emerged as a strong predictor across all dimensions of sustainable consumption behavior. Consumers with a stronger belief in their ability to positively impact sustainability were more likely to engage in higher levels of sustainable consumption behavior. The interaction between confidence in one's influence and social media participation further amplified sustainable consumption behavior. Notably, the combination of active participation and high confidence served as the most potent catalyst for driving changes in consumer behavior. This study underscores the potential of social media as a powerful platform for influencing consumer behavior. It highlights the effectiveness of campaigns designed to enhance active participation and self-efficacy in promoting sustainable consumption. Based on these findings, the study offers policy and practical implications, emphasizing the need for tailored messaging, the sharing of success stories, and the creation of participatory campaigns and content leveraging social media platforms. The study acknowledges the limitations of survey-based subjective data and suggests methodological expansions in future research, such as analyzing detailed usage patterns and actual behavioral data, including time spent on social media and usage frequency.

참고문헌 (57)

  1. 김용섭, "소셜 미디어 참여가 온라인 구매에 미치는영향에 대한 자기해석과 제품유형의 조절효과", 박사, pp.2020
  2. 김행은, "뷰티제품 정보가 뷰티제품 의식과 소셜미 디어 참여에 따라 구매의도에 미치는 영향에 관한 연구", 한국화장품미용학회지, 11(2), pp.217~229 (2021)
  3. 박미혜, "지속가능소비의 개념화와 척도개발에 관한 연구", 소비문화연구, 25, pp.47~78 (2022)
  4. 박유현, "소셜미디어를 통한 소비 표현 행동이 지속가능소비에 미치는 영향: 사회적 연결감의매개효과", Fam. Environ. Res, 61(2), pp.247~261 (2023)
  5. 2021 소셜미디어 이용자 조사, "한국언론진흥재단", 한국언론진흥재단, ~ (2021)
  6. Abbas, J., "The Impact of Social Media on Learning Behavior for Sustainable Education : Evidence of Students from Selected Universities in Pakistan", Sustainability (2019)[DOI]
  7. Ahamad, N. R., "Assessment of knowledge, attitude and practice towards sustainable consumption among university students in Selangor, Malaysia", Sustainable Production and Consumption, 16, pp.88~98 (2018)
  8. Alam, M. M., "Antecedents and consequences of customers’ engagement with pro-environmental consumption-related content on social media", Sustainability, 15(5), pp.3974~ (2023)
  9. Climate change and poverty: report of the Special Rapporteur on Extreme Poverty and Human Rights, "Alston, P.", UN, ~ (2019)
  10. Bandura, A., "Self-efficacy : Toward a unifying theory of behavioral change", Psychological Review, 84(2), pp.191~215 (1977)
  11. Bandura, A., "Self-efficacy", pp.4~6 (1997), Cambridge University Press
  12. Bedard, S. A. N., "Millennials' green consumption behaviour : Exploring the role of social media", Corporate Social Responsibility and Environmental Management, 25(6), pp.1388~1396 (2018)
  13. Bryła, P., "The impact of social media marketing on consumer engagement in sustainable consumption : A systematic literature review", International Journal of Environmental Research and Public Health, 19(24), pp.16637~ (2022)
  14. Caruana, R., "Beyond the attitude-behaviour gap : Novel perspectives in consumer ethics : Introduction to the thematic symposium", Journal of Business Ethics, 136, pp.215~218 (2016)
  15. Chen, Y., "Media coverage of climate change and sustainable product consumption : Evidence from the hybrid vehicle market", Journal of Marketing Research, 56(6), pp.995~1011 (2019)
  16. Chung, C. H., "Applying social media to environmental education : is it more impactful than traditional media?", Information Discovery and Delivery, 48(4), pp.255~266 (2020)
  17. Dash, G., "Sustainable Marketing and the Role of Social Media : An Experimental Study Using Natural Language Processing(NLP)", Sustainability (2023)[DOI]
  18. Duan, W., "Do online reviews matter?-An empirical investigation of panel data", Decision Support Systems, 45(4), pp.1007~1016 (2008)
  19. Durovic, M., "International and Transnational Consumer Law on Sustainable Consumption", Sustainable Consumption (2019)[DOI]
  20. Fernandes, T., "Understanding drivers and outcomes of lurking vs. posting engagement behaviours in social media-based brand communities", Journal of Marketing Management, 36(7-8), pp.660~681 (2020)
  21. Friestad, M., "The persuasion knowledge model : How people cope with persuasion attempts", Journal of Consumer Research, 21(1), pp.1~31 (1994)
  22. Gulati, S., "Social and sustainable : exploring social media use for promoting sustainable behaviour and demand amongst Indian tourists", International Hospitality Review, 36(2), pp.373~393 (2022)
  23. "Summary for Policymakers" (2023)[URL]
  24. Jacobsen, J. K. S., "Tourist information search and destination choice in a digital age", Tourism Management Perspectives, 1, pp.39~47 (2012)
  25. "Connected Life: de unieke, wereldwijde studie naarhet digitale gedrag van de consument" (2017)[URL]
  26. Leary, R. B., "Changing the marketplace one behavior at a time : Perceived marketplace influence and sustainable consumption", Journal of Business Research, 67(9), pp.1953~1958 (2014)
  27. Lee, S., "The effects of conspicuous consumption and self-presentation on motivation to share brand on social networking sites : The mediating role of perceived value", Journal of Communication Design, 73, pp.81~94 (2020)
  28. Leong, L. Y., "The effects of Facebook browsing and usage intensity on impulse purchase in f-commerce", Computers in Human Behavior, 78, pp.160~173 (2018)
  29. Li, C., "Development and validation of the climate change hope scale for high school students", Environment and Behavior, 50(4), pp.454~479 (2018)
  30. Li, W., "More interactions, more prosociality? An investigation of the prosocial effect of online social interactions among adolescents", Cyberpsychology, Behavior, and Social Networking, 25(7), pp.432~438 (2022)
  31. Liang, T. P., "Introduction to the special issue social commerce : a research framework for social commerce", International Journal of Electronic Commerce, 16(2), pp.5~14 (2011)
  32. Maslowska, E., "The customer engagement ecosystem", Journal of Marketing Management, 32(5-6), pp.469~501 (2016)
  33. "Consumers want greener living - but not at any cost" (2009)[URL]
  34. Minton, E., "Sustainable marketing and social media : A cross-country analysis of motives for sustainable behaviors", Journal of Advertising, 41(4), pp.69~84 (2012)
  35. Mogensen, F., "The action competence approach and the ‘new’ discourses of education for sustainable development, competence and quality criteria", Environmental Education Research, 16(1), pp.59~74 (2010)
  36. Olsson, D., "Self-perceived action competence for sustainability : The theoretical grounding and empirical validation of a novel research instrument", Environmental Education Research, 26(5), pp.742~760 (2020)
  37. "Oslo Roundtable on Sustainable Consumption and Production" (1994)[URL]
  38. Pang, X., "The Impact of Life-Sharing Social Media on Users' Consumption Behavior in the New Media Environment", Advances in Economics, Management and Political Sciences, 105, pp.14~20 (2024)
  39. Pollex, J., "Regulating Consumption for Sustainability? Why the European Union Chooses Information Instruments to Foster Sustainable Consumption", European Policy Analysis, 3(1), pp.185~204 (2017)[DOI]
  40. Poyry, E., "Can we get from liking to buying? Behavioral differences in hedonic and utilitarian Facebook usage", Electronic Commerce Research and Applications, 12(4), pp.224~235 (2013)
  41. Pristl, A., "When does a social norm catch the worm? Disentangling social normative influences on sustainable consumption behaviour", Journal of Consumer Behaviour, 20(3), pp.635~654 (2020)[DOI]
  42. Quoquab, F., "A multiple-item scale for measuring"sustainable consumption behaviour"construct : Development and psychometric evaluation", Asia Pacific Journal of Marketing and Logistics, 31(4), pp.791~816 (2019)
  43. Rahim, M., "The Role of Social Media on Environmental Awareness of Undergraduate Students in University of Sulaimani in Iraq", Journal of Arts, Literature, Humanities and Social Sciences, 10, pp.218~231 (2016)
  44. Reilly, A. H., "Corporate communication, sustainability, and social media : It's not easy(really)being green", Business horizons, 57(6), pp.747~758 (2014)
  45. Saleem, A., "Exploring the Impact of Sustainable Media Campaigns on Consumer Behavior", Bulletin of Business and Economics(BBE), 13(2), pp.811~824 (2024)
  46. Sarkar, J., "Developing responsible consumption behaviours through social media platforms: sustainable brand practices as message cues", Inf. Technol. People, 36, pp.532~563 (2022)[DOI]
  47. Saxena, P., "Effectiveness of social media promotion for online shopping sites: A study on buying behavior of consumer", Journal of Content, Community, & Communication, 13(1), pp.351~359 (2021)
  48. Shamsi, M. S., "Does environmental awareness via SNSs create sustainable consumption intention among the millennials", Journal of Content, Community and Communication, 15(8), pp.100~116 (2022)
  49. Strähle, J., "The role of social media for a sustainable consumption", Green Fashion Retail, pp.225~247 (2017)
  50. Terlau, W., "Sustainable consumption and the attitude-behaviour gap phenomenon-causes and measurements towards a sustainable development", Proceedings in Food System Dynamics, pp.199~214 (2015)
  51. UNEP, "Sustainable Consumption and Production : Creating Opportunities in a Changing World" (2000), CDG
  52. Vladimirova, K., "Exploring the influence of social media on sustainable fashion consumption : A systematic literature review and future research agenda", Journal of Global Fashion Marketing, 15(2), pp.181~202 (2024)
  53. "Digital 2024; South Korea" (2024)[URL]
  54. Wheaton, M., "Using web and mobile technology to motivate pro-environmental action after a nature-based tourism experience", Journal of Sustainable Tourism, 24(4), pp.594~615 (2016)
  55. "Climate change indicators reached record levels in 2023 : WMO" (2024)[URL]
  56. Xie, S., "Impact of social media on young generation’s green consumption behavior through subjective norms and perceived green value", Sustainability, 15(4), pp.3739~ (2023)
  57. Zafar, A. U., "Social media and sustainable purchasing attitude : Role of trust in social media and environmental effectiveness", Journal of Retailing and Consumer Services, 63, pp.102751~ (2021)

관련 논문AI추천

소극적 관찰자에서 헌신적 옹호자까지: 소셜미디어 플랫폼 특성이 지속가능소비 태도와 행동에 미치는 영향서유현, 홍은실한국소비문화학회 · 소비문화연구2025 · 제28권 제3호소셜 미디어 캠페인 참여를 통한 환경문제 인식이 탄소중립 행동 의도에 미치는 영향*: 탄소중립 정책 선호의 매개효과와 녹색 소비 가치의 조절효과노환호, 이태준한국광고PR실학회 · 광고PR실학연구2023 · 제16권 제4호MZ세대의 환경 인식과 행동 및 소셜 미디어 역할 이해를 위한 탐색적 연구: 심층 인터뷰를 이용하여김미경, 장안리한국광고PR실학회 · 광고PR실학연구2022 · 제15권 제3호소비자 책임 인식이 구매단계의 지속가능 소비 행동에 미치는 영향: 소비자 공적 참여 경험의 조절효과김태은, 홍미나한국소비자원 · 소비자문제연구2022 · 제53권 제2호지속가능소비의 영향요인에 관한 연구: 지각된 소비자효과의 매개효과와 마음챙김의 조절효과박미혜한국소비자정책교육학회 · 소비자정책교육연구2022 · 제18권 제4호기업과 소비자의 사회적 책임이 지속가능소비생활 실천과 소비생활만족에 미치는 영향이민환, 이서진한국상품학회 · 상품학연구2021 · 제39권 제5호

이 간행물의 다른 논문 (5건)

행복수명의 영역별 만족과 실행이 중·고령 소비자의 주관적 노화 인식에 미치는 영향 연구김난도, 전다현pp. 1-23시장환경에 대한 신뢰와 소비자 시민성이 소비생활만족에 미치는 영향허은정, 이성림pp. 25-44자동차보험 및 실손의료보험의 보험가격적정성이 가입 후 만족도에 미치는 영향: 비교용이성의 조절효과 분석박소영, 주소현pp. 45-64유자녀 가구의 양육비 및 주거비 부담이 재무웰빙에 미치는 영향: 생애주기별 비교를 중심으로장연주, 나혜림pp. 65-91고등학령기 소비자의 미디어 이용유형과 생활가치 태도 연구 - 재학 여부를 중심으로 -노영래, 김시월, 김혜연, 조향숙pp. 119-139
원문 보기