소비자의 가치체계와 유기농 식품 구매행동
Consumers’ Value Systems and Organic Food Purchase Behavior
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본 연구는 Vinson, Scott과 Lamont(1977)가 제안한 소비자의 가치체계 모델을 이론적 근거로 하여 유기농 식품 구매상황에서 가치가 행동으로 이어지는 일련의 과정, 즉 소비자의 개인적 가치 관련 구성개념과 유기농 식품 구매 관련 구성개념 사이의 관계구조 네트워크를 탐색해보는 것을 주된 목적으로 삼았다. 자료 수집을 위해 전문 리서치 업체의 패널을 대상으로 온라인 설문조사를 실시하였다. 유기농 식품을 구매해 본 적이 있는 만 19세 이상의 식품 주 구매자를 대상으로 조사가 진행되었으며, 총 420부의 설문응답이 최종 분석 자료로 사용되었다. 분석 결과에 따르면, 보편주의 가치와 박애 가치가 녹색소비 가치에 미치는 영향은 모두 유의한 것으로 나타났다. 녹색소비 가치가 유기농 식품의 건강, 안전, 환경관련 속성에 대한 신념에 미치는 영향 또한 모두 유의하였다. 한편, 유기농 식품 속성에 대한 신념과 유기농 식품의 프리미엄 가격 지불의사 간의 관계에 대해서는 상반된 결과가 나타났다. 유기농 식품의 건강 및 환경관련 속성에 대한 신념과 프리미엄 가격 지불의사 간의 관계는 유의하지 않았지만, 유기농 식품의 안전관련 속성에 대한 신념이 프리미엄 가격 지불의사에 미치는 영향은 유의한 것으로 나타났다. 유기농 식품 속성에 대한 신념과 유기농 식품 구매행동 간의 관계도 부분적으로 채택되었는데, 유기농 식품의 건강관련 속성에 대한 신념은 유기농 식품 구매행동에 긍정적인 영향을 미쳤지만, 유기농 식품의 안전 및 환경관련 속성에 대한 신념과 유기농 식품 구매행동 간의 관계는 유의하지 않았다. 본 연구의 학술적 시사점으로는 Vinson, Scott과 Lamont(1977)의 가치체계 모델을 녹색소비의 대표적 사례인 유기농 식품 구매상황에 적용하여 소비자의 가치체계를 중심으로 소비행동을 이해하려고 했다는 점이며, 결과분석을 통해 실무에서 적용해 볼 수 있는 시사점 또한 끌어냈다는 점이다.
Abstract
Based on the model of consumers’ value systems suggested by Vinson, Scott, and Lamont (1977), the current study intends to examine sets of processes in which personal values are connected to consumers' organic food purchase behavior. In other words, the study is interested in exploring a nomological network of value-behavior relationships in the context of organic food purchases. Data was gathered from members of an online research panel pre-recruited by a professional research agency. A person who is 19 years old or older, is in charge of the grocery shopping in his or her household, and has ever purchased organic foods is eligible to participate in a self-administered online survey. A total of 420 responses were finally utilized in data analysis. The results showed that the effects of universalism and benevolence on green consumption values were significant. In addition, the effects that green consumption values have with beliefs on health-, safety-, and environment-related organic food attributes were all significant. However, mixed results were reported with regard to the relations between beliefs on organic food attributes and willingness to pay a price premium for organic foods. Whereas beliefs on health- and environment-related organic food attributes did not significantly affect willingness to pay a price premium for organic foods, the effect of beliefs on safety-related organic food attributes was significant. The relations between beliefs on organic food attributes and organic food purchase behavior were partially supported. Whereas beliefs on health-related organic food attributes significantly affected organic food purchase behavior, the relations between beliefs on safety- and environment-related organic food attributes, and organic food purchase behavior were not significant. The theoretical contribution of this study has been to expand our understanding of organic food purchase behavior by incorporating the model of consumers' value systems(Vinson, Scott & Lamont, 1977). The insights gained form the empirical findings of this study are included as well.
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