본문 바로가기
KERD
논문KCI 등재

친환경 제품유형(리사이클 vs. 업사이클)이 소비자 제품태도에 미치는 영향

The Effect of Recycled Type(Recycle vs. Upcycle) on Consumers’Product Attitude

최우진|하나현
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2023.12|상품학연구 (Journal of Product Research)|제41권 제6호|pp. 103-111|DOI 10.36345/kacst.2023.41.6.012

0

조회

0

다운로드

0

인용

0

참고문헌

키워드

소비자recycling리사이클업사이클product attitudeupcyclingconsumers제품태도친환경 제품environmentally friendly products
주제분류경영학

초록

최근 환경친화적 자원순환의 중요성이 강조되고 있으며, 리사이클과 업사이클을 활용한 다양한 제품이 출시되고 있다. 리사이클(recycle)은 폐기물을 분해하거나 물리적, 화학적 공정 등의 일정한 프로세스를 통해 원료를 추출하여 새로운 제품의 소재로 활용하거나 재생, 재사용하는 것으로 고에너지가 소모되고 원래의 물질보다 품질이 낮아지는 경향이 있다. 반면 업사이클(upcycle)은 폐기물의 분해 없이 재구성하여 활용도를 높이거나 창의적인 디자인을 통해 원래보다 더 좋은 품질이나 더 높은 환경적 가치를 지닌 새로운 제품을 생산하는 개념이다. 리사이클과 업사이클 간에는 이처럼 분명한 차이가 존재하지만 제품유형을 리사이클 제품과 업사이클 제품으로 구분하여 각 유형에 따른 소비자의 인식 차이를 논의한 연구는 많지 않다. 이에 따라 본 연구는 리사이클 제품과 업사이클 제품을 비교하여 소비자 제품태도의 차이를 실증적으로 살펴보았다. 구체적으로, 본 연구는 이들 두 가지 제품유형이 가격 공정성과 환경오염에 대한 관심, 참신함을 매개로 제품태도에 미치는 효과를 고찰하였다. 분석 결과, 첫째, 소비자들은 리사이클 제품보다 업사이클 제품에서 더 긍적적인 제품태도를 보였다. 둘째, 제품유형이 제품태도에 미치는 효과는 가격 공정성과 환경오염에 대한 관심, 참신함에 의해 매개되었다. 구체적으로, 소비자는 리사이클 제품보다 업사이클 제품에서 더 높은 가격 공정성과 환경오염에 대한 관심, 참신함을 보였으며, 이는 더 높은 제품태도로 이어졌다. 이러한 연구 결과를 바탕으로 본 연구는 학문적, 실무적 시사점을 제공하였다.

Abstract

Recently, the importance of environmentally friendly resource usage has been emphasized and various products utilizing recycling and upcycling have been launched. Recycle is the process of decomposing waste or extracting raw materials through certain processes such as physical and chemical processes, which tends to consume high energy and have lower quality than the original materials. On the other hand, upcycle is the concept of reconstructing waste materials without decomposing them to increase their utilization, thus enabling to produce new products with better quality or higher environmental value. Although upcycling and recycling are obviously different concepts, little is known regarding how consumers perceive these two types of recycled products. Therefore, this study empirically examines the differences in consumers’ product attitudes towards recycled vs. upcycled products. For this purpose, one study was conducted among university students in Korea. The results show that consumers tend to have higher product attitudes toward upcycled products than recycled products; the effect of product type on product attitudes is mediated by price fairness, environmental concern, and novelty. That is, consumers show higher price fairness, environmental concern, and novelty for upcycled products than for recycled products, resulting in higher product attitudes. Based on these findings, theoretical and practical implications are discussed.

참고문헌 (66)

  1. 김경신, "폐기저귀 함유 펄프와 혼합 플라스틱의 업사이클링 연구", 자원리싸이클링, 24(5), pp.22~32 (2015), 한국자원리싸이클링학회[DOI]
  2. 박윤나, "기업의 ESG 활동이 기업 이미지, 지각된 가격 공정성 및 소비자 반응에 미치는 영향", 경영학연구, 50(3), pp.643~664 (2021), 한국경영학회[DOI]
  3. 박주희, "폐자원을 활용한 업사이클링 패션디자인 연구", 복식, 64(8), pp.138~154 (2014), 한국복식학회[DOI]
  4. 안윤정, "업사이클링 vs. 리사이클링: 친환경 제품유형, 자아해석, 자기표현적 단서가 소비자들의 구매의도에 미치는 영향", 소비자학연구, 31(3), pp.117~143 (2020), 한국소비자학회[DOI]
  5. 이다혜, "업사이클링 패션브랜드에 나타난 소재특성 연구 (제1보)", 한국의류학회지, 42(3), pp.486~502 (2018), 한국의류학회
  6. 이수현, "국내 학술 연구에 나타난 지속가능 패션 디자인 연구 동향", 한국의상디자인학회지, 24(4), pp.73~85 (2022), 한국의상디자인학회[DOI]
  7. 오민주, "업사이클링 활동을 중심으로 한 통합교과 환경교육 프로그램 개발 및 효과", 환경교육, 28(4), pp.229~241 (2015), 한국환경교육학회[DOI]
  8. 오유진, "현대 패션에 나타난 업사이클 디자인의 표현 방법과 기법", 복식, 66(7), pp.109~123 (2016), 한국복식학회
  9. 조종완, "인지적 자원의 고갈이 신제품 아이디어 도출에 미치는 영향: 아이디어의 창의성과 제품가치, 아이디어에 대한 태도 분석을 중심으로", 마케팅연구, 37(1), pp.65~86 (2022), 한국마케팅학회[DOI]
  10. 최민숙, "업 사이클링 디자인 특성 연구", 기초조형학연구, 13(5), pp.551~563 (2012), 한국기초조형학회[DOI]
  11. 환경 용어 해설집: 지구 환경 논의중심으로, "환경부", 환경부, ~ (1996)
  12. Adıgüzel, F., "Proud to Be Sustainable : Upcycled Versus Recycled Luxury Products", Journal of Business Research, 130, pp.137~146 (2021)
  13. Amabile, T. M., "The Social Psychology of Creativity : A Componential Conceptualization", Journal of Personality and Social Psychology, 45(2), pp.357~376 (1983)
  14. Andrews, J., "In Search of the Marketing Imagination : Factors Affecting the Creativity of Marketing Programs for Mature Products", Journal of Marketing Research, 33(2), pp.174~187 (1996)
  15. Antonetti, P., "Exploring Postconsumption Guilt and Pride in the Context of Sustainability", Psychology and Marketing, 31(9), pp.717~735 (2014)
  16. Balderjahn, I., "Personality Variables and Environmental Attitudes as Predictors of Ecologically Responsible Consumption Patterns", Journal of Business Research, 17(1), pp.51~56 (1988)
  17. Bamberg, S., "How Does Environmental Concern Influence Specific Environmentally Related Behaviors? A New Answer to an Old Question", Journal of Environmental Psychology, 23(1), pp.21~32 (2003)
  18. Bridgens, B., "Creative Upcycling : Reconnecting People, Materials and Place Through Making", Journal of Cleaner Production, 189, pp.145~154 (2018)
  19. Our Common Future, "Brundtland, G. H.", Brundtland, ~ (1987)
  20. Campbell, M. C., "Perceptions of Price Unfairness : Antecedents and Consequences", Journal of Marketing Research, 36(2), pp.187~199 (1999)
  21. Cassidy, T. D., "Upcycling Fashion for Mass Production, in Sustainability in Fashion and Textiles" (2017), Routledge
  22. Chitturi, R., "Delight by Design : The Role of Hedonic Versus Utilitarian Benefits", Journal of Marketing, 72(3), pp.48~63 (2008)
  23. Crosby, L. A., "Consumer", Voter Behavior in the Passage of the Michigan Container Law, 1981, pp.45(2), 19~32
  24. Dinsmore, J. B., "Monetary vs. Nonmonetary Prices: Differences in Product Evaluations Due to Pricing Strategies Within Mobile Applications", Journal of Strategic Marketing, 24(3-4), pp.227~240 (2016)
  25. Flavell, J. H., "Cognitive Development" (1997), Prentice-Hall
  26. Fransson, N., "Environmental Concern : Conceptual Definitions, Measurement Methods, and Research Findings", Journal of Environmental Psychology, 19(4), pp.369~382 (1999)
  27. Gershoff, A. D., "What Makes It Green? The Role of Centrality of Green Attributes in Evaluations of the Greenness of Products", Journal of Marketing, 79(1), pp.97~110 (2015)
  28. Grasso, S., "Consumer Attitudes to Upcycled Foods in US and China", Journal of Cleaner Production, pp.135919~ (2023)
  29. Habel, J., "Warm Glow or Extra Charge? The Ambivalent Effect of Corporate Social Responsibility Activities on Customers’ Perceived Price Fairness", Journal of Marketing, 80(1), pp.84~105 (2016)
  30. Hartmann, P., "Consumer Attitude and Purchase Intention Toward Green Energy Brands : The Roles of Psychological Benefits and Environmental Concern", Journal of Business Research, 65(9), pp.1254~1263 (2012)
  31. Haws, K. L., "Seeing the World Through GREEN-Tinted Glasses : Green Consumption Values and Responses to Environmentally Friendly Products", Journal of Consumer Psychology, 24(3), pp.336~354 (2014)
  32. Hayes, A. F., "PROCESS: A Versatile Computational Tool for Observed Variable Mediation, Moderation, and Conditional Process Modeling" (2012)
  33. Hirschman, E. C., "Innovativeness, Novelty Seeking, and Consumer Creativity", Journal of Consumer Research, 7(3), pp.283~295 (1980)
  34. Im, S., "Consumer Perceptions of Product Creativity, Coolness, Value and Attitude", Journal of Business Research, 68(1), pp.166~172 (2015)
  35. Im, S., "Market Orientation, Creativity, and New Product Performance in High-Technology Firms", Journal of Marketing, 68(2), pp.114~132 (2004)
  36. Iyer, P., "Green Products : Altruism, Economics, Price Fairness and Purchase Intention", Social Business, 6(1), pp.39~64 (2016)
  37. Kamleitner, B., "A Cinderella Story : How Past Identity Salience Boosts Demand for Repurposed Products", Journal of Marketing, 83(6), pp.76~92 (2019)
  38. Kim, N., "Impact of Knowledge Type and Strategic Orientation on New Product Creativity and Advantage in High-Technology Firms", Journal of Product Innovation Management, 30(1), pp.136~153 (2013)
  39. Kleinschmidt, E. J., "The Impact of Product Innovativeness on Performance", Journal of Product Innovation Management, 8(4), pp.240~251 (1991)
  40. Longi, D. Y. P., "Study of Second-Hand Clothing Upcycle With Mixed Media Techniques in the Context of Sustainable Fashion Case Study: Bazooqu Brand. In Sustainable Development in Creative Industries: Embracing Digital Culture for Humanities" (2023), Routledge
  41. Luchs, M. G., "The Sustainability Liability : Potential Negative Effects of Ethicality on Product Preference", Journal of Marketing, 74(5), pp.18~31 (2010)
  42. MacKenzie, S. B., "The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness : A Test of Competing Explanations", Journal of Marketing Research, 23(2), pp.130~143 (1986)
  43. Minton, A. P., "The Effects of Environmental Concern on Environmentally Friendly Consumer Behavior : An Exploratory Study", Journal of Business Research, 40(1), pp.37~48 (1997)
  44. Mitchell, A. A., "Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?", Journal of Marketing Research, 18(3), pp.318~332 (1981)
  45. Mukherjee, A., "The Effect of Novel Attributes on Product Evaluation", Journal of Consumer Research, 28(3), pp.462~472 (2001)
  46. Oliver, R. L., "Consumer Perceptions of Interpersonal Equity and Satisfaction in Transactions : A Field Survey Approach", Journal of Marketing, 53(2), pp.21~35 (1989)
  47. Onwezen, M. C., "The Norm Activation Model : An Exploration of the Functions of Anticipated Pride and Guilt in Pro-Environmental Behaviour", Journal of Economic Psychology, 39, pp.141~153 (2013)
  48. 박현희, "The Influence of LOHAS Consumption Tendency and Perceived Consumer Effectiveness on Trust and Purchase Intention Regarding Upcycling Fashion Goods", InternationalJournalofHumanEcology, 16(1), pp.37~47 (2015), 대한가정학회
  49. Park, H. J., "Exploring Attitude–Behavior Gap in Sustainable Consumption : Comparison of Recycled and Upcycled Fashion Products", Journal of Business Research, 117, pp.623~628 (2020)
  50. Pilz, R., "Thornton Kay, Salvo in Germany", ~ (1994)
  51. Roberts, J. A., "Exploring the Subtle Relationships Between Environmental Concern and Ecologically Conscious Consumer Behavior", Journal of Business Research, 40(1), pp.79~89 (1997)
  52. Robertson, T. S., "Competitive Effects on Technology Diffusion", Journal of Marketing, 50(3), pp.1~12 (1986)
  53. Roy, D., "Barriers to Recycling Plastics from the Perspectives of Industry Stakeholders : A Qualitative Study", Journal of Integrative Environmental Sciences, 20(1), pp.2190379~ (2023)
  54. Rubera, G., "Incorporating Cultural Values for Understanding the Influence of Perceived Product Creativity on Intention to Buy : An Examination in Italy and the US", Journal of International Business Studies, 42, pp.459~476 (2011)
  55. Sdrolia, E., "A Comprehensive Review for Green Product Term : From Definition to Evaluation", Journal of Economic Surveys, 33(1), pp.150~178 (2019)
  56. Shrout, P. E., "Mediation in Experimental and Nonexperimental Studies : New Procedures and Recommendations", Psychological Methods, 7(4), pp.422~445 (2022)
  57. Suter, T. A., "Maximizing Earnings and Price Fairness Perceptions in Online Consumer-to-Consumer Auctions", Journal of Retailing, 81(4), pp.307~317 (2005)
  58. Truong, Y., "Consumer Response to Product Form in Technology-Based Industries", Journal of Product Innovation Management, 31(4), pp.867~876 (2014)
  59. Vander Vennen, R., "Beyond Charity? Insights on the Upcycle Kitchen: A Food Rescue Work Integration Social Enterprise in Guelph, On", Journal of Social Entrepreneurship (2023)
  60. Wilson, M., "When Creative Consumers Go Green : Understanding Consumer Upcycling", Journal of Product and Brand Management, 25(4), pp.394~399 (2016)
  61. Xia, L., "The Price is Unfair! A Conceptual Framework of Price Fairness Perceptions", Journal of Marketing, 68(4), pp.1~15 (2004)
  62. Xu, Y., "Second-Hand Clothing Consumption : A Cross-Cultural Comparison Between A Merican and C Hinese Young Consumers", International Journal of Consumer Studies, 38(6), pp.670~677 (2014)
  63. Yu, S., "The Effects of Consumers’ Perceived Values on Intention to Purchase Upcycled Products", Sustainability, 11(4), pp.1034~ (2019)
  64. Zeithaml, V. A., "Consumer Perceptions of Price, Quality, and Value : A Means-End Model and Synthesis of Evidence", Journal of Marketing, 52(3), pp.2~22 (1988)
  65. Zeithaml, V. A., "The Behavioral Consequences of Service Quality", Journal of Marketing, 60(2), pp.31~46 (1996)
  66. Zimmer, M. R., "Green Issues : Dimensions of Environmental Concern", Journal of Business Research, 30(1), pp.63~74 (1994)

관련 논문AI추천

지각된 원재료 오염도가 업사이클링 제품 구매의도에 미치는 효과: 가격 공정성과 친환경성의 매개 효과를 중심으로김은호, 신하정, 조단비한국소비자·광고심리학회 · 한국심리학회지: 소비자·광고2024 · 제25권 제2호업사이클링 vs. 리사이클링: 친환경 제품유형, 자아해석, 자기표현적 단서가 소비자들의 구매의도에 미치는 영향안윤정, 이지은한국소비자학회 · 소비자학연구2020 · 제31권 제3호업사이클링 제품과 소비자들의 가격 정보 처리: 자기조절초점과 브랜드 신뢰의 역할을 중심으로김건, 김태곤, 박성민, 유동호한국전략마케팅학회 · 마케팅논집(Journal of Marketing Studies)2023 · 제31권 제4호업사이클링 패션 제품에 대한 지각차원이 구매의도에 미치는 영향: 윤리적 소비태도의 조절효과김종선, 김하연복식문화학회 · 복식문화연구2018 · 제26권 제6호업사이클링 패션제품에 대한 지각된 소비가치, 환경친화적 신념, 태도, 온라인구전의도 및 구매의도에 관한 연구강미, 고은주, 유지혜, 전은하한국의류산업학회 · 한국의류산업학회지2018 · 제20권 제2호제품 배치가 업사이클링 제품 구매의도에 미치는 효과: 지각된 공정성과 성별을 중심으로김은호, 조단비한국소비자·광고심리학회 · 한국심리학회지: 소비자·광고2025 · 제26권 제1호

이 간행물의 다른 논문 (12건)

Enhancing User Engagement on Brand Fan Pages: An Analysis of Facebook Posts주경희, Yuan Yiyuepp. 1-7항공사 비상구좌석 유료화에 대한 가격공정성 지각김유경pp. 9-16선물하기 플랫폼에서 판매 순위와 상품평의 역할이동일, 김새롬pp. 17-28농촌형 시티투어 개별관광객과 단체관광객의 방문동기 비교분석: 진주 지수면 부자마을 방문객을 중심으로강덕제, 백성우pp. 29-37테마파크 방문객의 혼잡지각이 감정, 만족에 미치는 영향: 관광위험지각의 조절효과를 중심으로임명재pp. 39-45
원문 보기