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확장된 계획행동이론(ETPB)을 적용한 친환경제품의 프리미엄가격 지불의도에 관한 연구: 기업의 사회적 책임과 품질 지각의조절효과를 중심으로

A Study on the Intention to Pay Premium Price of Eco-Friendly Products Based on the Extended Theory of Planned Behavior(ETPB): Focused on Moderating Effects of Corporate Social Responsibility and Product Quality Perception

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키워드

주제분류경영학

초록

본 연구는 계획행동이론(TPB)을 확장하여 윤리적 소비의식을 포함하면 친환경 제품 구매행동에 대한 보다 향상된 이론적 설명력을 가질 것이라는 논지에 근거하여 시작하였다. 더불어 본 연구에서는 소비자의 친환경 제품의 구매행동을 설명할 수 있는 조절 변수로써 친환경 기업의 사회적 책임과 친환경 제품의 품질 지각을 설정하여 연구를 실행하였다. 본 연구 가설 검증결과는 친환경 제품에 대한 태도, 윤리적 소비의식은 친환경 제품 프리미엄 가격 지불의도에 모두 정(+)의 영향을 미쳤다. 친환경 기업의 사회적 책임은 친환경 제품에 대한 태도, 친환경 제품에 대한 주관적 규범과 프리미엄 가격 지불의도간의 관계를 조절하였으며 윤리적 소비의식과 프리미엄 가격 지불의도간의 관계를 부분적으로 조절하였다. 친환경 제품에 대한 품질 지각은 친환경 제품에 대한 태도, 친환경 제품에 대한 주관적 규범과 프리미엄 가격 지불의도간의 관계를 조절하였으며 윤리적 소비의식과 프리미엄 가격 지불의도간의 관계를 부분적으로 조절했다. 소비자가 친환경 제품 프리미엄 가격 지불의도에 대한 실증분석 결과는 친환경 제품을 생산하는 기업의 전략과 캠페인을 효율적으로 관리하는데 있어 유용한 실무적 시사점을 제공할 뿐만 아니라, 소비자가 친환경 제품을 구매를 유도하는 과정에서도 효과적인 전략적 방안을 제시한다는 의의가 있다.

Abstract

This study based on the prior literature, this research conducted utilized Theory of Planned Behavior(TPB) and aimes to examine the factors affecting the purchase of an eco-friendly product. In addition, this study adopted two moderating variables: the social responsibility of environment-friendly companies and the quality perception of environment-friendly products. Hypothesis test results show that attitude toward eco-friendly products and ethical consumption consciousness have a positive impact on eco-friendly product premium price intention. The social responsibility of environment-friendly companies moderate the attitudes of eco-friendly products, the subjective norm of eco-friendly products, and the intention to pay premium price, and partially moderate the ethical consumption consciousness and Intention to pay premium price of eco-friendly. The quality perception of eco-friendly products moderate the attitudes of eco-friendly products, the subjective norm of eco-friendly products, and the intention to pay premium price, and can partially moderate the ethical consumption consciousness and Intention to pay premium price of eco-friendly. Empirical analysis of consumers' intention to pay premium price of eco - friendly products can help marketers to effectively manage strategies and campaigns of companies that produce eco - friendly products. In addition, it is meaningful that this study result may be useful in developing measures that can be implemented more efficiently in the process of purchasing environmentally friendly products.

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