그린제품의 가시적 및 비가시적 속성이 환경 효과성 지각과 제품 태도 형성에 미치는 영향: 제품 편익과 환경가치지향성의 조절효과를 중심으로
Effects of Visible and Invisible attributes of Green Products on the Consumers' Perceived Environmental Effectiveness and Product Attitudes
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초록
환경적인 책임을 실천하고자 하는 기업의 제품을 선호하는 소비자들이 증가하고 있다. 그러나 기업들이 환경복원에 기여할 수 있는 그린제품의 특성을 제품 설계 및 마케팅에 적용하는 정도는 아직 미비한 수준이라고 할 수 있다. 본 연구에서는 그린제품의 가시적 및 비가시적 속성이 구매행동의 환경 효과성 지각 및 제품태도 형성에 미치는 영향을 알아보고, 제품이 제공하는 편익에 따른 차이와 소비자마다 지향하는 환경가치의 차이를 고려하여 이러한 요소들의 조절적인 역할을 분석하였다.
Abstract
This study examines effects of various characteristics of green products including product attributes, benefits of green products, and consumers' environmental value orientations both on the perceived environmental effectiveness toward the green products and on product attitudes of consumers. Specifically, the authors focus on the moderating effects of benefits of green products as well as consumers' environmental value orientations on the relative importance of visible attributes vs. invisible attributes when consumers evaluate the products. We conducted a 2 (visible attributes, invisibility attributes) x 2 (symbolic products, utilitarian products) factorial experiment with 85 participants in each cell. Consumer groups were divided by environmental value orientations measured by three value-based environmental concerns termed egoistic, social-altruistic, and biospheric as well as by the level of environmental concerns labeled high-level and low-level of environmental value orientation. For symbolic products, the interaction showed that participants provided with the information of visible attributes evaluated the green product more favorably than did those in the invisible attributes treatments. For utilitarian products and consumers with biospheric environmental value orientation or high-level of environmental concerns, impacts of invisible attributes surpassed those of visible attributes. This results offer academical and managerial insights for applied research on encouraging consumers' proenvironmental behavior.
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