지속가능소비가 유다이모닉 웰빙에 미치는 영향: 심리적 욕구충족, 재무적 웰빙, 소비자 권한부여의 다중매개효과와 녹색 자아이미지의 조절효과

Abstract

This study aims to empirically examine the causal relationship between sustainable consumption and eudaimonic well-being, as well as the indirect effects of related variables. Despite the importance of the topic of sustainable consumption and well-being, empirical research is lacking, and the measurement of variables and indirect influencing factors have not been sufficiently explored. Focusing on these aspects, the study recognized the need for more in- depth research. Sustainable consumption was measured using a scale developed in prior research that expanded sustainable consumption to include not only environmental but also social and economic domains, while well-being was assessed with a focus on eudaimonic well-being. Data were collected from 505 valid consumer responses through an online survey using a national quota sampling method. Analyses were conducted using SPSS and the PROCESS macro statistical program. The findings are summarized as follows. First, as a result of hierarchical regression analysis, the variables with the highest relative influence on eudaimonic well-being were, in order: psychological need satisfaction of relatedness, economic sustainable consumption, psychological need satisfaction of autonomy and competence, and financial well-being. Second, the multiple mediating effects in the relationship between each sustainable consumption dimension and eudaimonic well-being were analyzed. The direct effects of each sustainable consumption dimension on well-being were significant. Regarding indirect effects, the mediating effects of psychological need satisfaction of autonomy, competence, and relatedness, as well as financial well-being, were significant in the relationships between both environmental and economic sustainable consumption and well-being, while consumer empowerment showed no mediating effect. For social sustainable consumption, mediating effects were significant for all mediating variables. Third, green self-image enhanced the impact of environmental and social sustainable consumption on eudaimonic well-being, confirming the moderating effect of green self-image. This study holds academic significance as it attempts to verify not only the direct relationship but also the indirect relationships—specifically the mediating and moderating effects—that had not been studied in detail before. Pursuing sustainable consumption and lifestyle can be seen as shifting life’s focus from consumption to intrinsic values, providing a pathway to eudaimonic well-being—that is, a more meaningful and fulfilling life. Based on the findings, the study provides suggestions for government, businesses, consumers, and consumer culture to support sustainable consumption.