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친환경 소비에 물질주의와 친환경 가치 인식이 미치는 영향: 소비자 혁신성의 조절 효과

Impact of Materialism and Green Value Perception on Green Consumption: Moderating Effect of Consumer Innovativeness

김나민|이희정
한국소비자학회 (Korean Society Of Consumer Studies)|2024.04|소비자학연구 (Journal of Consumer Studies)|제35권 제2호|pp. 27-53|DOI http://dx.doi.org/10.35736/JCS.35.2.2

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참고문헌

키워드

소비자 혁신성consumer innovativenessgreen consumption친환경소비축적형 물질주의존중형 물질주의친환경 가치accumulative materialismappreciative materialismgreen value
주제분류경제학

초록

친환경에 대한 관심이 높아지며 관련 경제규모가 증가하고 기업이 다양한 친환경 제품을 제공하고 있다. 그러나소비자들이 시장에서 접할 수 있는 친환경 제품이 증가하고 있음에도 불구하고 친환경 제품의 소비가 그 관심의 정도에 비해 활발하지 않은 실정이다. 본 연구는 이에 대한 적절한 설명을 위해 친환경 소비에 영향을 주는 요인을기존의 연구에서 다루어지지 않던 물질주의 측면에서 살펴보고자 한다. 물질주의와 친환경 소비가 상호 연관이 낮을 것이라는 기존 연구의 관점에서 물질주의를 두 가지의 구체적 개념으로 세분화하여 친환경 가치와의 연관성 및친환경 소비에의 영향력을 살펴보고자 하였다. 이를 위해 물질주의를 축적형 물질주의와 존중형 물질주의로 구분하여 개념화하고 네 가지 유형의 친환경 가치에 각기 다른 영향을 주는지 실증하였다. 또한 두 가지 유형의 물질주의가 친환경 소비에 영향을 미치는 과정에서 친환경 가치의 매개효과를 확인하고자 하였다. 나아가 본 연구에서는 소비자 혁신성이 물질주의와 연관성이 높다고 여기고 물질주의가 친환경 가치 인식에 영향을 주는 과정에서 소비자혁신성이 조절적 역할을 하는지 확인해보고자 하였다. 그 결과 첫째, 축적형 물질주의는 사회적, 기능적 가치에 긍정적 영향을 주며 존중형 물질주의는 조건적, 감정적 가치에 긍정적 영향을 주는 것으로 확인하였다. 이는 기존 물질주의가 친환경 가치인식과 연관이 낮거나 부정적 영향을 줄 수 있다는 관점을 변화시킬 수 있는 단서로 작용할수 있을 것이다. 둘째, 존중형 물질주의가 친환경 소비에 영향을 주는 과정에서 조건적, 감정적 가치의 매개효과를확인할 수 있었다. 셋째, 소비자 혁신성의 조절효과는 존중형 물질주의가 친환경 가치 가운데 조건적(+), 사회적(-) 가치에 미치는 영향을 조절하는 것으로 나타났다. 이와 같은 연구 결과를 바탕으로 친환경 소비의 촉진을 위해물질주의적 관점에서 소비자의 친환경 제품에 대한 구매욕구를 자극하는 전략이 필요함을 도출하는 등 향후 친환경제품에 대한 마케팅 전략에 의의를 가질 것으로 기대한다.

Abstract

As interest in eco-friendliness increases, the size of the related economy is expanded and companies provide a variety of eco-friendly products. Although the number of green products available to consumers has grown, the consumption of green products is not active compared to the level of interest. To provide an appropriate explanation, this study seeks to examine factors affecting green consumption from the perspective of materialism, which has not been covered in existing research. Different from the perspective of existing research that materialism and green consumption have a low correlation, we attempted to subdivide materialism into two specific concepts to examine its relationship with perceived green values and its influence on green consumption. For this purpose, materialism was divided into accumulative materialism and appreciative materialism, and hypotheses were developed to examine whether the four types of green values have different effects. In addition, we sought to confirm the mediating effect of perceived green values in the process in which two types of materialism affect green consumption. Furthermore, this study explored the effect of consumer innovativeness on materialism and attempted to determine whether consumer innovativeness plays a moderating role in the process of materialism influencing the perception of green values. Online survey was executed to test the hypotheses. Total 200 responses were gathered and used for the analysis. The results found that accumulative materialism has a positive effect on social and functional values, and appreciative materialism has a positive effect on conditional and emotional values. This could serve as a clue to change the perspective that existing materialism has little correlation with or can have a negative impact on the green value awareness. Second, the mediating effects of conditional and emotional values were confirmed in the process of appreciative materialism influencing green consumption. Third, the moderating effect of consumer innovativeness was found to moderate the impact of appreciative materialism on conditional (+) and social (-) values among the perceived green values. Based on these research results, it is expected that it will have significance in future marketing strategies for green products, including the need for a strategy to stimulate consumers' desire to purchase green products from a materialistic perspective in order to promote green consumption.

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