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윤리적 채식주의 소비자의 채식소비 경험에 관한 질적연구: 근거이론 방법의 적용

Qualitative Research on the Experience of Vegetarian Consumption of Ethical Vegetarian Consumers: A Grounded Theory Approach

박미혜
한국소비자학회 (Korean Society Of Consumer Studies)|2023.10|소비자학연구 (Journal of Consumer Studies)|제34권 제5호|pp. 157-188|DOI http://dx.doi.org/10.35736/JCS.34.5.8

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참고문헌

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근거이론방법paradigm modelgrounded theory approach패러다임모형윤리적 채식채식주의 소비자채식소비 경험ethical vegetarianvegetarian consumerexperience of vegetarian consumption
주제분류경제학

초록

본 연구는 지속가능한 소비자 식단으로 볼 수 있는 환경과 동물권의 윤리적 측면에서 채식을 하는 소비자의 채식소비 경험을 근거이론 방법을 통해 파악하였다. 참여대상은 현재 윤리적 채식을 하는 한국의 성인소비자로서 20대에서 50대의 15명이 최종 표집되었고, 이론적 표집과 개별 면담방식으로 자료를 수집하였다. 분석은 개방코딩 과정을통해 개념을 도출하고 개념을 하위범주와 상위범주로 범주화하였다. 축코딩과 선택코딩에서는 인과적 조건, 맥락적조건, 중심현상, 중재적 조건, 작용/상호작용 조건, 결과를 밝히고 그 과정을 패러다임화하여 근거이론을 제시하였다. 분석결과 패러다임 모형의 과정은 중심현상에 영향을 주는 인과적 조건으로 ‘인식의 티핑포인트’, 맥락적 조건으로‘TPO적 계기’, ‘채식트렌드’의 범주를 도출하였다. 중심현상은 ‘윤리적 채식소비’의 범주로 분석하였다. 채식실천 이후의 과정으로 중재적 조건은 ‘채식을 강화함’, ‘스트레스를 느낌’, 작용/상호작용 전략은 ‘주도적이 됨’, ‘심리적 갈등에대처’의 범주를 도출하였다. 일련의 선행요소의 과정을 거친 결과요소로서 ‘채식주의자 정체성’, ‘삶의 만족감’, ‘채식너머의 지향점’의 범주가 나타났다. 윤리적 채식소비 경험의 핵심범주는 ‘인식에서 촉발되어 실천의 갈등과 행복을 느끼며 생활양식의 변화를 형성함’으로 규정하였다. 다음으로, 하위범주의 연관성 정도를 비교하여 윤리적 채식주의 소비자의 유형을 개인적 실천형, 문화생산과 전파형, 활동가형, 자급지향형의 4가지로 분류하였다. 결론적으로 윤리적채식주의자가 되는 선택은 삶에서 많은 것들을 바꾸는 전환점이 되는 중요한 ‘인생 프로젝트’라고 볼 수 있다. 분석결과에 대한 논의와 결론을 통해 관련된 주체 및 사회문화적 측면에서 몇 가지 제언을 하였다. 본 연구는 미래의 연구에 토대를 제공하고 소비자들의 지속가능한 식소비 패턴을 위한 인식과 행동을 고무하는데 일조할 수 있을 것이다.

Abstract

This study explored the experience of vegetarian consumption among ethical vegetarians who were motivated by animal rights and environmental sustainability, by using grounded theory methods. Fifteen Korean adult vegetarians were recruited for this study, aged from their twenties to their fifties with data having been collected through theoretical sampling and individual interviews. Data was analyzed through open coding to identify concepts which were then categorized into subcategories and the upper categories. Causal condition, contextual condition, main phenomenon, intervening condition, action/interaction strategy, and consequence were identified through axial coding, and selective coding. As the result of the analysis, the paradigm model of the process was shown. The causal condition affecting the central phenomenon was categorized as the “tipping point of awareness”. The contextual conditions were categorized as “TPO-related triggers” and “vegetarian trends”. The main phenomenon was analyzed as “ethical vegetarian consumption”. The intervening conditions after vegetarian practice were categorized as “strengthening vegetarianism” and “feeling stress”. The action/interaction strategies were extracted as “becoming proactive” and “coping with psychological conflict”. The consequences were categorized as “vegetarian identity”, “life satisfaction” and “the aim of going beyond vegetarianism”. The core category was defined as follows: “Triggered from awareness, feeling the conflicts and happiness of practice, it shapes a change in lifestyle.” The four types of ethical vegetarian consumers were then classified as Personal PracticeOriented, Cultural Production and Dissemination-Oriented, Activist-Oriented, and Self-SufficientOriented, based on the degree of association between the subcategories. The conclusion of the study is that the choice to become an ethical vegetarian is an important “life project” as turning point that changes many things in life. The researcher offered some suggestions for the related stakeholders, and for the socio-cultural perspective. This study can provide a foundation for future research of vegetarian consumption and contribute to raising awareness and encouraging behavior for sustainable food consumption patterns among consumers.

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