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업사이클링 vs. 리사이클링: 친환경 제품유형, 자아해석, 자기표현적 단서가 소비자들의 구매의도에 미치는 영향

Upcycling vs. Recycling: The Impact of Eco-Friendly Product Type, Self-Construal, Self-Expressive Cues on Consumers’ Purchase Intentions

이지은|안윤정
한국소비자학회 (Korean Society Of Consumer Studies)|2020.06|소비자학연구 (Journal of Consumer Studies)|제31권 제3호|pp. 117-143|DOI http://dx.doi.org/10.35736/JCS.31.3.6

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참고문헌

키워드

구매의도self-construalperceived benefits지각된 혜택자아해석업사이클링 제품친환경 제품purchase intentions리사이클링 제품자기표현적 단서지각된 금전적 희생eco-friendly productsupcycled productsrecycled productsself-expressive cuesperceived monetary sacrifice
주제분류경제학

초록

환경보호에 대한 사회적 요구의 증가와 기업의 지속적인 노력의 결과 친환경 제품은 다양한 형태로 변화하고 있다. 최근에는 제품을 단순히 재활용하는 리사이클링 제품에서 나아가 제품에 더 많은 가치를 부여하는 업사이클링 제품 이 소비자들의 관심을 끌고 있다. 하지만 업사이클링 제품에 대한 기업의 실무적 노력이 증가하고 있음에도 불구하 고 이에 대한 학문적 관심은 다소 미흡한 편이었다. 특히, 업사이클링 제품이 리사이클링 제품에 비해 소비자들의 긍정적 반응 뿐 아니라 부정적 반응을 불러올 수 있음에도 불구하고 선행연구들은 긍정적 측면에만 관심을 가지고 있었다는 한계점이 있었다. 이에 본 연구는 업사이클링 제품에 대한 소비자들의 상반된 인식을 혜택과 금전적 희생 을 중심으로 살펴보았으며, 이에 대해 소비자들의 자아해석과 자기표현적 단서가 어떤 영향을 주는지 조사하였다. 제품유형과 자아해석에 따른 소비자 반응의 차이를 살펴본 실험 1의 결과, 독립적 자아해석의 소비자들은 리사이 클링 제품보다 업사이클링 제품에서 더 많은 혜택을 지각하여 더 긍정적인 구매의도를 갖는 것으로 나타났다. 반면, 상호의존적 자아해석의 소비자들은 리사이클링 제품보다 업사이클링 제품에서 더 많은 금전적 희생을 지각하여 더 부정적인 구매의도를 갖게 되는 것으로 나타났다. 하지만 실험 2의 결과, 자기표현적 단서가 제시되었을 경우 친환 경 제품유형과 자아해석의 상호작용 효과는 사라지는 것으로 나타났다. 자기표현적 단서가 제시되었을 경우 독립적 및 상호의존적 자아해석의 소비자들 모두 친환경 제품에 대한 긍정적인 구매의도를 갖게 되는 것으로 나타났다. 본 연구의 결과를 바탕으로 학문적 시사점과 실무적 시사점, 그리고 향후 연구방안에 대해 논의하였다.

Abstract

As a result of increasing social demands for environmental protection and continuous efforts by companies, eco-friendly products are changing in various forms. Upcycled products that add more value to products, not just recycled products that simply reuse products, have recently attracted consumer attention. However, despite the increasing practical efforts of companies on upcycled products, there is a lack of academic interests. In particular, despite the fact that upcycled products can bring not only positive responses but also negative responses from consumers compared to recycled products, there were limitations that prior studies focused only on the positive aspects. In this regard, this study examines consumers' conflicting perceptions of upcycled products, focusing on benefits and monetary sacrifice, and investigates the effects of consumers' self-interpretation and self-expression cues. As a result of Study 1, which examined the difference in consumer response by product type and self-construal, consumers with independent self-construal perceived more benefits and revealed more positive purchase intentions toward upcycled products than recycled products. On the other hand, those with interdependent self-construal perceived more monetary sacrifice and had more negative purchase intentions in upcycled products than in recycled products. However, Study 2 showed that there was no interaction effect between eco-friendly product type and self-construal when self-expressive cues are presented. In this case, both consumers with independent self-construal and consumers with interdependent self-construal have positive purchase intentions for eco-friendly products. Finally, we discuss the academic implications, practical implications, and future research directions.

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