그린워싱 정보 인식에 따른 소비자의 구매행동의도
Consumers’ Purchase Behavior Intention after the Greenwashing Perception
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환경문제의 심각성이 대두되면서 기업은 친환경성을 강조하여 자사의 제품을 광고하고 있다. 그러나 그에 대한부작용으로 그린워싱 사례 또한 지속적으로 증가하고 있다. 이에 본 연구는 그린워싱 정보인식 전후의 소비자구매행동의도 변화 및 영향력을 알아보고자 하였다. 분석을 위해 그린워싱 정보를 전달 전후의 2단계로 나누어 설문조사를 실시하였으며, 분석 결과는 다음과 같다. 첫째, 그린워싱 정보를 접할 경우 소비자의 감정상태, 광고태도, 브랜드 태도, 구매의도가 모두 부적으로 강화되었다. 둘째, 그린마케팅을 인식할 경우 부정적 감정이 발생하여 소비자의 구매행동의도에 중요한 영향을 미치는 것으로 확인되었다. 셋째, 소비자는 친환경 제품 개발의 필요성을 느끼고있기는 하지만 실제로 친환경 제품을 구매․사용하는데 따르는 경제적 손실을 감수할 의사는 없는 것으로 나타났다. 넷째, 소비자는 친환경 기만광고의 경우 기존의 기만광고보다 더욱 비윤리적이라고 인식하는 것으로 조사되었다. 이에 따라 그린워싱으로부터 소비자를 보호하기 위해서는 각 시장주체별로 다음과 같은 노력이 요구된다. 첫째, 기업은 그린워싱을 자제하고 그린제품의 질적 수준을 향상시켜야 한다. 둘째, 정부는 그린워싱에 대한 적절한 규제를 마련해야 한다. 그리고 녹색정보 제공 시스템에 소비자가 쉽게 접근할 수 있도록 노력해야 한다. 마지막으로 소비자는스스로 그린워싱에 기만당하지 않도록 주체적 소비자능력을 함양해야 한다.
Abstract
As environmental issue have become one of the social problem, the company have started advertising their environment-friendly products. However, greenwashing is increasing in the side effects of the environment-friendly advertising. The primary purpose of this study is to investigate the difference of consumer behavior on greenwashing information perception. For this study, survey was conducted in two steps. Steps are separated whether respondents are informed of greenwashing or not. The results of this study could be summarized as followed:First, all that consumer’s emotional state, advertising attitude, brand attitude, purchase intention are strengthened negatively. Second, negative emotional state in green marketing have a significant effect on consumer behavior. Third, consumer found it necessary to develop environmental-friendly products but have no intention of taking the economic damage following eco-products purchasing and using. Forth, consumer perceived that greenwashing is more unethical than common deceptive advertisements. In conclusion, main agents of economic activity make effort to protect consumer from greenwashing as followed. Firstly, the company should refrain from greenwashing and improve eco-products quality. Secondly, some cure for greenwashing evils ought to come from thought-out governmental regulations of corporations. And the government should make effort to increase the accessibility of consumers to the green information support system. It could be recommended that TV programs for current events and education provide consumers with the proper information about the green products or environment-friendly products. They can try to place and mention the green certifications on their programs as like a PPL. It will help to raise consumers’ perception for green consumption and motivate them to get a mature sense of citizenship. Lastly, it is the most important that consumer should cultivate their power by themselves not to be deceived by greenwashing. Further more consumers need to be willing to pay more price for real environmental-friendly products. Protecting the environment needs an economic cost as well as human’s physical effort. So consumers must have an idea that environmentalfriendly consumption is necessary, not an option. If consumers would be willing to pay more at the environmental-friendly products, greenwashing should be diminished.
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