소비자의 로하스 소비의식과 로하스 상품소비

Abstract

The lifestyles of people who pursue well-being, a state of pursuing the general health as well as happiness and giving values to the improved quality in an individual’s health and life, can be said to pursue healthy, happy, beautiful, and composed lives(Soo Min Park, 2006). This pursuance of a sound and healthy lifestyle created a sense of responsibility not only for individuals or family but also for the society as a whole, developing the new trend called LOHAS(Lifestyle of Health and Sustainability)(Yong Joo Kyun, Hung Kyu Gong, Kyang In Byun, 2006). At this point of time in which the significance of environment, sustainable consumption and economy are emphasized, the LOHAS is a necessary lifestyle that improves industrial development and consumers’ consciousness. The products that have become the targets of this concept of LOHAS have increased, varying from detergents, foodstuff to construction materials and clothes. The purposes of the study were to investigate the current status of the LOHAS consumption and to predict the future of the LOHAS consumption in Korea based on the analysis of the consumer’s consciousness of the LOHAS consumption and the consumption of the LOHAS products. A survey of 1,000 adult consumers living in Seoul and Kyung-ki area was conducted and correlation analysis, t-test, ANOVA, and regression analysis were applied for the data analysis. The major findings were as following. First, Korean consumers were aware of the LOHAS consumption and the average level of the consciousness of the LOHAS consumption was not quite high. The most influential variable on the level of the consciousness of LOHAS consumption was altruism and the effects of the socio-demographic variables were not significant controlling consumer’s level of altruism. Since the level of altruism was modest, it was not predicted that the LOHAS consumption were actively progressed in the future. Second, the most widely used LOHAS product was energy saving electronic appliances and the consumption levels of the natural and healthy food, natural soaps and detergents were relatively high, of which the product markets have been expanded due to the well-being consumption trend. The LOHAS consumption levels of the cosmetics, and clothes, alternative medical care, alternative transportation, and recycled products were low, because these are still in the stage of introduction yet and customers lack recognition of the products. On the other hand the use of eco-tour, mind-body harmony program, preventive health care were found to be spread widely, but the investment on socially responsible investing and the use of natural energy were rarely found. Third, the level of consumption of the LOHAS products was significantly associated with socio-demographic variables, health condition variables, and the level of consciousness of the LOHAS consumption. The most influential variable was the level of consciousness of the LOHAS consumption, then sex, age. The level of consciousness of LOHAS was higher, older, men had a higher level of consumption of LOHAS products. The research shows that consciousness of the LOHAS is the most important variable. People of higher education and altruism turned out to have higher rates of consciousness. Through this, in order to spread the LOHAS, efforts to increase the interests and awareness of the LOHAS based on the customers’ altruism need to be made. The LOHAS has to accept the high cost and inconvenience of consumption behaviors. It also involves aspects that do not fit with values such as convenience, immediacy, fun, all of which pursued by these day’s markets. Because consciousness of the LOHAS consumption has its roots on altruistic consumption that focuses on the responsibility of a society as well as environment rather than the egoistic consumption, altruism should be developed to become a public resource that can support our future society although it exists in the personal area. Based on the results, the implications for the progress of the LOHAS consumption were suggested.. First, various LOHAS products were needed to be developed and marketed by the enterprises, and the public policies to support these enterprises’ activities were necessary. The LOHAS consumption has been partially implemented in the energy-saving electronic products as well as foods which were easy to choose for customers and is still in the stage of introduction in other parts of consumptions. In order to spread the LOHAS consumption, not only the customers’ transition in consciousness but also the various supply of LOHAS products in markets is important. Enterprises need to develop various LOHAS products that are accessible to customers and the government should announce a new policy that supports this. Thus, there needs to be efforts in both the consumptive and productive aspects. Differentiated products that arouse voluntary needs from customers and active publicity activities are needed to develop the LOHAS consumption. Second, the most important thing was to make consumers aware of the importance of the LOHAS consumption despite its inconvenience and high-price. As eco-friendly products and well-being, the LOHAS has the possibility to develop into a new, upgraded trend by coinciding to sustainable lifestyles that promote ethical consumption. A transition in consciousness to practice the LOHAS is required in such a rapidly changing society. There needs to be more detailed studies on LOHAS consumption as well.