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소비자의 지속가능한 소비생활 경험에 관한 근거이론 연구

A Grounded Theory on Consumers’ Experiences of Sustainable Consumption

박미혜
한국소비자학회 (Korean Society Of Consumer Studies)|2017.06|소비자학연구 (Journal of Consumer Studies)|제28권 제3호|pp. 77-110|DOI http://dx.doi.org/10.35736/JCS.28.3.4

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키워드

질적연구근거이론qualitative researchgrounded theory지속가능한 소비sustainable consumption패러다임 모형paradigm model지속가능한 생활sustainable living
주제분류경제학

초록

본 연구의 목적은 지속가능한 소비생활 경험에 대해 광범위한 시각의 심층탐구를 하여 근거이론을 개발하고 이를 통해 소비자들의 지속가능한 소비양식과 소비문화에 대한 실현방안을 모색하는 것이다. 연구참여자는 서울과 경기도에 거주하는 지속가능한 소비생활을 하는 20대에서 50대까지의 소비자 21명으로서 개별 심층면접을 실시하였다. 본 연구는 질적연구인 근거이론 방법을 사용하여 소비자들의 지속가능한 소비 실천의 중심현상은 무엇이며 어떠한 인과적, 맥락적, 중재적 조건과 상호작용 전략 과정을 거쳐서 최종적인 결과에 이르렀는지를 분석하였다. 분석결과 지속가능한 소비생활의 패러다임 모형의 과정은 ‘지속가능성의 문제인식’, ‘건강과 안전에 대한 관심’이라는 인과적 조건에 의해 동기화되어 ‘개인의 환경’, ‘사회적인 이슈와 트랜드’라는 맥락적 조건을 통해 ‘지속가능한 구매와 후원’, ‘지속가능한 사용과 처분’, ‘비구매와 반소비’의 중심현상이 나타났다. 이러한 과정에서 ‘실천의 촉진노력’, ‘실천의 갈등요인’이라는 중재적 조건이 ‘네트워크와 관계활용’, ‘내적갈등에 대처’라는 작용/상호작용 전략의 대처에 영향을 주며 ‘삶의 한부분이 됨’, ‘더 큰 만족’, ‘의식과 실천의 진화’라는 결과로 이어지는 것으로 나타났다. 지속가능한 소비생활 경험과정의 핵심범주는 ‘지속가능성에 대한 문제인식에서 출발하여 다양한 여건과 계기, 활동과 대처전략을 통해 개인의 일상적 실천으로 정착되고 개인적 웰빙을 넘어 사회적 관점으로 확대됨’으로 규정하였다. 소비자유형은 소비생활 경험의 하위범주에 대한 연관성 정도를 비교하는 과정을 통해 ‘생태적 삶 지향형’, ‘건강과 안전추구형’, ‘자원절약형’, ‘트랜드 지향형’, ‘사회참여형’의 5가지 유형으로 분류하였다. 지속가능한 소비가 정착되기 위해서는 본 연구에서 밝힌 다양한 맥락적 요인을 강화하고 실천을 촉진하는 중재적 조건 및 상호작용전략을 활용할 수 있을 것이다. 더불어 지속가능한 사회로 가기 위한 정부의 정책과 기업문화가 뒷받침되어야 할 것이다. 본 연구의 결과를 토대로 정부, 기업, 소비자단체와 소비자 등에게 지속가능한 소비문화를 정착하기 위한 몇 가지 제언을 하였다.

Abstract

This study is intended to explore the experience of sustainable consumption and the contextual process. The purpose of this study is to develop a grounded theory through an intensive investigation into the experiences of sustainable consumption with a broader perspective, and to find ways to realize consumers' sustainable consumption style and consumer culture. Individual in-depth interviews were conducted with twenty-one consumers, ranging in age from the 20s to the 50s, who reside in Seoul and Gyeonggi-do. This study analyzed the main phenomenon in the practice of consumers' sustainable consumption by using the grounded theory method of qualitative research, and a final consequence reached through causal, contextual, intervening conditions and interactive strategy process. Open coding has categorized participants’ sustainable consumption experiences into similar concepts. Based on the data obtained through in-depth interviews, 248 concepts were extracted as a result of continuous questioning and comparative analysis, which were classified into 31 subcategories and 14 upper categories. Based on the results from open coding, we performed the axial coding process of combining the data in a new way by associating the subcategories. A paradigm model was constructed by structuring these categories in the order of causal condition, main phenomenon, contextual condition, intervening condition, action/interaction strategy, and consequence. As a result of analysis, sustainable consumption life is motivated by causal conditions of “recognizing sustainability issue”, “concern about health and safety”, and the main phenomenon of “sustainable purchasing and support”, “sustainable use and disposal”, “no buying and anti- consumption” showed through the contextual conditions such as “individual circumstances”, “social issues and trend” in the paradigm model of sustainable consumer life. In this process, the intervening conditions such as “making an effort to promote the practice”, “conflicting factor in practicing” affected the coping of action/interaction strategy such as “network and relationship utilization”, “coping with internal conflict”, and the consequence such as “becoming a part of life”, “more satisfaction”, “evolution of consciousness and practice” are showed. The core category and consumer types are classified through the selective coding, which is the final step of analysis of grounded theory. The core category in the synthesis of sustainable consumption was identified as expanding into social perspective beyond individual well-being, starting from the recognition of sustainability and settling into the practice of daily life through various conditions and motivation as well as activity and coping strategies. Consumer type was classified into five categories such as “ecological life oriented”, “seeking health and safety”, “saving resources”, “trend oriented”, and “participating in social issues” by comparing the strengths and weaknesses of the associations to the subcategories of consumer experiences. In conclusion, it can be seen that various phenomena and the conditions affecting such work together in the process of sustainable consumption. Consequential factors justified the practice of sustainable consumption, providing implications as to what conditions influence the practice of sustainable consumption. In order for the practice of sustainable consumption to be settled, we will need to reinforce various contextual factors, utilize the intervening conditions, and action/ interaction strategies which promote the practice. Considering both facilitating and mitigating factors, it is necessary to reflect on various education and policies and reduce the problems of the structural factors in addition to strengthening the promotion factors. Moreover, government policies and corporate culture should be backed up towards a sustainable society. Based on the results of this study, suggestions were made to government, business, consumer groups and consumers to promote sustainable consumption. This study is meaningful in that it scrutinizes sustainable consumption from a comprehensive and integrated perspective, different from the study on sustainable consumption that focused on the individual items or consumption factors such as purchase or disposal. It is also important to set up a theoretical foundation by constructing a paradigm model based on grounded theory analysis of consumers’ sustainable consumption practices, and develop guidelines for the practice through various factors that have a positive effect on the practice. The empirically grounded theory of sustainable consumption can supplement a theory and empirical data of consumer science as well as contribute to reinforcing academic contents. This study is expected to be a cornerstone for future research, and any limitations not clarified through this study are expected to resolve through subsequent study.

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