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소비자의 지속적인 친환경소비행동을 어떻게 이끌어 낼 수 있는가?

A Study on Promotion of Sustainable Environment-friendly Consumption Behavior of Consumers

엄성원|서문식|손은지
한국소비자학회 (Korean Society Of Consumer Studies)|2017.04|소비자학연구 (Journal of Consumer Studies)|제28권 제2호|pp. 65-93|DOI http://dx.doi.org/10.35736/JCS.28.2.4

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참고문헌

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continuity환경가치PMIenvironmental value친환경소비행동지속성 구매행동Environment-friendly consumption behaviorsustainable purchase behavior
주제분류경제학

초록

소비자들이 소비활동을 하는 과정에서 환경의 중요성을 인식하기 시작했다는 것은 소비자가 친환경소비행동의 중요성을 인식했음을 의미한다. 이는 이미 많은 연구에서는 소비자의 환경에 대한 고려나 환경가치에 대한 인식이 중요한 요인임을 언급하였다(Carrington et al., 2014; Luchs et al., 2010). 최근에는 지구온난화, 식량과 물 부족, 에너지 고갈 등 환경문제가 전 지구적 화두이자 핵심과제로 떠오르고 있다(세계리더스보전 포럼, 2015). 이렇듯 환경에 대한 중요성이 점점 강조되면서 소비자들의 친환경소비행동에 대한 관심이 높아지고 있다. 하지만 소비자가 인식하는 환경에 대한 가치 혹은 중요성이 반드시 소비자로 하여금 친환경소비행동을 하게 만드는 것은 아니다. 본 연구에서는 앞에서 언급된 내용에 주목하여, 소비자들이 환경에 대해 느끼는 가치만큼 친환경소비행동으로 이어질 수 있도록 하는 중요한 신념에 대해 밝혀보았다. 본 연구에서 언급되고 있는 중요한 신념으로는 기존의 많은 연구에서 다루어졌던 PCE(Perceived Consumer Effectiveness ; 이하 PCE)에 대해 우선적으로 검증을 하고, 이후 소비자 친환경행동에서 핵심적으로 다루고 있는 PMI(Perceived Marketplace Influence ; 이하 PMI)에 대한 검증을 실시하였다. 이는 소비자들이 일반적인 소비행동을 보다 친환경 소비행동으로 이끌어 내는 중요한 역할을 하는 신념임을 밝혔다. 연구 결과를 요약하면, 소비자가 느끼는 환경에 대한 가치를 2가지로 구분하여 친환경소비행동에 미치는 영향에 대해 검증한 결과 환경관심, 건강관심은 PCE에 정(+)의 영향을 미쳤으며, 환경관심, 환경지식, 건강관심, 혁신성, 집단중심성은 PMI에 정(+)의 영향을 미치는 것으로 밝혀졌다. 그리고 본 연구의 핵심인 환경가치가 친환경소비행동으로 이어질 수 있도록 하는 신념 PMI에 대한 매개효과 검증결과 PMI가 중요한 매개적인 역할을 하는 것으로 나타났으며 마지막으로 조절회귀분석을 통해 환경가치와 PMI사이에 자기결정성이 중요한 조절적인 역할을 한다는 것을 통계적으로 검증하였다.

Abstract

The fact that consumers have begun to recognize the importance of the enviroment in consumers consumption process means that consumers have realized the importance of environment –friendly consumption behavior. in addition many studies have already mentioned that consumers’ environmental considerations and perception of environmental values are important factors(Carrington et al., 2014; Luchs et al., 2010). Environmental problems, such as global warming, food and water shortage, energy depletion, etc., have come to the fore as a global issue and key challenge(World Leaders Preservation Forum, 2015). As the importance of environment is increasingly emphasized, consumers are increasingly interested in environment friendly consumption behavior. However, the value or importance perceived by consumers towards environment does not necessarily lead consumers to be involved in eco-friendly consumption behaviors. This study examined important beliefs leading to consumers' eco-friendly consumption behaviors of which extent would be proportional to the value that they perceive towards environment with a focus on matters mentioned before. Specifically, we primarily validated Perceived Consumer Effectiveness(hereinafter referred to as “PCE”) which has been dealt with in many studies in connection with important belief mentioned in this study, and furthermore, verified Perceived Marketplace Influence(“PMI”) which was examined in this study intensively. That would clearly be the belief playing an important role in turning ordinary consumption behaviors of consumers into more eco-friendly consumption behaviors. In summary, this study classified the environment perceived by consumers into two different types. The verification of effect on environment-friendly consumption behavior showed that environment interest and health interest had a positive influence on PCE while environment interest, environment knowledge, health interest, innovativeness, and group-orientedness had a positive effect on PMI. Moreover, it turned out that PMI played important mediating role in connection with the medicating effect on belief PMI so as to allow environment value, the key focus of this study, to lead to environment-friendly consumption behavior. Finally, It is statistically verified by regression analysis that self-determination plays an important moderating role between environmental value and PMI.

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