녹색소비정책의 소비자지향성 비교 평가 연구

Abstract

Just as that the more consumer-oriented the products companies provide the higher the consumers’ voluntary acceptance gets, so is that the higher the consumer-orientation of policy the higher the relevant policy raises people’s voluntary acceptance and can successfully attain the goal of the policy. In this study, I carried out an empirical analysis based on the evaluation index of the consumer orientation towards government policy. As a result of the empirical analysis, consumer orientation scores were drew as 52.19 points in eco mileage system, 50.02 points in CO2 cashbag, and 49.74 points in carbon mileage system. As a result of diagnosing each subsection reflecting a weighting on a 5-point scale, it was found that ‘diversity of consumer selection’ in the selection sector should be a priority of the present green consumption policy. Government should try to more diversify participation methods suitably for consumers’ situation and incentive selection. Further, it needs to be comprised of what the selecting objects or consumers truly want and need, through incentive. I also think this is the time to investigate consumer satisfaction and requirement of the present incentive. Next, it was found that an effort for ‘information durability’ in information sector is required. For this, there are ways of using homepage, smartphone and SNS. Finding and supporting good examples and utilizing these as contents of offering information are also one of the efficient methods. In safety sector, it was found that an effort of ‘whether or not the range of consumer damage is determined’ should be a priority, which requires a measure that includes consumer groups excluded from the relevant program and a measure that participating consumers can trust by concretely specifying the responsible subject of incentive payment and use through the relevant regulation. In the participation sector, as ‘the government’s interaction-typed suitability of consumers and companies’ was evaluated relatively insufficient, the government will have to set up a long-term and virtuous cyclic role model for securing consumer orientation and attaining goals of green consumption program.