녹색구매행동과 영향변수와의 구조적 관계에 관한 연구
Structural Relationship between Consumer's Green Purchasing Behavior and Influences
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초록
본 연구는 소비자들의 녹색구매행동에 미치는 영향변수들을 밝혀내고 그들 변수들 간의 구조적 관계를 규명하는데 목적을 두고 있다. 환경 친화적인 제품을 취급하는 기업의 입장에서는 녹색제품의 소비도 중요하지만 녹색구매가 보다 더 중요하다. 따라서 녹색제품에 대한 구매가 어떻게 이루어지는 지에 대한 명확한 규명이 이루어져야 한다. 이러한 목적을 달성하기 위하여 선행연구에 의한 이론적 배경을 통해 녹색구매행동에 미치는 영향변수들을 구매의사결정과정 속에서 찾아내고 이들 간의 관계를 구조방정식을 통해 규명하고자 하였다. 이론적인 연구를 통해 녹색구매행동에 미치는 영향변수는 환경의식, 지각된 환경의무감, 준거집단의 영향, 기업의 녹색이미지, 그리고 환경태도인 것으로 나타났다. 이들 변수들 간의 인과관계를 중심으로 연구모형을 설정하고 가설을 수립하였다. 수립된 가설을 실증적으로 검증하기 위하여 설문조사를 실시하였다. AMOS를 이용한 구조방정식 분석결과 대부분의 적합도지수가 양호하였으며 환경의식, 준거집단의 영향은 환경태도에 정의 영향을 미치는 것으로 나타났고, 지각된 환경의무감이 환경태도에 미치는 영향정도는 통계적으로 유의적이지 않은 것으로 나타났다. 기업의 녹색이미지는 녹색구매행동에 정의 영향을 미치는 것으로 나타났다. 그리고 환경태도는 녹색구매행동에 유의적인 정의 영향을 미치는 것으로 나타났다. 연구결과의 시사점으로 정보제시형 광고를 사용하여 녹색제품과 그렇지 않은 제품과의 비교를 통해 얻을 수 있는 이익과 손실을 제시하여 녹색제품구매를 촉진할 수 있을 것이다. 마지막으로 논문의 한계점과 미래연구방향을 제시하였다.
Abstract
This study aims to examine the relationship between consumer's green purchasing behavior and its influences. It is more important for eco-friendly firm to make consumers purchase green products not consuming. So we must study how they purchase green products. Based on theoretical background, we found out antecedents to green purchase according to green purchase decision making. The influences are environmental awareness, perceived environmental responsibility, reference group, corporate green image, and environmental attitude and also made hypotheses based on their causal relationship. To test their relationship we used structural equation model with AMOS 10.0. The results of overall model analysis are satisfied to goodness-of-fir-indices of structural equation model. The results of analysis are as follows; first, environmental awareness directly influenced positively to environmental attitude. Reference group also influenced positively to environmental attitude. Corporate green image directly influenced positively to green purchasing behavior. Lastly environmental attitude influences positively to green purchasing behavior. But perceived environmental responsibility did not influence significantly to environmental attitude. We proposed some implications and green marketing strategies for green business. To use informational appeal that compares with green products and not green products consumers know profit and loss of green products. Finally described limitations and future research direction.
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