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온라인 식품 소비자의 환경 관심과 물질주의가 친환경 행동에 미치는 영향 - VBN 이론을 중심으로 -

The Impact of Online Food Consumers’ Environmental Concerns and Materialism on Eco-Friendly Behavior - Focused on the Theory of VBN -

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주제분류관광학

초록

The purpose of this study is to empirically analyze the relationship between online food consumers' interest in the environment and materialism, focusing on the value-belief-norm theory that has been applied in various ways to investigate environmentally friendly behavior and has been effectively proven in identifying environmentally friendly behavior. In order to understand the impact of online food consumers' environmental interest and materialism on eco-friendly behavior, consumers who purchase food online at least once a month were targeted. Adults over 20 years of age were targeted, and non-probability sampling was used. Descriptive statistical analysis, factor analysis, and structural equation models were used to test the hypothesis. The results are as follows. Environmental interest and materialism were found to have an effect on values, and value was found to have an effect on beliefs, norm, and norm affected eco-friendly behavior, but materialism did not affect eco-friendly behavior.

Abstract

The purpose of this study is to empirically analyze the relationship between online food consumers' interest in the environment and materialism, focusing on the value-belief-norm theory that has been applied in various ways to investigate environmentally friendly behavior and has been effectively proven in identifying environmentally friendly behavior. In order to understand the impact of online food consumers' environmental interest and materialism on eco-friendly behavior, consumers who purchase food online at least once a month were targeted. Adults over 20 years of age were targeted, and non-probability sampling was used. Descriptive statistical analysis, factor analysis, and structural equation models were used to test the hypothesis. The results are as follows. Environmental interest and materialism were found to have an effect on values, and value was found to have an effect on beliefs, norm, and norm affected eco-friendly behavior, but materialism did not affect eco-friendly behavior.

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