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MZ세대의 가치가 식품 친환경 소비행동에 미치는 영향 - 가치-신념-규범 이론Value-Belief-Norm Theory)을 적용하여 -

A Study on the Impact of Value, Belief and Personal Norm on Pro-Environmental Behavior among the MZ Generation Food Consumers using VBN Theory

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주제분류관광학

초록

With the increasing awareness of the seriousness of global environmental damage, the practice of pro-environmental behavior is considered more necessary than ever. The purpose of this study was to provide a comprehensive understanding of the formation of MZ generation's pro-environmental behavior by merging value-belief-norm theory. MZ generation are an interesting and novel population as they are considered more conscious socially, culturally and environmentally than previous generations. Results of the structural analysis from of a sample of Korean MZ generation show that egoistic value and biospheric value facilitates their belief, personal norm and pro-environmental behaviors. Based on the findings, theoretical and practical implications of this investigation are discussed.

Abstract

With the increasing awareness of the seriousness of global environmental damage, the practice of pro-environmental behavior is considered more necessary than ever. The purpose of this study was to provide a comprehensive understanding of the formation of MZ generation's pro-environmental behavior by merging value-belief-norm theory. MZ generation are an interesting and novel population as they are considered more conscious socially, culturally and environmentally than previous generations. Results of the structural analysis from of a sample of Korean MZ generation show that egoistic value and biospheric value facilitates their belief, personal norm and pro-environmental behaviors. Based on the findings, theoretical and practical implications of this investigation are discussed.

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