Understanding Green Purchase: The Influence of Collectivism, Personal Values and Environmental Attitudes, and the Moderating Effect of Perceived Consumer Effectiveness
1
조회
0
다운로드
6
인용
0
참고문헌
키워드
초록
This study investigates determinants of green buying behavior. Using structural equation modeling, the effects of collectivism, values and attitudes on ecological purchase and their hierarchical relationships are investigated. Furthermore, a moderated multiple regression is applied to test whether the link between attitude and behavior is enhanced by the degree of perceived consumer effectiveness (PCE). The results suggest that collectivism is important in predicting green purchase. The positive influence of collectivism on consumer greenness flows through selftranscendence values. However, PCE fails to moderate the strength of the relationship between environmental attitudes and green purchase behavior. Implications for public policy and marketing communication efforts are discussed.
Abstract
This study investigates determinants of green buying behavior. Using structural equation modeling, the effects of collectivism, values and attitudes on ecological purchase and their hierarchical relationships are investigated. Furthermore, a moderated multiple regression is applied to test whether the link between attitude and behavior is enhanced by the degree of perceived consumer effectiveness (PCE). The results suggest that collectivism is important in predicting green purchase. The positive influence of collectivism on consumer greenness flows through selftranscendence values. However, PCE fails to moderate the strength of the relationship between environmental attitudes and green purchase behavior. Implications for public policy and marketing communication efforts are discussed.
참고문헌 (87)
- Aaker, J, ""I"Seek Pleasures and"We"Avoid pains:The Role of Self-Regulatory Goals in Information Processing and Persuasion", Journal of Consumer Research, 28, pp.33~49 (2001)
- Aaker, J, "Emphathy versus Pride:The Influence of Emotional Appeals across Cultures", Journal of Consumer Research, 25(12), pp.241~261 (1998)
- Aiken, M, "Multiple Regression: Testing and Interpreting Interactions" (1991), Sage
- Anderson, W. T., Jr, "The Socially Conscious Consumer", Journal of Marketing, 36, pp.23~31 (1972)
- Anderson, J. C, "Structural Equation Modeling In Practice:A Revisited and Recommended Two-Step Approach", Psychological Bulletin, 103(5), pp.411~423 (1988)
- Green Cleaning, "Aspinall, D.", Home Economics and Technology, ~ (1993)
- Bagozzi, R. P., "Explaining Consumer Behavior and Consumer Action:From Fragmentation to Unity", Seoul Journal of Business, 12(2), pp.111~143 (2006)
- Bagozzi, R. P, "Consumer Recycling Goals and Their Effect on Decisions to Recycle:A Means-End Chain Analysis", Psychology & Marketing, 11(7), pp.313~340 (1994)
- Balderjahn, I., "Personality Variables and Environmental Attitudes as Predictors of Ecologically Responsible Consumption Patterns", Journal of Business Research, 17(8), pp.51~56 (1988)
- Berger, I. E, "Perceived Consumer Effectiveness and Faith in Others as Moderators of Environmentally Responsible Behaviors", Journal of Public Policy & Marketing, 11(fall), pp.79~89 (1992)
- Brown, I. Jr., "Learned Helplessness through Modeling: Self-efficacy and Social Comparison Processes, in Choice and Perceived Control" (1979), Lawrence Erlbaum Associates
- Chan, T. S., "Concerns for Environmental Issues and Consumer Purchase Preferences:A Two-Country study", Journal of International Consumer Marketing, 9, pp.43~55 (1996)
- Choi, J., "Outcome Favorability,Procedures,and Individualism-Collectivism in Procedural Justice Perceptions", Seoul Journal of Business, 9(1), pp.1~26 (2003)
- Crane, A., "Facing the Backlash:Green Marketing and Strategic Reorientation in the 1990s", Journal of Strategic Marketing, 8(3), pp.277~296 (2000)
- Dembkowski, S, "The Environmental Value-Attitude-System Model:A Framework to Guide The Understanding of Environmentally-Conscious Consumer Behavior", Journal of Marketing Management, 10(7), pp.593~603 (1994)
- Donaton, S, "Polls Show Ecological Concerns is Strong", Advertising Age, 63(6), pp.49~ (1992)
- Dunlap, R. E., "Human Values and Pro-environmental Behavior, in Energy and Material Resources: Attitudes, Values, and Public Policy" (1983), Westview
- Dunlap, R. E, "The New Environmental Paradigm", Journal of Environmental Education, 9(4), pp.10~19 (1978)
- Dunlap,R.E, "Commitment to the Dominant Social Program and Concern for Environmental Quality", Social Science Quarterly, 65(12), pp.1013~1028 (1984)
- Ellen, P. S., "The Role of Perceived Consumer Effectiveness in Motivating Environmentally Conscious Behaviors", Journal of Public Policy & Marketing, 10(fall), pp.102~117 (1991)
- Follows, S. B, "Environmentally Responsible Purchase Behavior:A Test of a Consumer", European Journal of Marketing, 34(5), pp.723~746 (2000)
- Fornell, C, "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error", Journal of Marketing Research, 18, pp.39~50 (1981)
- Gardner, W. L., ""I"Value Freedom,But"We"Value Relationships:Self-Construal Priming Mirrors Cultural Differences in Judgment", Psychological Science, 10, pp.321~326 (1999)
- Gill, J. D., "Ecological Concern, Attitudes, and Social Norms in Voting Behavior", Public Opinion Quarterly, 50, pp.537~554 (1986)
- Granzin, K. L, "Characterizing Participants in Activities Protecting the Environment:A Focus on Donating,Recycling and Conservation Behaviors", Journal of Public Policy & Marketing, 10, pp.1~27 (1991)
- Gray, D. B., "Ecological Beliefs and Behaviors: Assessment and Change" (1985), Greenwood Press
- Grunert, S. C, "Values, Environmental Attitudes,and Buying of Organic Foods", Journal of Economic Psychology, 16, pp.39~62 (1995)
- Hines, J. M., "Analysis and Synthesis of Research on Responsible Environmental Behavior:A Meta-Analysis", Journal of Environmental Education, 18, pp.1~8 (1987)
- Henry, W. A, "Cultural Values Do Correlate with Consumer Behavior", rnal of Marketing Research, 13(5), pp.121~127 (1976)
- Hofstede, G., "Culture’s Consequences: International Differences in Work-Related Value" (1980), Sage
- Homer, P, "A Structural Equation Test of the Values-Attitude-Behavior Hierarchy", Journal of Personality and Social Psychology, 54(4), pp.638~646 (1988)
- Hui, C. H, "Individualism-Collectivism:A Study of Cross-Cultural Researchers", Journal of Cross-Cultural Psychology, 17, pp.225~248 (1986)
- Karp,D.G, "Values and Their Effect on Pro-environmental Behavior", Environment and Behavior, 28(1), pp.111~133 (1996)
- Kerr, K., "Thinking Green is No Longer a Hippie Dream", AdWeek, 31, pp.18~19 (1990)
- Kim, Y, "Antecedents of Green Purchase Behavior:An Examination of Collectivism,Environmental Concern,and PCE", Advances in Consumer Research, 32, pp.592~599 (2005)
- 김연신, "A Cross-Cultural Study of Value Structure and Environmental Consumerism: The Case of Korean and United States Consumers", 아시아마케팅저널, 10(4), pp.35~64 (2009), 한국마케팅학회
- Kinnear, T. C., "Ecologically Concerned Consumers: Who Are They", Journal of Marketing, 38, pp.20~24 (1974)
- Lee, J. A, "Understanding the Determinants of Environmentally Conscious Behavior", Psychology & Marketing, 16(8), pp.373~392 (1999)
- Leung, K, "The Impact of Cultural Collectivism on Reward Allocation", Journal of Personality and Social Psychology, 47(10), pp.793~804 (1984)
- McCarty, J. A, "The Recycling of Solid Wastes:Personal and Cultural Values and Attitudes about Recycling as Antecedents of Recycling Behavior", Journal of Business Research, 30(5), pp.53~62 (1994)
- McCarty, J. A, "The Influence of Individualism,Collectivism,and Locus of Control on Environmental Beliefs and Behavior", Journal of Public Policy & Marketing, 20(spring), pp.93~104 (2001)
- Milbrath, L. W., "Environmentalists: Vanguard for A New Society" (1984), State University of New York Press
- Milfont, T. L., "A Cross-Cultural Study of Environmental Motives Concerns and Their Implications for Proenvironmental Behavior", Environment and Behavior, 38(6), pp.745~767 (2006)
- The Green Consumer Report, "Mintel", ~ (1995)
- Shigehiro Oishi, "The measurement of values and individualism-collectivism", PERSONALITY AND SOCIAL PSYCHOLOGY BULLETIN, 24(11), pp.1177~1189, SAGE PUBLICATIONS INC
- Oskamp, S., "Factors Influencing Household Recycling Behavior", Environment and Behavior, 23, pp.494~519 (1991)
- Ottman,J, "Industry’s Response to Green Consumerism", Journal of Business Strategy, 13, pp.3~7 (1993)
- Parsons, T, "Toward a General Theory of Action" (1951), Harvard University Press
- Pickett-Baker, J, "Pro-environmental Products:Marketing Influence on Consumer on Consumer Purchase Decision", Journal of Consumer Marketing, 25(5), pp.281~293 (2008)
- Roberts,J.A, "Green Consumers in the 1990s:Profile and Implications for Advertising", Journal of Business Research, 36(6), pp.217~325 (1996)
- Roberts, J. A, "Exploring the Subtle Relationships between Environmental Concern and Ecologically Conscious Behavior", Journal of Business Research, 40(1), pp.79~89 (1997)
- Schlossberg, Howard, "Kids Teach Parents How to Change Their Buying Habits", keting News, 26(3), pp.8~ (1992)
- Schultz, P. W, "Values and Proenvironmental Behavior:A Five-Country Survey", Journal of Cross-Cultural Psychology, 29(7), pp.540~558 (1998)
- Schultz, P. W., "Value as Predictors of Environmental Attitudes: Evidence for Consistency across 14 Countries", Journal of Environmental Psychology, 19, pp.255~265 (1999)
- Schwartz,S.H, "Individualism-Collectivism:Critique and Proposed Refinements", Journal of Cross-Cultural Psychology, 21, pp.139~157 (1990)
- Schwartz,S.H, "Universals in the Content and Structure of Values:Theoretical Advances and Empirical Tests in 20 Countries", Advances in Experimental Social Psychology, 25, pp.1~65 (1992)
- Schwartz,S.H, "Are There Universal Aspects in the Structure and Contents of Human Values", Journal of Social Issue, 50, pp.19~45 (1994)
- Schwartz,S.H, "Value Priorities and Behavior: Applying a Theory of Integrated Value Systems", The Psychology of Values: The Ontario Symposium, 통권 : 8, pp.1~24 (1996), Lawrence Erlbaum
- Schwartz, S. H, "Toward A Universal Psychological Structure of Human Values", Journal of Personality and Social Psychology, 53(3), pp.550~562 (1987)
- Schwartz,S.H, "Toward A Theory of the Universal Content and Structure of Values:Extensions and Cross-Cultural Replications", Journal of Personality and Social Psychology, 58(5), pp.878~891 (1990)
- Shean, G., "The Values of Student Environmentalists", The Journal of Psychology, 129(5), pp.559~564 (1995)
- Stern, P. C, "Managing Scarce Environmental Resources, in Handbook of Environmental Psychology", pp.1043~1088 (1987), John Wiley & Sons
- Stern, P. C, "The Value Basis of Environmental Concern", Journal of Social Issues, 50(3), pp.65~84 (1994)
- Stern, P. C., "Values Orientations,Gender,and Environmental Concern", Environment and Behavior, 25(5), pp.322~348 (1993)
- Stern, P. C., "Values,Beliefs,and Proenvironmental Action:Attitude Formation toward Emergent Attitude Objects", Journal of Applied Social Psychology, 25, pp.1611~1636 (1995)
- Stern, P. C., "A Value-Belief-Norm Theory of Support for Social Movements:The Case of Environmentalism", Human Ecology Review, 6, pp.81~97 (1999)
- Straughan, R. D, "Environmental Segmentation Alternatives:A Look at Green Consumer Behavior in the New Millennium", Journal of ConsumerMarketing, 16(6), pp.558~575 (1999)
- Tesser, A, "Attitudes and Attitude Change", Annual Review of Psychology, 41, pp.479~523 (1990)
- Thøgerson, J., "Recycling and Morality: A Critical Review of the Literature", Environment and Behavior, 28(7), pp.236~558 (1996)
- Thøgerson, J, "Values and Attitude Formation towards Emerging Attitude Objects:From Recycling to General Waste Minimizing Behavior", Advances in Consumer Research, 24, pp.182~189 (1997)
- Thompson,S.C, "Will It Hurt Less If I Can Control It? A Complex Answer to A Simple Question", Psychological Bulletin, 90, pp.89~101 (1981)
- Our Green World: An International Survey Covering 17 Countries into How Green We Really Are Research Report, "TNS", ~ (2008)
- Tolman, E. C, "A Psychological Model, in Toward a General Theory of Action" (1951), ard University Press
- Triandis, H. C, "Theoretical and Methodological Approaches to the Study of Collectivism and Individualism, in Individualism and Collectivism: Theory, Method and Applications", pp.41~51 (1994), Sage
- Triandis, H. C, "Individualism and Collectivism" (1995), Westview Press
- Triandis, H. C., "Multimethod Probes of Allocentrism and Idiocentrism", International Journal of Psychology, 30, pp.461~480 (1995)
- Van Liere, K. D, "The Social Bases of Environmental Concern:A Review of Hypotheses,Explanations,and Empirical Evidence", Public Opinion Quarterly, 44, pp.181~197 (1980)
- Vining, J, "What Makes a Recycler?: A Comparison of Recyclers and Nonrecyclers", Environment and Behavior, 22(1), pp.55~73 (1990)
- Verhoef,P.C, "Explaining Purchases of Organic Meat by Dutch Consumers", European Review of Agricultural Economics, 32(2), pp.245~267 (2005)
- Vermeir, I, "Sustainable Food Consumption among Young Adults in Belgium:Theory of Planned Behavior and Role of Confidence and Values", Ecological Economics, 64, pp.542~553 (2008)
- Wagner, J. A. III, "Studies of Individualism-Collectivism:Effects on Cooperation in Groups", Academy of Management Journal, 38, pp.152~172 (1995)
- Wall,G, "Barriers to Individual Environmental Action:The Influence of Attitudes and Social Experiences", The Canadian Review of Sociology and Anthropology, 32, pp.465~490 (1995)
- Wiegel, R. H., "Ecological Attitudes and Actions, in Ecological Beliefs and Behaviors: Assessment and Change" (1985), Greenwood
- Wiegel, R. H, "Environmental Concern:The Development of A Measure", Environment and Behavior, 10(1), pp.3~5 (1978)
- Williams, R. M., Jr, "Change and Stability in Values and Value Perspectives: A Sociological Perspectives, in Understanding Human Values: Individual and Societal" (1979), Free Press
- Wong, V., "Marketing Strategies and Market Prospects for Environmentally-Friendly Consumer Products", British Journal of Management, 7, pp.263~281 (1996)
- Yamagichi, T., "Social Dilemmas, in Sociological Perspectives on Social Psychology", pp.311~334 (1994), Allyn & Bacon
