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소비자의 친환경 의식은 친환경 제품의 구매로 이어지는가?

Do Environmentally Conscious Consumers Really Purchase Environment-Friendly Products?

권익현|이진석|이성균
한국소비자학회 (Korean Society Of Consumer Studies)|2013.12|소비자학연구 (Journal of Consumer Studies)|제24권 제4호|pp. 47-72

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참고문헌

키워드

친환경 제품Eco-friendly products친환경 의식친환경 마케팅제품의 주요 평가속성구매행위 노출여부consumers' environmental consciousnessthe strength of main attributes for evaluatingcompetitive altruism
주제분류경제학

초록

소비자의 친환경 의식이 소비자의 친환경 행동과 경영성과에 긍정적인 영향을 미치는 것으로 밝혀져 왔다(김경훈 외 2000; Langerak et al. 1998; Menon et al. 1999; Menon and Menon 1997; Russo and Fouts 1997). 그러나 한 UN보고서에 따르면 친환경 제품에 대한 구매의도를 보이는 사람은 전체 소비자의 40%에 이르지만 실제로 구매하는 소비자의 비중은 4%에 불과한 것으로 나타났다(United Nations Environment Programme 2005). 본 연구는 이러한 점에 주목하여, 소비자의 친환경 의식 수준이 친환경 제품의 구매로 실제로 이어지는지에 대하여 살펴보고자 하였다. 구체적으로 본 연구에서는 소비자의 친환경 의식 수준이 친환경 제품의 구매로 이어지는 정도가 제품군(주요 속성평가의 강도가 강한 vs. 약한 제품)에 따라서 다르게 나타날 수 있는 가능성과 그 이유에 대하여 연구하였다. 또한 친환경 제품에 대한 자신의 구매행위가 타인에게 노출되는지, 노출되지 않는지 따라 차이가 나타나는지에 대하여 살펴보고 검증하였다. 이를 위해 두 차례 실험 연구를 수행하였다. 1차 실험에서는 2(제품의 주요 평가속성 강도: 강/약)*2(구매행위의 노출여부: 노출/비노출)의 집단 간 설계를 활용한 실험을 실행하였다. 제품의 주요 평가속성의 강도는 가상의 제품(가정용 표백 세제 vs. 가정용 주방 세제)을 개발하여 조작하였고, 구매행위의 노출여부는 가상의 구매상황(온라인 쇼핑/오프라인 쇼핑)을 통해 조작하였다. 그리고 친환경 제품에 대한 소비자의 반응으로 친환경 제품에 대한 필요성 인식, 제품력 지각 그리고 구매의도를 측정하였다. 실험 결과, 친환경 의식 수준이 친환경 제품에 대한 필요성 인식과 제품력 지각에 긍정적인 영향을 미치는 것으로 확인되었다. 그러나 제품의 주요 평가속성 강도의 조절 효과는 나타나지 않았다. 그리고 친환경 의식 수준은 친환경 제품에 대한 구매의도에 긍정적인 영향을 미치는 것으로 나타났고, 이러한 긍정적인 영향은 구매행위의 노출여부에 의해 조절되는 것으로 나타났다. 구체적으로, 구매행위가 노출될 때, 노출되지 않을 때보다 친환경 의식 수준이 친환경 제품에 대한 구매의도에 미치는 영향이 크게 나타났다. 추가 실험은 1차 실험에서 기각된 제품의 주요 평가속성 강도의 조절 작용을 확인하기 위하여 수행하였다. 실험 제품을 Luchs et al(2010)의 연구에서 활용한 차량용 vs. 아기용 바디 샴푸로 변경하였다. 분석 결과, 제품의 주요 평가속성 강도의 조절적 효과는 제한적으로 유의미한 것으로 나타났다. 구체적으로 친환경 제품에 대한 필요성 인식에 미치는 친환경 의식 수준의 영향은 제품의 속성 강도에 의해 조절되는 것으로 나타났다. 그러나 친환경 제품에 대한 제품력 지각에 미치는 친환경 의식 수준의 영향은 제품의 주요 평가속성 강도에 의해 조절되지 않는 것으로 나타났다.

Abstract

Prior research showed that consumers' environmental consciousness have a positive effect on their attitudes toward pro-environmental behavior suas purchase intention for environment- friendly products(Kim et al. 2000; Langerak et al. 1998; Menon et al. 1999; Menon and Menon 1997; Russo and Fouts 1997). According to one UN report, however, there is a significant gap between consumers' intentions to purchase environment-friendly products and their actual purchase behavior(United Nations Environment Programme 2005). This study focuses on such a gap. The study examines the impact of consumers' environmental consciousness on consumer responses toward environment-friendly products. Authors also predict that the causal relationship between consumers' environmental consciousness and their responses toward environment-friendly products can be moderated by two factors: one is strength of the product main attribute, the other is social desirability. In order to exam these notions, the study conducts two experiments: one main experiment and another additional experiment. Main experiment uses a 2(the strength of product main attribute: strong/week)*2(purchasing situation: exposed/unexposed) factorial design. Fictitious environment-friendly products(bleaching detergent/dishwasher detergent) and purchasing situations(online shopping/offline shopping) are adopted as treatments. Results of the main experiment show that the higher people's environmental consciousness is, the more likely they tend to recognize need for environment-friendly products and to perceive environment-friendly products to perform better. However, the moderating role of the strength of product main attribute is not supported. The experiment also reveals that consumers with higher environmental consciousness are more willing to purchase environment-friendly products. Moreover, the moderating effect of social desirability is also found. The effect of consumers' environmental consciousness on purchase intention is higher in a exposed purchase situation than in a unexposed purchase situation. Additional experiment is conducted to retest the moderating role of the strength of product main attribute since it is not supported in the main experiment. It uses a one-way ANOVA(the strength of product main attribute: strong/week). Products adopted in Luchs et al(2010)(car body shampoo and baby body shampoo) are also used in this experiment. Results support that the moderating effects of the strength of product main attribute marginally. It is supported for consumers' recognition of need for environment-friendly products statistically, but for perceived performance of environment-friendly products, it is supported directionally only not statistically.

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