인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
피인용 0
초록·키워드
The increasing environmental crisis highlights a significant problem: the disparity between caring for the environment and purchasing sustainable products. Current research explores how environmental awareness influences the intention to make green purchases. This study examines how personal norm plays a critical role and how government’s role and brand sustainability affect the relationship between environmental awareness and purchase intention. Based on the principles of the Value-Belief-Norm(VBN) theory and the Norm Activation Model(NAM), this research used Hayes’ PROCESS Model 21 to study a complex model involving moderation and mediation. Data was collected from MZ generation consumers in South Korea. The results indicated that the personal norm significantly and positively mediates the relationship between environmental awareness and purchase intention. This mediation is even stronger when there is high government support. Thus, this research improves our understanding of the psychological factors that drive consumers toward more sustainable purchasing behaviors, offering important insights for policymakers and businesses focused on creating a more sustainable marketplace. These findings suggest that the integration of supportive government policies and clearly communicated brand sustainability efforts can significantly enhance the impact of individual environmental awareness. Practitioners should consider fostering personal norms through education and awareness campaigns. Future research could expand this model across different cultural contexts to validate its generalizability and further inform global sustainable consumption strategies.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
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