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한국마케팅과학회 Journal of Global Scholars of Marketing Science(마케팅과학연구) Journal of Global Scholars of Marketing Science(마케팅과학연구) 제20권 제3호
발행연도
2010.1
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249 - 261 (13page)

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As consumers’ concern for the environment has been continuously increasing, many firms have actively engaged in environmental marketing to achieve their objectives. However, consumers’ high concerns about the environment are not always reflected in their purchasing behavior. This indicates a need to have an in-depth understanding of the development of green consumption within the individual’s belief system. Considering psychological approaches, a large body of research has examined the factors underlying ecologically conscious consumer behavior and the interrelationships of these factors. However, most of previous research concentrates on Western countries. Using a sample of Korean consumers, this study attempts to understand the bases of Korean green consumerism and find universal values that are cross-culturally important in guiding consumer’s environmental attitudes and behaviors. To this end, we relate the Schwartz’s 10 universal values (Schwartz, 1992) to environmental behaviors in a hierarchical model of value-attitude-behavior. With reference to the value-attitude-behavior framework, a conceptual model was developed to explain what motivations can be manifested in Korean consumers’ environmental attitudes, and subsequently how the attitudes affect their green choices. Using the pattern of relationship among values that can be related to environmentalism, we first hypothesized that there would be particular relationships between motivational value types and environmental attitudes. In hypothesis 2, environmental attitudes are assumed to predict environmental behaviors. On the basis of the claim that favorable attitudes toward the environment may be expressed in many different behaviors, we assumed that consumers’ favorable attitudes toward the environment would be linked to a variety of environmental behaviors because people with high environmental attitudes can be more interested in and knowledgeable about environmental actions. Consistent with H2, we hypothesized in H3 that there would be a positive relationship between different types of environmental behavior. A total of 564 university students participated in the study. The sample included 308 (54.6%) men, 254 (45%) women, and 2 (0.4%) participants who did not indicate their gender. The average age of the participants was 22.5 (s.d.=2.11) years, with a range of 19 to 39 years. Regarding majors, special efforts were made to draw the participants from the different departments of the university. Data was collected by survey administered via self-completion questionnaires. The questionnaire assessed the participants’ value priorities, environmental attitudes and behaviors. Path analysis was conducted (AMOS 4.0) to test the proposed model. The overall fit of the observed model are χ2=72.01 (p=0.00), GFI=0.983, CFI=0.982, NFI=0.970, RMR=0.070, and REMSEA=0.050. Most of the fit measures indicated a good fit of the model with the data. Thus, a hierarchical relationship from values to environmental attitudes to environmental non-purchasing behavior to environmental purchasing behavior was confirmed. All the predicted paths were assessed by path coefficients and several major effects hypothesized were confirmed. Out of the ten value types, universalism and power were found to be significantly but conversely related to environmental attitudes. In line with the other studies, our findings confirmed that environmental attitudes are an important factor in leading a variety of environmentally conscious behaviors. Finally, we found significant relationships between environmental non-purchasing and purchasing behaviors. The path analysis supported the idea that universalism values provide a motivation for Korean consumers’ greenness and they indirectly promote environmental acts through favorable attitudes toward the environment. Participants with high environmental attitudes were found to actively engage in diverse forms of environmentally conscious consumer behaviors. In this research, we provide an opportunity to examine cross-cultural differences with respect to values causing environmentalism and further to verify the previous findings. Moreover, we have examined the attitude-behavior relationship with respect to three distinct types of environmental behaviors. The different strengths of paths between environmental attitudes and behaviors suggest that researchers should consider the specificity of behavior explained as an effort to improve the low attitude-behavior correlation. Finally, it is illustrated that along with the increased environmental concerns among them, people become to include more behaviors in their green portfolio.

随着消费者对环境的关注不断增加，许多公司都积极从事环境营销来实现其目标。不过，有关环境的消费者的高度关注并不总是反映在他们的购买行为。这表明需要有一个绿色消费的范围内个人的信仰体系的发展有深入的了解。考虑到心理学的方法，大量的研究机构已审核的基本因素和生态意识的消费者行为，这些因素的相互关系。然而，以往的研究大多数集中于西方国家。韩国消费者使用的样本，本研究试图了解韩国绿色消费的基础，发现是跨文化在指导消费者的环保态度和行为的重要的普遍价值。为此，我们与该Schwartz的10(Schwartz, 1992)，在普遍价值的价值，态度，行为层次模式的环境行为。参照价值的态度，行为的框架，概念模型，可以解释什么动机表现在韩国消费者的环保态度，以及后来的态度如何影响他们的绿色选择。其中，可利用相关的环保价值的关系模式，我们首先假设有两个国家是激励值类型和环境态度特定的关系。在假设2，环境态度是假定预测环境行为。论是对环境有利的态度可能会在许多不同的行为表达主张的基础，我们认为对环境的消费者的态度将是有利的环境与各种行为，因为高环境态度的人都能更感兴趣以及有关环境行动的知识。与H2一致，我们推测在H3的会有一间不同类型的环境行为正相关关系。564名大学生参加了这项研究。样本包括308名（54.6％）男性，254(45％)的妇女，2（0.4％)，与会者谁没有注明性别。参加者的平均年龄为22.5(标准差=2.11)岁，19至39年不等。至于专业，作出了特别努力吸取该大学的不同部门的参与者。所收集的数据是通过自我管理，完成问卷调查。问卷评估参与者的价值优先，环境态度和行为。进行路径分析(AMOS 4.0)建议的测试模型。观测到的整体模式是χ2=72.01适合性(P=0.00)，GFI的=0.983，原讼法庭=0.982，NFI值=0.970，的RMR=0.070，和REMSEA=0.050。在FIT大部分措施表示了与数据模型拟合良好。因此，从价值观的层次关系，对环境的非消费行为对环境的购买行为，环境态度得到了确认。所有的预测路径进行了评估路径系数和假设，确定几个重大影响。十个值类型，普遍性和功率输出被认为是显着，反而与环境的态度。在与其他研究路线，我们的研究结果证实，环境态度是领导一个具有环保意识的各种行为的重要因素。最后，我们发现了环境非采购和购买行为有显着关系。路径分析支持普世价值观念提供了韩国消费者的绿色动力和间接地促进他们通过对环境有利的环境行为的态度。高环境态度积极参与，发现从事环保意识的消费者行为形式多样。在本研究中，我们提供了一个机会，审查关于跨文化差异，价值观念造成环保，进一步验证了先前的调查结果。此外，我们已审查了关于三个不同类型的环境行为的态度与行为的关系。环境的态度和行为之间的路径的不同优势，研究人员建议，应考虑行为的特异性，努力改善低的态度，行为的相关性解释。最后，说明了它们之间的增加与环境问题是一直以来，人们成为在其投资组合更绿行为。
#Motivational value types #Attitudes toward the environment #Environmentally-conscious #Consumer behaviors #Green Consumerism

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참고문헌 (27)

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Anderson, W. T., Jr. / 1972 / The socially conscious Consumer / Journal of Marketing 36 : 23 ~ 31 google schola Antil, J. A. / 1984 / Socially responsible consumers: Profile and implications for public policy / Journal of Macromarketing : 18 ~ 39 google schola Bentler,P M. / 1995 / EQS:Structural Equations Program Manual.BMDP Statistical Software / CA google schola Boehnke, K. / 1998 / The structure and dynamic of worry: Theory, measurement, and cross-national replications / Journal of Personality 66 (5) : 745 ~ 782 google schola Bratt, C. / 1999 / Consumers’ environmental behavior generalized, sector-based, or compensatory? / Environment and Behavior 31 (1) : 28 ~ 44 google schola

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