LOV(List of Value)를 이용한 친환경 행동 차이 분석 = Analysis of the Difference in Environment-Friendly Behavior based on List of Value

다국어 초록 (Multilingual Abstract)

"Environment-friendly management" is the key motto of the business sector in the
21st century. Developed countries are fully devoting themselves to developing
environment-friendly technology. This study has two objectives. One of them is to
classify consumers into some groups according to values they pursue and investigate
relations between each of the groups and environmental consciousness. The other is to
examine how much consumer value is significant as the standard of environment-friendly
business management and market segmentation. According to the personal value scale,
LOV, consumers are classified into four groups(pleasure-oriented style, social-oriented
style, achievement-oriented style and ego-oriented style). The group of pleasure-oriented
style has a little more women than men. Its members pursue common values and try to
enjoy life more. The group of social-oriented style consists of men and women both of
which are similar in proportion. They consider obtaining information and sociality as
more important. The group of achievement-oriented style pursue social results such as
funnies in social life and respect from others. The group of ego-oriented style consists
of people who are often higher in income and education level and more professional in
occupation. To them, internal values of their own are more important. Previous studies
mostly focused on some influential relations or relationships in order to identify
consumers' environment-friendly behaviors. But this study classified people into several
groups by using the scale of personal values, that is, LOV and then identified
characteristics of each of the groups. In addition, the study examined group differences
in variables related to environmental friendliness.

국문 초록 (Abstract)

최근 기업환경의 중요한 화두는 “친환경 경영”이다. 이를 위해 선진국들은 친환경기술을 개발하는데 총력을 기
울이고 있다. 본 연구는 소비자가 추구하는 가치를 집단으로 유형화하여 친환경 의식과의 관계를 파악하여 봄으
로써, 기업의 그린경영과 그린시장 세분화를 위한 기준으로 가치의 중요성을 살펴보고자 하였다. 개인의 가치 척
도인 LOV (List of Value)를 사용하여 분석한 결과, 4개 집단 (쾌락형, 사회형, 성취형, 자아형)으로 분류되었
다. 쾌락형은 다소 여성비율이 높고 평범한 가치를 추구하며 삶을 보다 즐기는 집단이었으며, 사회형은 남ㆍ여 모
두 비슷한 분포를 나타나며 정보획득과 사회성을 중시하는 것으로 나타났다. 성취형은 생활에 흥미로움과 타인으
로부터 존경 등 사회성취를 추구하였고, 자아형은 높은 소득, 학력 그리고 전문 직종에서 높게 나타나 자신을 위
한 내면가치를 중시하는 것을 확인하였다. 기존의 선행연구들은 소비자의 친환경 행동을 파악하기 위해 영향관계
나 관련성에 대한 연구가 대부분이었으나, 본 연구는 개인가치 척도인 LOV를 이용하여 집단을 유형화하고 그들
의 특성을 살펴보았으며, 또한 친환경 변수들에 관해 군집간의 차이를 조사하였다.

참고문헌 (Reference)

1 이승신, "환경친화적인 가전소비재에 대한 소비자의 수요도 연구" 대한가정학회 42 (42): 19-31, 2004

2 윤성욱, "환경지식이 환경친화적 소비행동에 미치는 영향에 관한 연구" 한국마케팅관리학회 11 (11): 131-147, 2006

3 파이낸셜뉴스, "환경자원 효율성 너무 낮다"

4 이종호, "환경의식적 소비행동의 세가지 요인에 관한 연구" 5 (5): 1-23, 2000

5 조선일보, "환경오염 먼 미래 아닌 실제상황이다"

6 고애란, "주부의 가치관에 따른 소비자 유형별 의복추구혜택과 구매관련행동 특성" 대한가정학회 40 (40): 119-132, 2002

7 윤만희, "입사티브 요인모델을 이용한 가치척도 LOV의 실증분석" 24 (24): 317-340, 1995

8 동아일보, "에너지 소비줄이고 친환경 강화"

9 박광희, "소비자의 가치와 의복쇼핑성향과의 관계 연구" 11 (11): 49-58, 2000

10 정경애, "소비자의 가치관과 태도가 구매 후 불평행동에 미치는 영향의 지역간 차이" 15 (15): 205-223, 2000

11 윤성욱, "고객 가치에 근거한 명품 소비자의 시장세분화에 관한 탐험적 연구" 한국소비자학회 19 (19): 135-159, 2008

12 노정구, "개성, 태도, 환경의식적 소비행동의 관계에 대한 연구" 한국소비문화학회 8 (8): 89-106, 2005

13 김재휘, "가치지향에 따른 환경광고 메시지의 설득효과" 한국방송광고공사 56 : 81-99, 2002

14 Schwartz,S.H., "Valuing a Clean Environment: Factor Location, Norms and Relation to Risks" 58 : 878-891, 1992

15 Poortinga, W., "Values, Environmental Concern, and Environmental Behavior: A Study into Household Energy Use" 36 (36): 70-87, 2004

16 Karp, David G., "Values and Their Effect on Pro-Environmental Behavior" 28 (28): 111-133, 1996

17 Kamakura, W. A., "Value-System Segmentation: Exploring the Meaning of LOV" 19 (19): 119-132, 1992

18 Kahle, Lynn R., "Using the List of Values(LOV) to Understand Consumers" 6 (6): 5-12, 1989

19 Schwartz, Shalom H., "Toward a Theory of the Universal Content and Structure of Values: Extensions and Cross-Cultural Replications" 58 (58): 878-889, 1990

20 Munson, J. Michael, "The Values of Engineers and Managing Engineers" 26 (26): 94-102, 1979

21 Stern, Paul C., "The Value Basis of Environmental Concern" 50 (50): 65-84, 1994

22 Miethe, Terance D., "The Validity and Reliability of Value Survey: An Israeli Comparison" 119 (119): 1985

23 Van Liere, K. D, "The Social Base of Environmental Concern: A Review of Hypotheses Explanation and Practical Evidence" 44 : 1980

24 Ellen, Pam Scholder, "The Role of Perceived Consumer Effectiveness in Motivating Environmentally Conscious Behaviors" 10 (10): 102-117, 1991

25 Stern, Paul C, "The New Ecological Paradigm in Social-Psychological Context" 27 (27): 723-743, 1995

26 Rokeach,M., "The Nature of Human Values" Free 1973

27 Malkis, A., "Support for the Ideology of the Environment Movement: Tests of Alternative Hypotheses" 8 : 25-47, 1977

28 Ewert, A, "Standing for Where You Sit: An Exploratory Analysis of the Relationship between Academic Major and Environment Beliefs" 33 (33): 687-708, 2001

29 Antil,John H., "Socially Responsible Consumers: Profile and Implications for Public Policy" 1 (1): 18-39, 1984

30 Kahle, Lynn R., "Social Values and Social Change: Adaptation to Life in America" Praeger 1983

31 Bandura,Albert, "Self-Efficacy in Changing Societies" Cambridge University Press 1995

32 Ebreo, A., "Reducing Solid Waste Linking Recycling to Environmentally Responsible Consumerism" 31 (31): 107-135, 1999

33 Cattell,R.B., "Psychological Measurement:Ipsative,Normative and Interactive" 51 : 292-303, 1944

34 Novak, Thomas P., "On Comparing Alternative Segmentation Schemes: The List of Values(LOV) and Values and Life Styles(VALS)" 17 (17): 105-109, 1990

35 Reynolds, Thomas J, "Measuring Personal Values: An Evaluation of Alternative Methods" 17 (17): 1980

36 Goldsmith, R. E., "Measuring Consumer Innovativeness" 19 (19): 209-221, 1991

37 심종섭, "LOV를 이용한 가치시스템 세분화" 14 : 129-148, 2001

38 Minton, Ann P., "Journal of Business Research" 40 (40): 37-48, 1997

39 Stern, Paul C., "Information, Incentives, and Pro-Environmental Consumer Behavior" 22 : 461-478, 1999

40 Ostman, R. E., "Impact of Education,Age,Newspapers and Television on Environmental Knowledge,Concerns and Behaviors" 19 (19): 3-9, 1987

41 Dunlap, R. E., "Human Values and Pro- Environmental Behavior in Energy and Material Resource: Attitudes Values and Public Policy" Westview Press 145-168, 1983

42 Rotter, Julian B., "Generalized Expectancies for Internal Versus External Control of Reinforcement" 80 (80): 609-, 1966

43 Dietz, Thomas, "Gender, Values, and Environmentalism" 83 (83): 353-364, 2002

44 Oskamp, S., "Factors Influencing Household Recycling Behavior" 23 (23): 494-519, 1991

45 Gamba, Raymond J., "Factors Influencing Community Residents' Participation in Commingled Curbside Recycling Programs" 26 (26): 587-601, 1994

46 Elena, F, "Environmental Values and Lifestyles as Determining Factors of Ecological Consumer Behaviour: an Empirical Analysis" 23 (23): 134-144, 2006

47 Kuhlemeier, Hans, "Environmental Knowledge Attitudes, and Behavior in Dutch Secondary Education" 30 (30): 4-14,

48 Seligman,Clive, "Environmental Ethics" 45 (45): 169-, 1989

49 Said, A. M., "Environmental Concerns, Knowledge and Practices Gap among Malaysian Teachers" 4 (4): 305-313, 2003

50 Schultz, P. Wesley, "Empathizing with Nature: The Effects of Perspective Taking on Concern for Environmental Issues" 56 (56): 392-406, 2000

51 Lansana,F.M., "Distinguishing Potential Recycling Strategies" 23 : 16-23, 1992

52 Jacobs, Harvey E., "Development and Analysis of a Community-Based Resource Recovery Program" 17 : 127-145, 1984

53 Owens, Julie, "Demographic Covariates of Residential Recycling Efficiency" 32 (32): 637-650, 2000

54 Rogers, John C., "Consumer Personal Values as Antecedents to Dyadic and Third Party Public Consumer Behavior: An Exploratory Study" 3 : 71-81, 1990

55 Heslop, Louise A., "Consciousness in Energy Conservation Behavior: An Exploratory Study" 8 (8): 299-305, 1981

56 Granzin, K. L, "Characterizing Participants in Activities Protecting the Environment: a Focus on Donating, Recycling, and Conservation Behaviours" 10 (10): 1-27, 1991

57 Rothbaum, Fred, "Changing the World and Changing the Self: A Two-Process Model of Perceived Control" 42 (42): 5-37, 1982

58 Valle, Patricia Oom Do, "Behavioral Determinants of Household Recycling Participation: The Portuguese Case" 36 (36): 505-540, 2004

59 Kahle, Lynn R, "Alternative Measurement Approaches to Consumer Values: The List of Values(LOV) and Values and Life Style(VALS)" 13 (13): 405-409, 1986

60 Beatty, Sharon E., "Alternative Measurement Approaches to Consumer Values: The List of Values and the Rokeach Value Survey" 2 (2): 181-200, 1985

61 윤성욱, "A Theoretical Investigation of Consumers’ Subjective Product Knowledge" 한국소비문화학회 8 (8): 165-184, 2005

62 Homer, P. M., "A Structural Equation Test of the Value Attitude- Behavior Hierarchy" 54 (54): 638-646, 1988