한국, 미국, 스웨덴의 생태적 패러다임과 친환경구매성향 비교연구

다국어 초록 (Multilingual Abstract)

The ecological system is facing existential crisis. Transition to ecological paradigm is required to overcome over-consumption society. This research aimed to conduct cross-cultural comparison on ecological paradigm and pro-environmental shopping behavior of 1,500 consumers in Korea, USA and Sweden.
The research results showed that ecological paradigm was very dominant in Sweden compared to that in Korea and USA. The ecological paradigm was the most influential factor on proenvironmental shopping behavior in three countries respectively, which implies that value transition is a critical condition for sustainable society. In addition, environmental activity involvement was second impactful factor on pro-environmental shopping. Systematic environmental engagement can contribute to the acquirement of ecological value and the pro-environmental purchase as well.
The influence of demographic factors was varied by countries. In Korea, married couple had a higher tendency of pro-environmental purchase. In USA, the younger the higher was the proenvironmental purchase tendency. In Sweden, the higher education group had a higher proenvironmental tendency. This result imply that the influential factors can vary according to each country's culture, tradition and the level of sustainable development, while there are common influential factors towards pro-environmental purchases in the global level.
The change should be considered both in the individual and the socio-structural level to overcome ecological crisis. The expansion of ecological paradigm and active affiliation with pro-environmental activities can be suggested as remedies to strengthen autonomic and reflexible consumer capabilities. The total amount of consumption should be reduced in a socio-structural level and the transition to cultural society should be activated to fulfill human social and interactional needs.

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