소비자의 비윤리적인 소비 행동에 관한 연구

다국어 초록 (Multilingual Abstract)

Ethical consumption is an important social issues which is connected to sustainable consumption. It can be said that sustainable consumption focuses more on environmental problem while ethical consumption cares more about the other weak consumers who are provider of services or goods that we are consuming. With increased attention on ethical consumption, many researches have been pursued to understand consumer's awareness, attitude about ethical consumption, and ethical consumption behavior of consumers'.
This study is also pursue to understand the unethical behavior of consumers which is opposite side of ethical consumption.
Data were collected using a structured questionnaire which is consist of questions wether respondents experienced the specified unethical consumption, and degree of ethical consumption behavior. Whether consumer experienced the specified unethical consumption behavior or not was measures with binary scale(yes/no), and degrees of ethical consumption behavior were measured by 5 point Likert scale. In addition, socio-demographic characteristics of respondents were questioned.
The subjects of this study were 201 housewives living who live in medium sized city. The questionnaire was revised through the preliminary survey, and the main survey was conducted during August. A total of 178 sample were used for the analysis, excluding observations with insufficient information.
Descriptive statistics about consumers' social and demographic characteristics, whether consumer has experienced 50 unethical consumption behavior. attitudes about ethical consumption behavior were performed. Factor analysis was conducted on 58 questions about attitudes about ethical consumption behavior, to categorize consumer's ethical consumption behavior, and principle component analysis on extracted factors was followed. Cluster analysis was run to group consumers who had shown similar behavior pattern regarding many ethical consumption behavior. x2-test, ANOVA, t-test were performed to investigate whether there are difference in degree of unethical consumption behavior experience according to consumers socio demographic background and the group categorized by the culster analysis.
Results are as followed.
First, only education level showed significant difference in consumers's unethical consumption behavior. Consumer who graduated high school experienced the least unethical consumption behavior. However, the other socio demographic variable were insignificant.
Second, there were no significant differences in socio demographic variables among the cluster consumer groups.
Third, degree of unethical consumption behavior experience showed a little difference among the cluster consumer groups.

This study is unique since it tried to investigate unethical consumption behavior, in relation with consumers' attitudes toward ethical consumption behavior which come into play as important social issues. However, generalization of results should be cautious since data was collected from consumers who lived in medium sized cities using convenience sampling method which might bring a bias in representativeness. Therefore, it is suggested that further study with sample including consumers who live in diverse rural areas as well as in city areas is needed.
Futhermore, follow-up studies on more diverse unethical consumption behavior with various consumption group including children as well as male adults, are need to be carried out using various research methods.

목차 (Table of Contents)

• Ⅰ. 서론 1
• 1 연구의 필요성 1
• 2. 연구목적 5
• 3. 연구의 제한점 6
• Ⅱ. 이론적 배경 8
• 1. 윤리적 소비 8
• 1) 윤리적 소비에 대한 다양한 견해들 8
• 2) 윤리적 소비의 등장과 흐름 10
• 2. 소비윤리 15
• 1) 소비윤리의 개념 15
• 2) 소비에 대한 윤리적 논의 기준 15
• 3) 소비윤리의 차원 17
• 4) 소비윤리에 대한 연구의 유형들 21
• 5) 윤리적 소비에 대한 교육의 필요성 24
• 3. 블랙컨슈머(Black Consumer) 28
• Ⅲ. 연구방법 34
• 1. 연구문제 34
• 2. 측정도구의 구성 35
• 3. 조사대상 및 자료수집 36
• 4. 자료의 분석방법 37
• Ⅳ. 분석결과 및 해석 39
• 1. 조사대상자의 일반적 특성 39
• 2. 소비자의 비윤리적 소비행동경험 실태 41
• 3. 사회 인구학적 배경원인에 따른 비윤리적 소비행동 경험수준 실태 분석 49
• 1) 연령대별 비윤리적 소비행동 경험건수 49
• 2) 학력별 비윤리적 소비행동 경험건수 50
• 3) 소득수준별 비윤리적 소비행동 경험건수 52
• 4. 윤리적 소비행동 실천 정도에 따른 소비자집단의 분류 53
• 5. 윤리적 소비행동 실천 실태에 따른 소비자집단의 사회ㆍ인구학적 특성의 차이 검증 59
• 6. 윤리적 소비행동 실천 정도에 따른 비윤리적 소비행동 경험 실태 차이 검증 60
• Ⅴ. 결론 및 제언 62
• 참고문헌 65
• ABSTRACT 69
• 부록1 설문지 73
• 부록2 심층인터뷰 자료 81