소비자의 혁신성과 가치관이 친환경 제품 구매의도와 구매행동에 미치는 영향 = Impacts of consumer's innovation and value on eco-friendly product purchase intention and purchase behavior

국문 초록 (Abstract)

인구의 증가와 이에 따른 에너지 소비의 증가로 인한 자연 환경의 파괴와 자원고갈의 문제가 심각하게 대두되고 있으며, 지금과 같은 상태가 지속된다면, 지속가능한 경제 활동이 불가능해질 것으로 예측되고 있다. 이는 개발도상국의 산업화로 인해 더 많은 자원들이 필요하게 되고, 경제 성장과 인구의 증가로 인하여 환경 파괴와 에너지 소비의 증가가 유발되어 결국 지구 온난화 문제와 같은 환경적 문제를 야기되고 있기 때문이다. 세계 환경전문가들과 국내 전문가들은 기후변화와 자원고갈 등에 대해 심각하게 인식하는 반면, 시민들의 인식 정도는 높으나, 친환경 제품 구매나 사용과 같은 실행의 정도는 낮은 편이다.
따라서 소비자의 행동특성을 분석하여 마케팅 전략을 수립하는 연구가 필요하며, 이런 관점에서 본 연구는 친환경제품의 구매의도와 구매행동에 영향을 미치는 영향요인을 소비자의 가치관과 소비자의 혁신성으로 제시하고, 이들 요인들 간의 구조적 관계를 설정하고, 매개변수로 친환경 제품에 대한 태도, 친환경 제품에 대한 주관적 규범 그리고 친환경 제품에 대한 지각된 행위통제를 제시한다. 현재까지의 연구는 소비자의 친환경 행동의도를 중심으로 연구되어지고 있으나, 본 연구에서는 친환경 제품의 구매의도와 친환경 제품 구매행동을 적용하였다는 점에서 이론적 기여도가 있다. 또한, 본 연구에서는 소비자의 가치관과 소비자의 혁신성을 사용하여, 그 결과를 마케팅 관점에서의 실무적 시사점을 제시하였다는 점에서 실무적 기여도가 있다.
본 연구는 선행연구를 바탕으로 소비자의 가치관을 이기주의가치관과 이타주의 가치관의 2가지 하위차원으로 나누었으며, 소비자의 혁신성을 추가하였다. 또한, 본 연구는 태도를 친환경 제품에 대한 태도, 친환경 제품에 대한 주관적 규범, 그리고 친환경 제품에 대한 지각된 행동통제가 친환경 제품의 구매의도와 구매행동에 미치는 구조적 관계를 실증 분석하였다. 분석 결과, 본 연구모형의 적합도는 χ2=869.535, df=304, p값=0.000, GFI=0.925, AGFI=0.907, NFI=0.953, CFI=0.969, RMSEA=0.048, RMR=0.052로 나타나 적합한 것으로 나타났다.
한편, 외생변수가 내생변수에 의해서 설명되는 설명력(R2)을 살펴 본 결과, 친환경 제품에 대한 태도는 0.464(46.4%), 친환경 제품에 대한 주관적 규범은 0.301(30.1%), 친환경 제품에 대한 지각된 행동 통제는 0.300(30.0%), 친환경 제품의 구매의도는 0.759(75.9%) 그리고 구매행동은 0.059(5.9%)로 나타났다.
가설 검증 결과, 소비자의 가치관 중 이기주의 가치관은 친환경 제품에 대한 태도에 유의한 영향을 미치지 않았으나, 친환경 제품에 대한 주관적 규범과 친환경 제품에 대한 지각된 행위통제에 유의한 영향을 미치는 것으로 나타났으며, 이타주의 가치관은 친환경 제품에 대한 태도, 친환경 제품에 대한 주관적 규범, 그리고 친환경 제품에 대한 지각된 행위통제에 통계적으로 유의한 영향을 미치는 것으로 나타났다. 소비자의 혁신성은 친환경제품에 대한 태도, 친환경 제품에 대한 주관적 규범, 그리고 친환경 제품에 대한 지각된 행위통제에 유의한 영향을 미치는 것으로 나타났다. 친환경 제품에 대한 태도와 주관적 규범, 그리고 지각된 행위통제는 친환경 제품의 구매의도에 유의한 영향을 미치는 것으로 나타났다. 또한, 친환경 제품에 대한 태도와 친환경 제품에 대한 주관적 규범은 친환경 제품 구매행동에 유의한 영향을 미치지 않는 것으로 나타났으며, 친환경 제품에 대한 지각된 행동통제는 친환경 제품 구매행동에 유의한 영향을 미치는 것으로 나타났다.
소비자의 가치관과 소비자 혁신성이 친환경 제품 구매의도와 친환경 제품 구매행동에 미치는 영향에 대한 연구는 매우 제한적이나, 친환경 제품 구매의도와 구매행동에 대한 실증분석 결과는 정부의 친환경 정책과 캠페인을 효율적으로 관리할 수 있으며, 친환경 제품의 생산 기업이 친환경 제품에 대한 광고 또는 홍보를 보다 효율적으로 할 수 있는 방향을 제시하였다는 점에서 그 의의가 있다.

목차 (Table of Contents)

• 제1장 서 론 1
• 제1절 연구의 배경 1
• 제2절 연구의 목적 6
• 제3절 연구의 방법 및 범위 8
• 제2장 이론적 고찰 10
• 제1절 친환경 제품의 개요 10
• 제2절 가치관 13
• 1. 소비자 가치관 13
• 2. 가치관의 유형 15
• 제3절 혁신성 17
• 제4절 친환경 제품에 대한 태도 19
• 제5절 친환경 제품에 대한 주관적 규범 21
• 제6절 친환경 제품에 대한 지각된 행동통제 23
• 제7절 친환경 제품 구매 의도 25
• 제8절 친환경 제품 구매 행동 27
• 제3장 연구 설계 29
• 제1절 연구모형 29
• 제2절 연구가설 30
• 1. 이기주의 가치관과 친환경 제품에 대한 태도 간의 관계 30
• 2. 이기주의 가치관과 친환경 제품에 대한 주관적 규범 간의 관계 31
• 3. 이기주의 가치관과 친환경 제품에 대한 지각된 행동통제 간의 관계 32
• 4. 이타주의 가치관과 친환경 제품에 대한 태도 간의 관계 32
• 5. 이타주의 가치관과 친환경 제품에 대한 주관적 규범 간의 관계 33
• 6. 이타주의 가치관과 친환경 제품에 대한 지각된 행동통제 간의 관계 34
• 7. 혁신성과 친환경 제품에 대한 태도 간의 관계 35
• 8. 혁신성과 친환경 제품에 대한 주관적 규범 간의 관계 36
• 9. 혁신성과 친환경 제품에 대한 지각된 행동통제 간의 관계 36
• 10. 친환경 제품에 대한 태도와 친환경 제품 구매의도간의 관계 37
• 11. 친환경 제품에 대한 주관적 규범과 친환경 제품 구매의도간의 관계 38
• 12. 친환경 제품에 대한 지각된 행동통제와 친환경 제품 구매의도간의 관계 39
• 13. 친환경 제품에 대한 태도와 친환경 제품 구매행동 간의 관계 40
• 14. 친환경 제품에 대한 주관적 규범과 친환경 제품 구매행동 간의 관계 41
• 15. 친환경 제품에 대한 지각된 행동 통제와 친환경 제품 구매행동 간의 관계 41
• 16. 친환경 제품에 대한 구매의도와 친환경 제품 구매행동 간의 관계 42
• 제3절 조사 설계 43
• 1. 표본설계 43
• 2. 변수의 조작적 정의 및 측정 43
• 3. 통계분석방법 47
• 제4장 실증분석 49
• 제1절 표본의 일반적 특성 49
• 제2절 변수의 신뢰성 및 타당성 분석 52
• 1. 요인 분석과 신뢰도 분석 52
• 2. 측정모형 분석 57
• 3. 상관관계 분석 61
• 제3절 연구가설의 검증 62
• 1. 연구모형의 검증 62
• 2. 연구가설의 검증 63
• 제4절 연구의 토의 및 시사점 69
• 제5장 결 론 73
• 제1절 연구결과의 요약 73
• 제2절 연구의 한계 및 향후 연구과제 75
• 참고문헌 77
• 설문서 112
• ABSTRACT 120

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