ENVIRONMENTAL RESPONSIBILITY: THE ROLE OF REGULATORY FOCUS

Namita Bhatnag,Jane McKay-Nesbitt 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

This research employs two studies to examine the effects of individuals’ (promotion versus prevention) regulatory focus on a variety of environmentally responsible reactions. Results of Study 1 revealed a significant positive correlation between chronic promotion focus and general environmental concern but no significant correlation between chronic prevention focus and environmental concern. Study 2 examined the relationships between an individual’s regulatory focus, both measured and primed, and environmental concern, attitudes toward and intentions to perform environmentally responsible behaviors, and affect toward self and others who did or did not engage in environmentally responsible behaviors. The influence of regulatory fit (i.e., promotion focus & recycle message; prevention focus & reduce message) on these same variables was also investigated. Results showed that participants’ general environmental concern, attitudes toward and intentions to act on specific conservation messaging, and positive emotions toward themselves and others that do respond favorably to the messages intensified as their chronic promotion focus rose. A positive relationship between chronic promotion focus and negative emotions directed at others that do not make an effort to do what the conservation message advocates was also evident. In addition, general environmental concern fully mediated the effect of chronic promotion focus on positive emotions as a result of others’ environmentally responsible actions. Partial mediation via environmental concern also takes place on intentions to follow the message advice and positive emotions directed toward oneself on doing so. Chronic prevention focus was not significantly related with general environmental concern, attitudes toward or intentions to engage in the recommended conservation behavior. As participants’ chronic prevention focus rose however, their negative emotions as a result of they themselves as well as others not following this advice increased. Study 2 also revealed that priming a promotion focus strengthened environmentally responsible attitudes and intentions, and positive emotions toward others that behaved responsibly. Results also showed that a promotion prime also triggered greater negative emotions directed at others that did not behave responsibly. Conversely, a prevention focus prime did not significantly alter attitudes or intentions to do as the conservation message advocated. Further testing revealed greater positive affect toward others’ environmental responsibility as a result of prevention priming. No fit effects between chronic or primed regulatory (promotion or prevention) focus and conservation messages (framed as recycle, reduce, or recycle and reduce) were found in this study however. This lack of effects may have been due to the majority of participants inferring that the conservation messages contained both recycle and reduce components regardless of the type of message they viewed. This work has extended our understanding of Regulatory Focus Theory by demonstrating the relationship of promotion focus to environmental concern and its influence on environmental attitudes and intentions. Our results suggest that environmentally responsible attitudes and intentions may be encouraged by fostering the adoption of a promotion focus. Our results further suggest that fostering a promotion focus may yield both positive affect for self and others who do behave in an environmentally responsible manner and negative affect for self and others who do not behave in an environmentally responsible manner.

Three Decades of Environmental Concern in Korea

Jonghoe Yang 한국사회학회 2012 韓國社會學 Vol.46 No.3

The purpose of this study is to trace and examine the changes occurred in the Korean public’s environmental concern for the past three decades and to explore its social bases. Comparisons of previous survey data reveal that the three competing theories, namely, the environmental degradation theory, the affluence theory, and the globalization theory are only partially true, unable to explain the decline of environmental concern after the year 2000, suggesting a certain degree of validity of constructionist approaches in the Korean context. Cross-sectional analyses of the 2010 KGSS data show that there has been a shift in the social bases of environmental concern since 1990s, with class or stratification variables losing their significance while such horizontal variables as demographic and cultural variables becoming salient in accounting for individual attitudes toward environmental concern.

ENVIRONMENTAL RESPONSIBILITY: THE ROLE OF REGULATORY FOCUS

Namita Bhatnag,Jane McKay-Nesbitt 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.4

This research employs two studies to examine the effects of individuals’ (promotion versus prevention) regulatory focus on a variety of environmentally responsible reactions. Results of Study 1 revealed a significant positive correlation between chronic promotion focus and general environmental concern but no significant correlation between chronic prevention focus and environmental concern. Study 2 examined the relationships between an individual’s regulatory focus, both measured and primed, and environmental concern, attitudes toward and intentions to perform environmentally responsible behaviors, and affect toward self and others who did or did not engage in environmentally responsible behaviors. The influence of regulatory fit (i.e., promotion focus & recycle message; prevention focus & reduce message) on these same variables was also investigated. Results showed that participants’ general environmental concern, attitudes toward and intentions to act on specific conservation messaging, and positive emotions toward themselves and others that do respond favorably to the messages intensified as their chronic promotion focus rose. A positive relationship between chronic promotion focus and negative emotions directed at others that do not make an effort to do what the conservation message advocates was also evident. In addition, general environmental concern fully mediated the effect of chronic promotion focus on positive emotions as a result of others’ environmentally responsible actions. Partial mediation via environmental concern also takes place on intentions to follow the message advice and positive emotions directed toward oneself on doing so. Chronic prevention focus was not significantly related with general environmental concern, attitudes toward or intentions to engage in the recommended conservation behavior. As participants’ chronic prevention focus rose however, their negative emotions as a result of they themselves as well as others not following this advice increased. Study 2 also revealed that priming a promotion focus strengthened environmentally responsible attitudes and intentions, and positive emotions toward others that behaved responsibly. Results also showed that a promotion prime also triggered greater negative emotions directed at others that did not behave responsibly. Conversely, a prevention focus prime did not significantly alter attitudes or intentions to do as the conservation message advocated. Further testing revealed greater positive affect toward others’ environmental responsibility as a result of prevention priming. No fit effects between chronic or primed regulatory (promotion or prevention) focus and conservation messages (framed as recycle, reduce, or recycle and reduce) were found in this study however. This lack of effects may have been due to the majority of participants inferring that the conservation messages contained both recycle and reduce components regardless of the type of message they viewed. This work has extended our understanding of Regulatory Focus Theory by demonstrating the relationship of promotion focus to environmental concern and its influence on environmental attitudes and intentions. Our results suggest that environmentally responsible attitudes and intentions may be encouraged by fostering the adoption of a promotion focus. Our results further suggest that fostering a promotion focus may yield both positive affect for self and others who do behave in an environmentally responsible manner and negative affect for self and others who do not behave in an environmentally responsible manner.

환경관심도, 이타적․이기적 동기, 환경교육경험이 친환경 소비행동에 미치는 영향

조소연,정주원 한국환경교육학회 2022 環境 敎育 Vol.35 No.2

The purposes of this study was to explore the effects of environmental concern, altruistic․selfish motivation and environmental education experience on environment-friendly consumption behavior. An online survey was conducted, through which responses from 580 adults between 20∼59 years of age were collected and used in the final analyses. Descriptive statistics, correlation analyses and hierarchical multiple regression analyses were performed. The results are as follows. First, there was a significant positive correlation between environmental concern, altruistic motivation, selfish motivation, and environment-friendly consumption behavior (purchase, use, disposal). Second, in environment-friendly purchasing behavior, altruistic motivation, environmental concern, selfish motivation, and environmental education experience were found to be influencing factors. Environmental concern and selfish motivation were the influencing factors in environment-friendly use behavior, and altruistic motivation, environmental concern, and environmental education experience were the influencing factors in environment-friendly disposal behavior. This suggests that it is necessary to prepare practical measures to encourage environment-friendly consumption behavior by area. Emphasizing an actual individual benefit is essential to encourage environment-friendly using behavior. On the other hand, to promote an environment-friendly disposal behavior, the advantages of others or the environment should be more stressed. Environmental education should provide an appropriate guideline for each area of environment-friendly consumption behavior.

기능성게임(serious game) 기반 환경캠페인의 광고가치와 환경적 행동의도 연구

김주란(Ju-ran Kim),강승묵(Seung-mook Kang),이기훈(Ki Hoon Lee) 한국광고PR실학회 2018 광고PR실학연구 Vol.11 No.4

본 연구는 기능성게임(serious game) 환경캠페인의 광고가치를 새롭게 규명하고 물질주의적 가치, 환경적 신념, 환경적 관심, 기능성게임 환경캠페인의 광고가치, 환경적 행동의도의 관계를 밝히는 것을 주목적으로 하였다. 본 연구는 기능성게임 환경캠페인의 광고가치의 중요성에 주목하여 20∼30대 남녀 총 324명을 대상으로 전문조사기관에 의뢰하여 설문조사를 실시하였다. 물질주의적 가치는 환경적 신념에 부분적으로 부정적 영향을 주었고, 환경적 신념은 환경적 관심에 대해 모두 유의미한 긍정적 영향을 주는 것으로 나타났다. 환경적 관심은 기능성게임 환경 캠페인의 광고가치에 긍정적인 유의미한 영향을 주는 것으로 나타났으며 광고가치는 환경적 행동의도에 대하여 긍정적인 유의미한 영향을 미치는 것으로 나타나 기능성게임 환경캠페인은 광고가치를 구축하고, 나아가 환경에 대한 직접적·간접적 행동의도로 이어질 수 있어 기능성게임 환경캠페인의 광고효과에 대한 실무적 함의를 얻을 수 있었다. 본 연구 결과는 기능성게임 캠페인의 광고가치에 대한 이론적 틀과 이를 토대로 한 실증적 분석을 학문적·실무적 차원에서 기능성게임 환경캠페인의 광고효과 분석의 출발점을 제공할 수 있을 것이다. This study focuses on how serious game driven environmental campaign works for ad value. It is noteworthy how serious games can be used for purposes beyond entertainment and commercial behaviors. Previous studies presented how serious games can encourage players to learn and perform social behaviors. Specifically, the study investigates key questions about the relationship between materialistic value, environmental beliefs, environmental concern, ad value of serious game campaign, environmental behavior intention by surveying 324 participants. The study clarified the ad value of serious game campaigns and its antecedents and outcomes. The results indicated materialistic value positively influenced environmental beliefs. environmental beliefs positively influenced environmental concern. Environmental concern had positive effects on ad value of a serious game campaign. Ad value had positive effects on environmental direct, indirect behavior intentions The study regarding vital roles of ad value of serious game driven environmental campaigns would offer the implications for advertising academics and practitioners.

소비자의 참을성 성향이 친환경제품 구매 및 소비 행동에 미치는 영향 연구

임미자(Im, Meeja),주우진(Chu, Wujin) 한국마케팅학회 2019 마케팅연구 Vol.34 No.1

환경문제는 대부분 인간의 행동에서 기인한다. 따라서 인간의 행동 변화를 가져오는 것이 요구되며, 이러한 행동변화에의 영향 요인이 무엇인지에 대한 연구는 매우 중요하다. 친환경 성향(혹은 친환경 태도)는 친환경 행동의 중요한 동기이나 친환경 성향이 친환경 행동의 분산을 모두 설명하지는 못한다. 친환경 행동은 행동의 변화 및 불편함을 요구하기 때문이다. 본 연구는 친환경 성향 이외에 소비자 개인의 참을성 성향이 친환경제품 구매 행동에 영향을 미친다는 점을 조사하였다. 일반제품 소비자 집단(N=164)과 친환경전기차 소비자 집단(N=177), 친환경세제 소비자 집단(N=168)이 분석에 이용되었다. 연구 결과, 소비자의 참을성 성향과 친환경제품 구매의사 및 친환경제품 만족도에는 유의한 정(+)의 상관관계가 있었다. 그리고 소비자의 참을성 성향과 친환경 성향은 정(+)의 상관관계를 가지고 있었으며 참을성 성향은 친환경 성향을 통제하고도 친환경제품 만족도에 유의한 영향을 미쳤다. 또한 친환경제품 만족도에는 친환경 성향과 참을성 성향의 상호작용이 영향을 미치는 것이 확인되었다. 친환경 성향이 높은 그룹에서는 참을성 성향의 고/저에 관계없이 만족도가 높았으나, 친환경 성향이 낮은 그룹에서는 참을성의 고저에 따라 큰 차이를 보였다. 그리고 소비자의 참을성 성향은 친환경제품에서 일반제품보다 더 높게 나타났다. 본 연구는 친환경제품 구매 행동에 대한 개인적 특성 변수의 영향을 새롭게 밝혔다는 점에서 그 공헌이 있다. Environmental problems are mostly caused by human behavior. Therefore, if changes in environmental outcomes are desired, it is necessary to change human behavior. Also, before one can bring about behavioral change, it is imperative to first understand the factors that influence behavior in the first place. Previous research has shown that pro-environmental behavior is affected by two main streams of factors. One of the factors has stressed the importance of values and norms; and the other placed greater importance on economic benefits and convenience. It has also been shown that the gap between environmental concern and actual pro-environmental behavior is caused by a person’s aversion to discomfort. Psychological factors identified in the literature as affecting pro-environmental behavior were openness, cooperative behavior, future-orientation, goal-directedness, interdependent self-construal, self-efficacy, and sense of control. In this study, we propose that patience can be an important factor in explaining purchase intention and usage satisfaction of environmentally-friendly products. Analysis was conducted by collecting survey data from three groups: electric car owners (N=177), environmentallyfriendly detergent users (N=168), and general consumers (N=164). We show that higher level of patience leads to greater purchase intention and usage satisfaction, after controlling for the differences in environmental concern. Further, there is an interaction effect of patience and environmental concern on usage satisfaction: more patience led to greater satisfaction for the low-environmental concern group, while it had no effect on the high-environmental concern group. Also, measured patience was higher in the environmentally-friendly product consumer sample than in the general consumer sample. The theoretical contribution of the study is the discovery of patience as a new psychological variable that affects pro-environmental behavior. Implications for business and policy makers regarding consumer education and communication are discussed.

환경의식의 종합적 측정을 위한 설문지 개발

우형택,문연화 대구효성가톨릭대학교 1998 연구논문집 Vol.58 No.2

With respect to the increasing importance of understanding our environmental concerns, this study was conducted to develop the questionnaire for the comprehensive and objective measurement of environmental concerns and test its reliability. The major research methods taken include the design of environmental questionnaire based on literature review and related theories, and the process of increasing the reliability of developed questionnaire through the repetition of reliability analysis. The total of 3 surveys were conducted and the total of 510 persons including diverse sample groups were questionnaired. The SAS PC+ package program was used in the reliability analysis of surveyed data. The first designed questionnaire consisted of 50 items including 25 items related to environmental pollution and 25 items related to nature conservation, reflecting various factors of environmental concerns. The result of the first reliability analysis showed that Cronbach-αfor the total was 0.75. To increase the reliability, items having low correlation with the total were eliminated, corrected, or revised. The reliability of redesigned questionnaire consisting of 46 items was significantly improved to the level of Cronbach-α0.88, the high reliability of measurement. In the second reliability analysis, 11 items were further revised and corrected to develop the questionnaire having the very high reliability. The reliability of the finalized questionnaire was further increased to the level of Cronbach-α0.92.

Three Decades of Environmental Concern in Korea: General Trend and Social Bases

양종회 한국사회학회 2012 韓國社會學 Vol.46 No.3

The purpose of this study is to trace and examine the changes occurred in the Korean public’s environmental concern for the past three decades and to explore its social bases. Comparisons of previous survey data reveal that the three competing theories, namely, the environmental degradation theory, the affluence theory, and the globalization theory are only partially true,unable to explain the decline of environmental concern after the year 2000, suggesting a certain degree of validity of constructionist approaches in the Korean context. Cross-sectional analyses of the 2010 KGSS data show that there has been a shift in the social bases of environmental concern since 1990s, with class or stratification variables losing their significance while such horizontal variables as demographic and cultural variables becoming salient in accounting for individual attitudes toward environmental concern.

The Influence of Environmental Concern and Green Fashion Advertisements on Consumer Behavior: Chinese vs. Korean

Hang Shi,Yu Hua Cui 한국패션비즈니스학회 2018 패션 비즈니스 Vol.22 No.6

Recently, issues on the environment, which have become key bottlenecks relative to sustainable economic development, have generated common concern. However, relatively scant research has been devoted to consideration of relations between consumers’ environmental concern, green fashion advertisement value, and green consumption. In this study, using structural equation modeling (SEM), effects of environmental concern, perceived green fashion advertisement value, and attitude towards green fashion advertisements, on ecological purchases and their interrelationships are investigated. A model is constructed to link aforementioned constructs. Data, was collected through a questionnaire-based online survey (www.sojump.com) of 260 Korean consumers and 260 Chinese consumers. Findings suggest that environmental concern can improve their perception of green advertisement value. One of the findings showed strong positive relationship among green advertisement value, positive attitude, and purchase intention towards green fashion advertisement, while environmental concern negatively influenced their attitude towards green fashion advertisements. It suggests that if companies adopt green advertising strategies, environmentally-conscious consumers are willing to pay more, to purchase green fashion goods in to satisfy their needs. We should put more effort in educating consumers about environmental issues, to raise the level of environmental awareness and satisfy their concerns relative to green fashion goods. Conversely, there is significant positive relationship with the moderating effect of consumers’ nationality in all paths, so results above would make significant contributions to green literature, and would also contribute to advertisement strategy implications as well. Especially fashion marketers, an use accurate and fair environmental claims in their advertisements to increase sale and profits.

How Firms Respond to Growing Environmental Concerns? The Choice of CSR and Long-Term Performance

이규민,이종선,배종태 한국경영학회 2019 經營學硏究 Vol.48 No.3

Corporate managers have used CSR to offset corporate social irresponsibility. However, few studies have investigated whether firms solve their irresponsibility issues directly. Moreover, CSR research has lumped together all kinds of social behaviors under “CSR.” This paper examines whether firms confront their negative environmental issues and try to solve them through CSR. To this end, we classify the CSR that firms can choose after environmental irresponsibility into three types: (i) direct CSR, which is environment-related CSR; (ii) indirect CSR, which is irrelevant to environmental concerns; and (iii) no CSR. In addition, we investigate whether firms trying to alleviate environmental concerns through environmental CSR enjoy higher long-term profitability. The study results show that the more firms suffered from environmental concerns, the more they preferred environment-related CSR over all other types. This preference became stronger when the degree of related diversification increased and weaker when the degree of unrelated diversification increased. Finally, we find that firms that implement direct CSR or directly address negative environmental concerns through environmental CSR will enjoy higher future profitability than will firms that implement indirect CSR and disregard environmental concerns.