친환경 행동의도 및 친환경 소비의도에 영향을 주는 요인에 대한 탐색적 연구: 규범과 동기를 중심으로 = Determinants of Pro-environmental Behavior and Environmental Consumerism: Focusing on Norm and Motivation

다국어 초록 (Multilingual Abstract)

This study explored the influence of norms and motivations on pro-environmental behavior and environmental consumerism. Norms were divided into subjective norm and moral norm. The subjective norm is an individual``s perception of whether people important to the individual think pro-environmental behavior should be performed, on the other hand the moral norm means individual``s internalized value about environment. In research question 1, we investigated the relationship between two types of norms and proenvironmental behavior in causal modeling approach. The result showed that the moral norm had more positive influence on pro-environmental behavior than the subjective norm. In research question 2, we investigated the relationship between motivation and pro-environmental behavior. Motivation was divided into implicit and explicit motivation. The result showed that the explicit motivation had no effect on pro-environmental behavior, but the implicit motivation was effective. In research question 3, we analyzed a model integrating variables used in research question 1 and 2 excluding the explicit motivation. The result showed that the relative influence of subjective norm decreased in comparison with moral norm and implicit motivation. This study give an implication that pro-environmental behavior is affected by an individual``s internalized value and psychological satisfaction of environmental protection.

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