지속가능한 패션제품에 대한 소비가치가 구매의도에 미치는 영향 연구 : 계획된 행위이론(TPB)을 기반으로 = A Study on the Impact of the Consumption Value of Sustainable Fashion Products on Purchase Intention

국문 초록 (Abstract)

세계 경제와 과학기술이 빠르게 발전하는 과정에서 인류는 대량의 자
원을 소비하고 생태 환경을 크게 훼손하고 있다. 그중에서 패션산업은
석유 산업 다음으로 세계에서 두 번째로 심하게 환경오염을 일으키는 산
업이며, 이로 인해 오늘날 패션산업은 큰 위기와 도전에 직면해 있다. 환경문제에 관한 관심과 사회적 책임이 점차 높아짐에 따라 자신이 구
매하는 패션제품이 지속가능한 기준을 충족하는지에 대해 관심을 갖는
소비자들이 늘어나고 있다. 소비자들의 쇼핑 결정은 제품의 친환경성과
사회적 책임, 그리고 윤리적 생산 등의 요인에 의해 영향을 받게 되는데
최근, 환경보호를 위해 지속가능한 패션제품이 점차 사람들로부터 인정
을 받고 있다. 특히 경제적으로 발전되고 고학력자들이 많이 생활하는
도시에서는 친환경 소비라는 개념이 점차 대중화되고 있으며 일부 대학
생 소비자 계층은 지속가능한 패션제품 구매에 큰 관심을 보이고 있다. 따라서 연구자는 지속가능한 패션제품에 대한 해당 소비자들의 소비
행동에 대해 더 심도 있는 연구를 진행할 필요가 있다고 판단하였다. 이에 본 연구에서는 계획된 행위이론에 기반하여 한국과 중국 대학생
을 대상으로 지속가능한 패션제품의 소비가치가 소비자의 구매의도에 미
치는 영향에 대해 고찰하고자 한다. 나아가 한국과 중국 대학생의 소비
가치가 지속가능한 패션제품 구매의도에 미치는 영향의 차이를 비교 및
분석하고 남성과 여성의 소비가치가 구매의도에 미치는 영향의 차이를
대해 분석함으로써 중국과 한국의 지속가능한 패션제품 시장 반응을 평
가하고 패션 기업이 지속가능한 패션제품을 올바르게 포지셔닝할 수 있
도록 정보를 제공하며 지속가능한 패션제품의 미래 발전 방향에 대한 이
론적 근거를 제공하는 것이 본 연구의 목적이다. 이를 위하여 본 연구는 연구목적에 부합하기 위해 부산지역은 2024년
9월 7일부터 9월 11일까지 직접조사를 통해 총 650부를 회수하였다. 중
국 광저우(广州)지역의 설문조사는 2024년 9월 5일 부터 9월 10일 동안
문권성(問卷星: 중국 조사사이트)으로 설문지를 배포해 총740부를 회수하
였다. 중국과 한국 대학생 1,390명을 대상으로 설문조사를 진행하였다. 한국에서의 설문조사는 부산시 거주 대학생을 대상으로 진행하였고 중국
에서의 설문조사는 광저우시(广州市) 거주 대학생을 대상으로 설문조사
를 진행하였다. 설문조사 방법은 한국은 직접조사 방식으로 진행하였고 중국은 리서치
사이트(問卷星)를 이용한 온라인 설문조사 방식으로 진행하였다. 연구목적 달성을 위해 국내외 다양한 문헌과 선행연구를 통해 소비가
치(기능적 가치, 사회적 가치, 감정적 가치, 진귀적 가치, 윤리적 가치),
주관적 규범, 태도, 지각된 행동 통제, 구매의도, 환경관심의 이론적 근
거를 마련하고 이를 바탕으로 실증연구를 진행하여 연구모형 검증과 연
구 가설을 수립하였다. 가설검증을 위한 실증분석은 선행연구를 통해 설문 문항의 적합성을
확인한 후 한국과 중국의 대학생을 대상으로 설문지를 배포하고 수집된
설문자료를 기초로 하였다. 한국에서의 설문조사는 남학생 276명, 여학
생 316명 등 총 592명의 유효 설문지를 분석하였고, 중국에서의 설문조
사는 남학생 356명, 여학생 360명 등 총 716명의 유효 설문지를 분석하
였다. 수집된 설문자료 1,308부(한국 592부, 중국 716부)는 SPSS 26.0과
AMOS 26.0을 이용하여 실증분석을 진행하였다. 수집된 설문조사 데이터는 실증분석을 진행하고 빈도분석을 통해 표본
의 특성을 파악하고 기술통계분석을 진행하여 변수의 정규성을 검토하였
다. 측정 문항의 신뢰성 검증은 계수를 사용하여 Cronbach's α를 파악
하고 구성타당도 검증은 요인분석을 통해 각 설문조사 측정 문항이 본
연구의 개념을 명확하게 반영하고 있음을 확인하였다. 변수 간 상관분석
을 통해 변수 간 판별 구성타당도와 다중공선성 문제를 진단하였다. 정
제된 측정 문항을 바탕으로 Amos와 Spss의 process 플러그인을 가설검
증으로 하여 구조방정식 모형분석과 조절효과 검증을 진행하였다. 마지
막으로 실증통계 분석결과를 바탕으로 연구결과의 현실적 의의와 본 연
구의 한계 및 후속 연구의 과제를 정리하였다. 본 연구의 실증 분석 결과는 다음과 같다. 우선 독립변수는 기능적 가치, 사회적 가치, 감정적 가치, 진귀적 가치, 윤리적 가치의 5가지 하위 요소로 구성되며 매개변수는 TPB 모델 구축
을 위한 주관적 규범, 태도, 지각된 행동 제어의 3가지 요소로 구성되며
종속변수는 구매의도로 구성되고 조절변수는 환경관심으로 구성되었다. 구성 개념에 대한 신뢰성과 판별 타당성 모두 기준치에 부합하였고 가
설검증을 위해 이론적으로 제시된 연구모형의 적합도를 확인하였으며 결
과는 전반적으로 만족스러운 수준이었다. 둘째, 소비가치가 계획된 행위의 주관적 규범, 태도, 지각된 행동 통제
에 미치는 영향 관계는 소비가치의 하위요인(기능적 가치, 사회적 가치, 감정적 가치, 진귀적 가치, 윤리적 가치)이 계획된 행위의 주관적 규범, 태도 및 지각된 행동 통제에 긍정적인 영향을 미치는 것으로 나타났다.
그 가운데 사회적 가치와 윤리적 가치는 계획된 행위의 주관적 규범
에 더 큰 영향을 미치고 감정적 가치는 태도에 가장 큰 영향을 미쳤으
며, 윤리적 가치와 기능적 가치가 그 다음 순이고 사회적 가치와 진귀적
가치는 거의 영향을 미치지 않으며 기능적 가치는 지각된 행동 통제에
가장 큰 영향을 미치는 것으로 나타났다. 셋째, 계획된 행위의 주관적 규범, 태도, 지각된 행동 통제가 구매의도
에 미치는 영향 관계는 계획된 행위의 주관적 규범, 태도, 지각된 행동
통제가 구매의도에 긍정적인 영향을 미치는 것으로 나타났다. 계획된 행
위의 지각된 행동 통제가 구매의도에 가장 큰 영향을 미치는 것으로 나
타났다. 넷째, 소비가치가 구매의도에 미치는 영향 관계는 소비가치의 하위요
인인 기능적 가치, 사회적 가치, 감정적 가치, 진귀적 가치, 윤리적 가치
가 구매의도에 긍정적인 영향을 미치는 것으로 나타났다. 사회적 가치가
구매의도에 가장 큰 영향을 미쳤고, 기능적 가치와 윤리적 가치가 그 다
음 순이고, 감정적 가치와 진귀적 가치의 영향은 상대적으로 영향력이
적게 미치는 것으로 나타났다. 다섯째, 소비가치와 구매의도 사이의 환경관심 조절관계는 환경관심이
소비가치와 구매의도 사이에서 긍정적인 조절효과를 한다는것으로 나타
났다. 마지막으로 한국과 중국 소비자의 소비가치가 구매의도에 미치는 영향
에 차이가 있었으며, 성별에 따라 소비가치가 구매의도에 미치는 영향도
차이가 나타났다. 본 연구는 상기와 같은 학술적 성과에도 불구하고 설문지역이 특정지
역에 집중되어 있어 설문지를 통한 정성평가 결과와 구성변수 측정의 항
목 제한 등 한계가 있어 향후 연구에서 이러한 부분에 대한 개선연구를
진행한다면 보다 더 현실적인 연구결과를 도출할 수 있을 것으로 기대하
였다.

다국어 초록 (Multilingual Abstract)

With the rapid development of the global economy and the great
progress of modern science and technology, human society has
consumed a lot of resources in the process of rapid development,
which has greatly damaged the ecological environment. The fashion
industry has become the world's second largest polluting industry after
the oil industry. Today, the fashion industry is facing huge crises and
challenges.
As people pay more attention to environmental issues and social
responsibilities, more and more consumers begin to pay attention to
whether the fashion products they buy meet sustainable standards.
Consumers' shopp.ing decisions are affected by factors such as the
environmental friendliness, social responsibility and ethical production
of the products. Moreover, sustainable fashion products are gradually
recognized by everyone. Especially in economically developed and
educated cities, the concept of environmentally friendly consumption is
becoming more and more popular. Some college student consumer
groups have shown great interest in buying sustainable fashion
products, and believe that it is necessary to conduct a more in-depth
study on their consumption behavior of sustainable fashion products.
Therefore, based on the theory of planned behavior, this study
takes Korean and Chinese college students as the subjects to explore
the impact of the consumption value of sustainable fashion products
on consumer purchase intentions, and verify the moderating effect of
environmental concern on consumption value and purchase intention.
Then judge the market response of sustainable fashion products in
China and evaluate the relationship between sustainable fashion
consumers and sustainable fashion products at present, aiming to
provide information for fashion companies in the correct positioning of
sustainable fashion products, while providing a theoretical basis for the
future development direction of sustainable fashion products.
Therefore, in order to meet the research purpose, a total of 650
questionnaires were collected in Busan from September 7 to
September 11, 2024. The questionnaires in Guangzhou, China were
distributed from September 5 to September 10, 2024, using the
questionnaire star (Chinese Survey Network), and a total of 740
questionnaires were collected.
The questionnaire survey method was conducted in South Korea by
direct survey, and in China by online questionnaire survey using the
survey website (Questionnaire Star).
In order to achieve the purpose of the study, various domestic and
foreign literature and preliminary studies are used to provide
theoretical basis for consumption value (functional value, social value,
emotional value, precious value, ethical value), subjective norms,
attitudes, behavioral perception control, purchase intention,
environmental concern, etc. On this basis, empirical research is
conducted to establish research model verification and research
hypotheses.
The empirical analysis of hypothesis testing is to issue questionnaires
to Chinese and Korean college students after confirming the
app.licability of the questionnaire through preliminary research, and
then conduct the questionnaire test based on the collected
questionnaire data. The Korean survey analyzed a total of 592 valid
questionnaires, including 276 boys and 316 girls, and the Chinese
survey analyzed a total of 716 valid questionnaires, including 356 boys
and 360 girls. SPSS26.0 and AMOS26.0 were used to conduct empirical
analysis on the 1,308 survey data collected (592 in Korea and 716 in
China).
The collected survey data were empirically analyzed, the sample
characteristics were determined by frequency analysis, and descriptive
statistical analysis was performed to review the normality of the
variables. The reliability of the measurement questions was verified by
using coefficients to determine Cronbach's α, and the app.ropriateness
of the composition was verified by factor analysis to confirm that
each survey measurement question clearly reflected the concept of
this study. Through inter-variable correlation analysis, the
app.ropriateness of the discriminant composition and multicollinearity
problems between variables were diagnosed. Based on the refined
measurement questions, the processing plug-ins of Amos and Spss
were used as hypothesis verification to conduct structural equation
model analysis and moderation effect verification. Finally, based on the
results of empirical statistical analysis, the practical significance of the
research results, the limitations of this study, and the challenges of
subsequent research were summarized.
The results of the empirical analysis in this study are as follows.
First, the independent variables are composed of five sub-factors:
functional value, social value, emotional value, precious value, and
ethical value. The parameters are composed of three factors:
subjective norms, attitudes, and perceived behavioral control for
establishing the TPB model. The dependent variable is composed of
purchase intention, and the moderating variable is composed of
environmental concern.
The reliability and discriminant feasibility of the composition concept
are in line with the standard value, confirming the fitness of the
research model theoretically proposed for hypothesis verification, and
the results are generally satisfactory.
Secondly, the relationship between the influence of consumption
value on the subjective norm, attitude, and perceived behavior control
of planned behavior shows that the lower factors of consumption
value (functional value, social value, emotional value, precious value,
and ethical value) have a positive impact on the subjective norm,
attitude, and perceived behavior control of planned behavior.
Among them, social value and ethical value have a greater impact
on the subjective norm of planned behavior, emotional value has the
greatest impact on attitude, followed by ethical value and functional
value, social value and precious value have a smaller impact, and
functional value has the greatest impact on perceived behavior
control.
Thirdly, the relationship between the subjective norm, attitude, and
late behavior control of planned behavior and purchase intention
shows that the subjective norm, attitude, and late behavior control of
planned behavior have a positive impact on purchase intention. The
survey shows that the planned behavior late behavior control has the
greatest impact on purchase intention.
Fourthly, the relationship between the influence of consumption
value on purchase intention shows that functional value, social value,
emotional value, precious value, and ethical value, as a sub-factor of
consumption value, have a positive impact on purchase intention.
Social value has the greatest impact on purchase intention, followed
by functional value and ethical value, and emotional value and
precious value have relatively small impact.
Fifth, the regulatory relationship between consumption value and
purchase intention shows that environmental concern plays a positive
regulatory role between consumption value and purchase intention.
Finally, there are differences in the impact of consumption value on
purchase intention between Korean and Chinese consumers, and there
are also differences in the impact of consumption value on purchase
intention between different genders.
Although this study has achieved the above academic results, due to
the concentration of the questionnaire survey area in a specific area,
there are limitations such as the qualitative evaluation results obtained
through the questionnaire and the limitation of the measurement items
of the constituent variables. Therefore, if these parts are improved in
future research, it is expected to obtain more realistic research
results.

목차 (Table of Contents)

• I. 서　론
• 1. 연구배경 및 연구목적 ····································································· 1
• 2. 연구방법 및 연구내용 ····································································· 4
• 3. 연구흐름도 ························································································· 7
• Ⅱ.이론적 배경
• 1. 지속가능한 패션제품 ·······································································8 　　
• 1.1 지속가능한 패션제품의 개념 ·······························································8 　　
• 1.2 중국의 지속가능한 패션제품의 현황 ··············································13 　　
• 1.3 해외의 지속가능한 패션제품의 현황 ·············································· 16
• 2. 소비가치 ···························································································20 　　
• 2.1. Sheth의 소비가치이론 ·······································································20 　　
• 2.2. 소비가치의 개념 ·················································································34 　　
• 2.3. 소비가치의 선행연구 ········································································· 36
• 2.4. 소비가치의 연구 흐름 ······································································· 41
• 3. 계획된 행위이론 ·············································································· 45
• 3.1. 계획된 행위이론의 개념 ····································································45 　　
• 3.2. 계획된 행위이론의 선행연구 ··························································· 57
• 4. 구매의도 ···························································································62 　　
• 4.1 구매의도의 개념 ··················································································62 　　
• 4.2 구매의도의 선행연구 ·········································································· 65
• 5. 환경관심 ···························································································68 　　
• 5.1 환경관심의 개념 ··················································································68 　　
• 5.2 환경관심의 선행연구 ·········································································· 71
• Ⅲ. 연구설계
• 1. 연구모형 및 가설 ············································································ 75
• 1.1 연구모형 ·································································································75 　　
• 1.2 연구가설 설정 ······················································································ 76
• 2. 연구대상 및 측정도구 ··································································· 80
• 2.1 연구대상 ·································································································80 　　
• 2.2 측정도구 ································································································ 81
• 3. 자료처리 및 분석 방법 ································································· 85
• Ⅳ. 실증분석
• 1. 표본의 특성 분석 ····························································································86 　
• 1.1 인구통계학 특징 ···················································································86 　
• 1.2 일반적 특성 ····································································································89 　
• 1.3 인구통계학 변수와 구매의도의 차이 검정 ···································· 93
• 2. 신뢰성 및 타당성 분석 ················································································94 　
• 2.1 측정의 신뢰성 분석 ·············································································94 　
• 2.2 변수의 타당성 분석 ······················································································· 95
• 3. 확인적 요인분석 ············································································ 101
• 4. 상관관계 분석 ··············································································· 105
• 5. 가설검증 ························································································· 107
• Ⅴ. 결론
• 1. 연구요약 및 연구시사점 ······························································153 　
• 1.1 연구요약 ······························································································153 　
• 1.2 연구 결과의 시사점 ·········································································· 162
• 2. 연구의 한계 및 향후 연구 방향 ··············································· 164
• ▪참고문헌
• ▪부록 : 설문지 (한국어, 중국어)
• ▪Abstract
• ▪중문요약