Earticle

초록

한국어

본 연구는 윤리적 소비와 관련된 선행연구를 통해 가장 영향력 있는 변수를 도출해내고 이를 바탕으로 윤리적 소비 의도를 가장 잘 설명할 수 있는 모형을 제시하고자 한다. 첫째, 윤리적 소비를 설명하는데 있어 Shaw와 Shiu(2002)의 수정된 계획 행위이론에서 지각된 행동통제를 제외하고 정서적인 측면을 고려한 긍정적 예기정서를 반영한 수정된 합리적 행위이론을 적용하여 윤리적 소비에 대한 태도, 주관적 규범, 윤리적 의무 및 자아 동일시 변수 외에 보다 윤리적 소비를 잘 설명할 수 있는 이타주의 및 긍정적 예기정서 변수를 추가하여 통합된 관점의 윤리적 소비모형을 제안하고자 한다. 둘째, 윤리적 소비에서 윤리적 제품에 대한 신뢰정도에 따라 윤리적 소비모형에서 변수간의 관계가 어떻게 나타나는지를 검정하였다. 연구의 결과를 살펴보면 첫째, 윤리적 의무는 윤리적 소비에 대한 태도와 윤리적 소비의도에 모두 유의한 영향을 미치는 것으로 나타났다. 둘째, 자아정체성은 윤리적 소비에 대한 태도에만 유의한 영향을 미치는 것으로 나타났다. 셋째, 이타주의는 윤리적 소비에 대한 태도와 윤리적 소비의도에 모두 유의한 영향을 미치는 것으로 나타났다. 넷째, 윤리적 소비에 대한 태도와 윤리적 소비에 대한 긍정적 예기정서는 윤리적 소비의도에 유의한 영향을 미치는 것으로 나타났다. 끝으로 윤리적 제품에 대한 신뢰 정도에 따라 윤리적 소비모형의 각 변수간의 관계가 다르게 나타나 신뢰는 조절효과를 나타낸다고 할 수 있다

영어

The purposes of this study are to investigate major factors to influence the consumer's attitude and purchase intention on the ethical products and to analyze the casual relationship among ethical obligation, self-identification, altruism, attitude, subjective norm, positive affection and ethical consumption intention. For the theoretical model of ethical consumer decision-making, this study is based on the modified theory of reasoned action including some variables such as ethical obligation, self-identification, positive affection. Data has been collected from 343 respondents for this study using a questionnaire method. The survey was done for 37 days from June, 2012 through July, 2012. The positive analysis was done with visual PLS program using the reliability analysis, factor analysis, correlation analysis, bootstrap path analysis and so on. The following study results were revealed: First, ethical obligation, self-identification and altruism were related positively to attitude. Second, ethical obligation and altruism were related positively to ethical consumption intention. Finally, attitude and positive affection were related positively to ethical consumption intention. In conclusion, marketing implications for practice can be derived from based on result of this study. There are implications, both theoretical and practical, that arise from this study. First, from a theoretical point of view, this study, based on TRA as the theoretical backbone, aimed to verify the factors affecting the attitude and behavioral intention regarding ethical consumption, so as to develop an extended model of ethical consumption. It was anticipated that this attempt will be able to entail fertile discussions on the theoretical merits of incorporating TRA in modeling ethical consumption. Specifically, the study’s conceptual model may add to the variety of conceptual models that capitalize on personal beliefs and emotionality to explain ethical consumption. The most noteworthy of this new model is the inclusion of an emotional element as the result confirmed it to be influential on ethical consumption intention. Also, the significant roles of three personal values (ethical obligation, self identity, and altruism) on attitude as well as intention toward ethical consumption point to the usefulness of incorporating these underlying dimensions of ethical consumption. Second, there are several practical implications that arise from the study result. Since the purchase of ethical products involves considerations of critical elements for sustainable consumption, such as health, environment and others’ welfare, firms need to publicize and educate the public about the societal benefits to be gained from participating in ethical consumption. Empowered with such public awareness, firms can enhance their social reputation and public image as a responsible corporate citizen, which may lead to increased sales. Also, firms need to develop new marketing tactics or products featuring ethical appeals, which will reinforce ethical beliefs or personal values associated with ethical consumption. For instance, firms may implement storytelling ad tactics in order to personalize ad copies that are designed to inspire buyer’s ethical obligation or altruism. Another way to increase sales of ethical products would be to segment the market based on demographic or lifestyle variables in orderto identify target consumer groups, which would be receptive to ethical appeals. Third, the finding that positive anticipated affection was able to predict ethical consumption intention sheds some insights into the importance of instituting emotional elements in modeling ethical consumption behavior. Previously, the emotional element was found influential in predicting weight control (Perugini and Bagozzi, 2001) and traffic violation (Parker et al., 1996) and internet purchase behavior (Park, 2010) in the context of TPB-based models; however, it was not previously tested in the ethical consumption context. Therefore, the study result provides a theoretical implication about the usefulness of employing affection variable in the studies of ethical consumption. On the practical side, firms marketing ethical products may find it helpful to use ads which invoke positive feelings associated with ethical consumption, such as self-gratification, happiness and subjective well-being.

목차

국문 요약
 Ⅰ. 서론
 Ⅱ. 이론적 배경
  2.1 합리적 행위이론과 계획된 행동이론
  2.2 윤리적 소비
  2.3 윤리적 소비의 영향변수
  2.4 신뢰
 Ⅲ. 연구모형
  3.1 연구모형
  3.2 가설설정
 Ⅳ. 실증분석
  4.1 자료의 수집과 인구통계적 특성
  4.2 측정문항구성 및 선행연구
  4.3 측정모델 분석
  4.4 신뢰성 및 타당성
  4.5 상관분석
  4.6 구조모델 검정
  4.7 제품신뢰 정도에 따른 구조모형 분석
  4.8 실증분석결과의 정리
 Ⅴ. 결론과 시사점
 참고문헌
 Abstract

저자

• 오종철 [ Oh, Jong-Chul | 안산대학교 경영학과 조교수 ]

참고문헌