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Consumers' Value-in-Behavior and Practice of Pro-social Consumption: Focused on Moderating Effect of Social Capital

친사회적 소비에 대한 소비자의 행동적 가치인식과 실천행동: 사회적 자본의 조절효과를 중심으로

  • 황혜선 (성균관대학교 소비자가족학과)
  • Received : 2019.05.27
  • Accepted : 2019.06.13
  • Published : 2019.09.28

Abstract

This study examined the effects of value-in-behavior toward pro-social consumption behavior on consumers' pro-social practices and the moderating effects of consumer's social capital based on trust and reciprocity that enhances collective actions to seek socially common values. The result showed that the value-in-behavior toward pro-social consumption was positive in general, and altruistic value was the highest, followed by emotional value, social value, and functional value. The pro-social behaviors of age groups were significantly different. In all pro-social behaviors, the older group was more active, except for the rejection of the unfair business. The result also showed that the functional value and emotional value have significant effects on consumer's pro-social practices. The interaction effects between trust and emotional value and between reciprocity and functional value were significant. Based on these results, the theoretical and practical implications for facilitating the transition to the direction of consumer's role in making positive social impacts.

Keywords

Sustainable Society;Pro-social Consumption;Value-in-behavior;Social Capital

Acknowledgement

Supported by : 성균관대학교

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