Consumer's Safety Consciousness and Safety Seeking Behavior

소비자의 안전의식과 안전추구행동

This research focuses the safety problems for consumers with the viewpoint of behaviorism. Specially three issues are addressed: 1) Variables influencing the consumer's safety consciousness 2) The comparision of consumer's safety seeking behavior according to the product type 3) The relation of variables influencing the consumer's safety-seeking behaviors. In this paper, I deal with mainly the gas products and agricultural products and then observe the consumers' reaction for those two products concerning to the consumer's safety problem. For this purpose, I distributed the questionnaire to the residents I Seoul and suburban area of age between 20 and 60 years old. As a result, consumers put high values and concerns on general safety, but have quite negative concepts on society's safety problems generally. It was found that the consciousness on this problem was higher among those people who were reading journals for consumers, who have high education or high incomes, or who were unemployed house wives. In gas products, the level of consumer's safety seeking behavior and subareas were higher than in agricultural products. In the matter of the variables which affect the consumer's safety seeking behavior directly, those were safety consciousness variables and experience of reading journal for consumer in gas products, and safety consciousness vatiabls, consumer education experience, experience of injury, being employed and being married in agricultural products. Also as the result of path analysis, experience of reading journal for consumer, being employed, education and income level influenced indirectly the consumer safety seeking behavior.