디지털융복합연구 (Journal of Digital Convergence)

  • 제14권1호
  • /
  • Pages.151-161
  • /
  • 2016
  • /
  • 2713-6434(pISSN)
  • /
  • 2713-6442(eISSN)
한국디지털정책학회 (The Society of Digital Policy and Management)
권호 표지
DOI QR코드

DOI QR Code

빅 데이터를 활용한 친환경행동 특성에 관한 연구: 대용량 그린카드 거래데이터를 중심으로

A Study on Characteristics of Eco-friendly Behaviors using Big Data: Focusing on the Customer Sales Data of Green Card

  • 임미선 (서강대학교 경영대학 글로벌서비스경영학과) ;
  • 김진화 (서강대학교 경영대학 경영학부) ;
  • 변현수 (국립 한국교통대학교 행정정보학)
  • Lim, Mi Sun (Global Service Management, School of Business, Sogang University) ;
  • Kim, Jinhwa (School of Business, Sogang University) ;
  • Byeon, Hyeonsu (Korea National University of Transportation)
  • 투고 : 2015.11.30
  • 심사 : 2016.01.20
  • 발행 : 2016.01.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

최근 기후변화, 환경오염 등이 일상에 미치는 영향이 커지고 있으며, 이들 문제를 해결하기 위한 정책의 일환으로 정부는 누구나 쉽게 친환경행동을 실천할 수 있도록 동기를 부여하기 위해 2011년 7월 그린카드제도를 도입하였다. 개인과 가정이 환경문제를 현실 문제로 인식하고 적극적으로 실천하도록 하기 위해서는 끊임없이 변하는 소비자 행동패턴 데이터를 얻고, 이에 맞추어 친환경행동을 촉진할 수 있는 방안들을 구체적으로 제시하는 것이 중요하다. 이에 본 연구에서는 지난 2015년 1월부터 3월까지 3개월간 생성된 57천 여 개의 실제 그린카드 고객정보 및 거래데이터를 가지고 데이터마이닝의 방법론 중 하나인 연관규칙 분석법으로 고객의 친환경제품 구매 연결망을 도출하였고, 더 나아가 의사결정나무 분석을 실시하여 고객의 친환경행동에 영향을 미치는 유용한 변수와 고객의 특성을 세분화하였다. 그린카드 거래 및 친환경소비 실천에 있어 상위 10%에 해당하는 로열고객의 특성을 분석한 결과, 이들은 30~40대의 연간 소득수준이 3천만원대부터 4천만원 대에 해당하고, 대구, 경기, 서울에 거주하는 고객인 것으로 나타났다.

As part of a policy to address climate change and pollution problem, the government introduced a green credit card scheme in order to motivate pro-environmental behaviors in July 2011. It is important to present the specific ways to facilitate pro-environmental behaviors using the consumer behavior pattern data. This study was a result of data from total fifty seven thousands customer purchasing history data of green credit card to be created for the 3 months from January to March 2015. As the analysis process is put in to operation the analysis of the purchasing customer's profile firstly, and the second come into association analysis to consider the buying associations for green products purchasing networks, the third estimate the useful parameters to affect the customer's pro-environmental behavior and customer characteristics. It shows that royal customers are from 30 to 40 years old and their incomes are from 30 million won to 40 million won. Especially, they live in Daegu, Gyeonggi, and Seoul.

키워드

참고문헌

  1. Schultz, P. W., "Empathizing with Nature ; The Effects of Perspective Taking on Concern for Environmental Issues", Journal of Social Issues, 56, 392-406, 2000.
  2. United Nations Environment Programme, "Talk the Walk: Advancing Sustainable Lifestyles Through Marketing and Communications", UN Global Compact and Utopies, (accessed April 23, 2010), [available at http://www.unep.fr/shared/publications/pdf/DTIx0763xPA-TalkWalk.pdf], 2005.
  3. Stern, P. C., "New environmental theories: toward a coherent theory of environmentally significant behavior", Journal of social issues, 56(3), 407-424, 2000. https://doi.org/10.1111/0022-4537.00175
  4. Stern, P. C., "Toward a working definition of consumption for environmental research and policy", Environmentally significant consumption: Research direction, 12-35, 1997.
  5. Emmons, K. M., "Perspectives on Environmental Action: Reflection and Revision through Practical Experience", The Journal of Environmental Education, 29(1), 34-44, 1997. https://doi.org/10.1080/00958969709599105
  6. Kyung Ja Park, Il Ryu, Chang-Gum Song, "A Study on Environmental Awareness and Eco-friendly Consumption Behavior: Focusing on the Mediating Effect of Attitude towards the Environment", Policy Analysis and Evaluation Science Review, 22(3), 141-163, 2012.
  7. Yang-Soo Yi, "Sources of Pro-environmental Behavior and its Path Analysis", Korean Public Administration Quarterly, 21(3), 1057-1081, 2009.
  8. Soon-Young Bae, Yoon-Young Kwak, The study of incentive program for green consumption, Korea Consumer Agency Policy Analysis 11-15, 1-125, 2011.
  9. Vining J., "What Makes a Recycler?: A Comparison of Recyclers and Nonrecyclers", Environment and Behavior January. 22, 55-73, 1990. https://doi.org/10.1177/0013916590221003
  10. Stern P. C., "Information, Incentives, and Pro-environmental Consumer Behavior", Journal of Consumer Policy, 22(4), 1999.
  11. Karp, D. G., "Values and their effect on pro-environmental behavior", Environment and behavior, 28(1), 111-133, 1996. https://doi.org/10.1177/0013916596281006
  12. Jeong-Inn Kim, Sung-sik Moon, Min-Soo Kang, "An Analysis Environment Performance of Green Credit Card System in Market Grant-in-Aids", Korea Environmental Policy and Administration Society, 21(3), 145-172, 2013.
  13. Alex Berson, Building Data Mining Applications for CRM, Daechung media, 2000.
  14. SPSS, "Data mining with Clementine for smarter retailing: White paper executive briefing", SPSS USA, 2000.
  15. Berry, M. J. A. and Linoff, G., "Data Mining Techniques: For Marketing, Sales and Customer Support", New York, NY, John Wiley & Sons, 1997.
  16. Yu-Soon Lee, "A CRM Study on the Using of Data Mining - Focusing on the "A" Fashion Company", Journal of Fashion Business, 6(5), 136-150, 2002.
  17. Wang, W. F., Y. L. Chung, M. H. Hsu, and A. C. Keh, "A Personalized Recommender System for the Cosmetic Business", Expert Systems with Applications, 26(3), 427-434, 2004. https://doi.org/10.1016/j.eswa.2003.10.001
  18. Liu, D. R. and Y. Y. Shin, "Integrating AHP and Data Mining for Product Recommendation based on Customer Lifetime Value", Information & Management, 42(3), 387-400, 2005. https://doi.org/10.1016/j.im.2004.01.008
  19. Moon-Bae Ryu, Nam-Sik Chang, "Associations found through empirical analysis of the clothing sales data", The Korea Society of Management Information Systems Conference, 351-360, 1999.
  20. Jin Hwa Kim, Ki Chan Nam, Sang Jong Lee, "Forecasting of Customer's Purchasing Intention Using Support Vector Machine", Information Systems Review, 10(2), 137-158, 2008.
  21. Jonghoo Choi, Data Mining Decision Tree Analysis, Seoul: SPSS Academy, 2000.

피인용 문헌

  1. The Effects of Regional Characteristics and Policies on Individual Pro-Environmental Behavior in China vol.10, pp.10, 2018, https://doi.org/10.3390/su10103586