Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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The Effect of Consumers' Anticipated Guilt on Green Consumption Intention: Focused on the Post-1980s Generation of China

소비자의 예기된 죄책감이 녹색소비의도에 미치는 영향에 관한 연구: 80년대 이후 출생한 중국 소비자들을 중심으로

  • Quan, Dong-mei (Dept. of Marketing Administration, Qingdao University) ;
  • Li, Ying-ying (Dept. of Marketing Administration, Qingdao University) ;
  • Qing, Cheng-lin (Dept. of Business Administration, Honam University)
  • 전동매 (중국 청도대학 마케팅학과) ;
  • 이닝닝 (중국 청도대학 마케팅학과) ;
  • 경성림 (호남대학교 경영학부)
  • Received : 2020.10.14
  • Accepted : 2020.11.20
  • Published : 2020.11.28
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Abstract

Green consumption has drawn attention from various sectors of society recently. However, the "mismatch" of awareness and behavior remains despite consumers' heightened environment-friendly awareness. Based on the theory of emotional cognition and cognitive dissonance, This study examined the impact of consumers' expected guilt on green consumption intentions, and also introduced consumer cognitive utility to further uncover the mechanism in the process of influence by a survey of young Chinese people born after the 80s. Path analysis and hypothesis verification using AMOS showed that consumers' expected guilt not only directly affects the intention of green consumption, but also indirectly affects the intention of green consumption through the intermediation of cognitive utility.

본 연구는 소비 트렌드를 선도하는 80년대 이후 출생한 젊은 층을 중심으로 소비자의 예기된 죄책감이 녹색소비의도에 미치는 영향을 지각된 효과성을 매개효과로 검증하였다. AMOS에 의한 가설점증 결과, 예기된 죄책감은 녹색소비의도와 지각된 효과성에 모두 정(+)의 영향을 미치며, 지각된 효과성은 녹색소비의도에 정(+)의 영향을 미치고, 지각된 효과성은 예기된 죄책감과 녹색소비의도 간에 부분적인 매개역할을 하는 것으로 검증되었다. 본 연구의 결과는 죄책감이라는 친사회적 특징을 지닌 부정적 정서가 녹색소비의도에 미치는 영향을 분석하여 녹색소비를 유도하기 위한 이론적 근거와 정책적 시사점을 제시하였다. 본 연구는 이론적 및 실무적으로 기여하는 바가 있음에도 불구하고 일부 한계점이 존재한다.

Keywords

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