Journal of Venture Innovation (벤처혁신연구)

Korean Academy of Venture Innovation (한국벤처혁신학회)
권호 표지
DOI QR코드

DOI QR Code

The Effect of Environmental Message Frame and Temporal Distance on Consumer's Precycling Behavior

시간적 거리감에 따른 환경 친화적 메시지 소구 방식이 소비자의 프리싸이클링 행동에 미치는 영향

  • 이영지 (숭실대학교 일반대학원 경영학과) ;
  • 전홍식 (숭실대학교 경영학부)
  • Received : 2023.08.28
  • Accepted : 2023.09.19
  • Published : 2023.09.30
Download PDF
⟨ Previous Next ⟩

Abstract

In light of the world grappling with diverse environmental issues due to climate change, the prominence of the 'pre-cycling' movement has grown. This movement strives to curtail or eliminate waste generation even before product purchases, garnering more attention than conventional eco-friendly practices. Consequently, this study employs experiments to delve into effective message strategies for promoting pre-cycling behaviors, which serve as preventive measures against the escalating environmental challenges posed by worsening waste problems. This study investigated the effects of message framing and temporal distance on pre-cycling behavioral intention. In terms of message frame, suggestive messages increased pre-cycling behavioral intention more than coercive messages, and temporal distance had no direct effect on pre-cycling behavioral intention. Assertive messages were associated with higher pre-cycling behavioral intentions when the target was interpreted as near future and suggestive messages were interpreted as distant future. Although temporal distance did not directly affect pre-cycling behavioral intention, it positively influenced consumers' pro-environmental behavioral intention by reducing their antipathy toward assertive messages. The implications of this study extend to the realm of management, offering insights into steering consumer behavior in response to pro-environmental messages.

기후변화로 인해 다양한 환경문제를 전 세계적으로 겪고 있는 가운데 기존의 환경친화적 행위보다 더 효과적으로 제품 구매전부터 발생하는 폐기물의 양을 최소화 혹은 원천 차단하자는 '프리싸이클링(Pre-cycling)' 운동 등이 주목받고 있다. 본 연구는 최근 심각해지고 있는 쓰레기로 인한 환경문제를 개선할 수 있는 프리싸이클링 행동을 유도하기 위해, 메시지 소구 방식과 시간적 거리감에 따른 메시지 프레임이 프리싸이클링 행동의도에 미치는 어떠한 영향을 미치는지에 대해 조사하였다. 메시지 소구방식에 있어서 제안적 메시지가 강압적 메시지보다 프리싸이클링 행동의도를 더 높았으며, 시간적 거리감은 프리싸이클링 행동의도에 직접적인 영향을 주지 못했다. 강압적 메시지는 대상에 대하여 가까운 미래로 해석할 때 그리고 제안적 메시지는 먼 미래로 해석될 경우 프리싸이클링 행동의도가 높게 나타났다. 본 연구에서는 시간적 거리감은 프리싸이클링 행동 의도에 직접적인 영향을 미치지는 않으나, 강압적 메시지에 대한 소비자의 반감을 감소시키는 역할을 함으로써 그들의 친환경적 행동의도를 긍정적으로 유도하였다. 본 연구는 환경친화적인 메시지에 대한 소비자의 행동을 이끌어내기 위한 메시지 소구 방식에 대한 고찰을 제공하여 실무적 함의를 지닌다.

Keywords

References

  1. 김재휘, 신진석(2004). 공익광고 메시지의 프레이밍과 결과 지각이 환경 행동에 미치는 영향. 한국심리학회, 5(2), 65-86.
  2. 박시연, 전하민, 김동영(2019). 필환경 트렌드. 한국마케팅연구원, 53(3), 57-65.
  3. 박인형, 박유민, 이철, 선정은, 호문집, 정재은(2022). 코로나-19 이전과 이후 식생활 관련 제로웨이스트 운동 양상과 소비자 반응 비교. Family and Environment Research, 60(1), 21-38. https://doi.org/10.6115/fer.2022.002
  4. 서문식, 엄성원, 손은지(2017). 소비자의 지속적인 친환경소비행동을 어떻게 이끌어 낼 수 있는가?. 소비자학 연구, 28(2), 65-93.
  5. 이은주, 김옥이, 전홍식(2018). 가격 정보 제시 방법, 명시적 비교 메시지, 시간적 거리감이 소비자의 지각된 가치에 미치는 영향. 한국심리학회지:소비자.광고, 19(2), 307-327.
  6. 전상민(2016). 윤리적 소비동기의 발달: 도덕성 발달 이론을 중심으로. 소비자학연구, 27(2), 151-179.
  7. 정가은(2019). 환경에 대한 사전 태도와 메시지 소구유형이 환경보호 캠페인에 미치는 영향. 한국광고홍보학보, 21(2), 5-29.
  8. 조용석, 황장선(2007). 공익광고의 주제 유형별 효과: 이슈 유형(사회적ᐨ개인적)에 따른 메시지 및 수용자 변인의 영향. 한국광고홍보학보, 9(4), 71-104.
  9. 최현경, 이명천, 김정현(2008). 메시지 프레이밍과 지향성이 공익광고 효과에 미치는 영향. 한국광고홍보학보,10(2),34-65.
  10. 환경부, 한국환경공단(2019). 전국 폐기물 발생 및 처리 현황.
  11. Auger, P., & Devinney, T. M.(2007). Do What Consumers Say Matter? The Misalignment of Preferences with Unconstrained Ethical Intentions. Journal of Business Ethics, 76(4), 361-383. https://doi.org/10.1007/s10551-006-9287-y
  12. Brehm, S. S., & Brehm, J. W.(1981). Psychological reactance: A theory of freedom and control. New York: Academic Press.
  13. Brown, P., & Levinson, S.(1987). Politeness: Some Universals in Language Use. Cambridge: Cambridge University Press.
  14. Burgoon, M., Hunsaker, F. G., & Dawson, E. J.(1994). Approaches to Gaining Compliance. Human Communication, 203-217.
  15. Cialdini, R. B.(2003). Crafting normative messages to protect the environment. Current Directions in Psychological Science, 12(4), 1059.
  16. Davis, J. J.(1995). The effects of message framing on response to environmental communications. Journalism and Mass Communication Quarterly, 72(2), 285-299. https://doi.org/10.1177/107769909507200203
  17. Deutsch, J., & Liebermann, Y.(1985). Effects of a public advertising campaign on consumer behavior in a demarketing situation. International Journal of Marketing Research, 2, 287-296. https://doi.org/10.1016/0167-8116(85)90040-0
  18. Di Christina, M.(1990). How We Can Win The War Against Garbage. Popular Science, 237(4), 57-63.
  19. Dillard, J. P., & Lijiang, S.(2005). On the nature of reactance and its role in persuasive health communication. Commun.Monogr, 72, 144-168. https://doi.org/10.1080/03637750500111815
  20. Dillard, J. P., & Shen, L.(2005). On the nature of reactance and its role in persuasive health communication. Communication monographs, 72(2), 144-168. https://doi.org/10.1080/03637750500111815
  21. Dillard, J. P., Wilson,S. R., Tusing, J. K., & Kinney, T. A.(1997). Politeness Judgments in Personal Relationships. Journal of Language and Social Psychology, 16(3), 297-325. https://doi.org/10.1177/0261927X970163003
  22. Edwards, S. M., Li, H., & Lee, J. H.(2002). Forced Exposure and Psychological Reactance: Antecedents and Consequences of the Perceived Instrusiveness of Pop-Up Ads. Journal of Advertising, 31(Fall), 83-95. https://doi.org/10.1080/00913367.2002.10673678
  23. Forster, J., Friedman, R. S., & Liberman, N.(2004). Temporal Construal Effects on Abstract and Concrete Thinking: Consequences for Insight and Creative Cognition. Journal of personality and Social psychology, 87(2), 177-189. https://doi.org/10.1037/0022-3514.87.2.177
  24. Fujita, K., Trope, Y., Liberman, N., & LevinSagi, M.(2006). Construal Levels and Self-Control. Journal of personality and Social psychology, 90(3), 351-367. https://doi.org/10.1037/0022-3514.90.3.351
  25. Gatersleben, B., Steg, L., & Vlek. C.(2002). Measurement and Determinants of Environmentally Significant Consumer Behavior. Environment and Behavior, 34(3), 335-362. https://doi.org/10.1177/0013916502034003004
  26. Greyson, J.(2006). An economic instrument for zero waste, economic growth and sustainablity. Journal of Cleaner Production, 15(13-14), 1382-1390. https://doi.org/10.1016/j.jclepro.2006.07.019
  27. Gibbs, R. W.(1986). On the psycholinguistics of sarcasm. Journal of experimental psychology: general, 115(1), 3-15. https://doi.org/10.1037/0096-3445.115.1.3
  28. Holtgraves, T.(1991). Interpreting Questions and Replies: Effects of Face-Threat, Question Form, and Gender. Social Psychology Quarterly, 54(March), 15-24. https://doi.org/10.2307/2786785
  29. Katz, D., Kronrod, A., Grinstein, A., & Nisan, U.(2018). Still Waters Rund Deep: Comparing Assertive and Suggestive Language in Water Conservation Campaigns. Water, 10(3), 275.
  30. Kim, Y., Baek, T. H., Yoon, S., Oh, S., & Kyun, Y.(2017). Assertive Environmental Advertising and Reactance: Differences Between South Koreans and Americans. Journal of Advertising, 46(4), 550-564. https://doi.org/10.1080/00913367.2017.1361878
  31. Klug, K., & Niemand,T.(2021). The lifestyle of sustainability ; Testing a behavioral measure of precycling. Journal of Cleaner Production, 297, 126699.
  32. Kollmuss, A., & Agyeman, J.(2002). Mind the Gap: Why Do People Act Environmentally and What Are the Barriers to Proenvironmental Behavior?. Environmental Education Research, 8(3), 239-260. https://doi.org/10.1080/13504620220145401
  33. Kronrod, A., Grinstein, A., & Wathieu, L.(2012a). Go green! Should environmental messages be so assertive?. Journal of Marketing, 76(1), 95-102. https://doi.org/10.1509/jm.10.0416
  34. Kronrod, A., Grinstein, A., & Wathieu, L.(2012b). Enjoy! Hedonic consumption and compliance with assertive messages. Journal of Consumer Research, 39(1), 51-61. https://doi.org/10.1086/661933
  35. Labroo, A. A., & Patrick, V. M.(2009). Psychological distancing: Why happiness helps you see the big picture. Journal of Consumer Research, 35(5), 800-809. https://doi.org/10.1086/593683
  36. Lee, A. Y., Keller, P. A., & Sternthal, B.(2010). Value from regulatory construal fit: The persuasive impact of fit between consumer goals and message concreteness. Journal of Consumer Research, 36(5), 735-747. https://doi.org/10.1086/605591
  37. Liberman,N., & Trope, Y.(1998). The Role of Feasibility and Desirability Considerations in Near and Distant Future Decisions: A Test of Temporal Construal Theory. Journal of personality and Social psychology, 75(1), 5-18. https://doi.org/10.1037/0022-3514.75.1.5
  38. Lord, K. R.(1994). Motivating recycling behavior:A quasi-experimental investigation of message and source strategies. Psychology and Marketing, 11(4), 341-358. https://doi.org/10.1002/mar.4220110404
  39. Manning, C.(2009). The psychology of sustainable behavior: Tips for empowering people to take environmentally positive action. St. Paul: Minnesota Pollution Control Agency.
  40. Miller, C. H., Lane, L. T., Deatrick, L. M., Young, A. M., & Potts, K. A.(2007). Psychological reactance and promotional health messages: The effects of controlling language, lexical concreteness, and the restoration of freedom. Human Communication Research, 33(2), 21-40. https://doi.org/10.1111/j.1468-2958.2007.00297.x
  41. Newman, C. L., Howlett, E., Burton, S., Kozup, J. C., & Tangari, A. H.(2012). The influence of consumer concern about global climate change on framing effects for environmental sustainability messages. International Journal of Advertising, 31(3), 51-127. https://doi.org/10.2501/IJA-31-3-511-527
  42. O'Keefe, D. J.(1997). Standpoint explicitness and persuasive effect: A meta-analytic review of the effects of varying conclusion articulation in persuasive messages. Argumentation and Advocacy, 34(1), 1-12. https://doi.org/10.1080/00028533.1997.11978023
  43. Quick, B. L., & Considine, J. R.(2008). Examining the use of forceful language when designing exercise persuasive messages for adults:A test of conceptualizing reactance arousal as a two-step process. Health Communication. 23, 483-491. https://doi.org/10.1080/10410230802342150
  44. Reczek, R. W., Trudel, R., & White, K.(2018). Focusing on the forest or the trees: How abstract versus concrete construal level predicts responses to eco-friendly products. Journal of Environmental Psychology, 57, 87-98. https://doi.org/10.1016/j.jenvp.2018.06.003
  45. Schlegelmilch, B., Bohlen, G., & Diamantopoulos, A.(1996). The Link between Green Purchasing Decisions and Measures of Environmental Consciousness. European Journal of Marketing, 30, 35-55. https://doi.org/10.1108/03090569610118740
  46. Spence, A., & Pidgeon, A. F.(2010). Framing and communicating climate change: The effects of distance and outcome frame manipulations. Global Environmental Change, 20, 656-667. https://doi.org/10.1016/j.gloenvcha.2010.07.002
  47. Spence, A., Poortinga, W., & Pidgeon, N. F.(2012). The psychological distance of climate change. Risk Analysis, 32(6), 957-972. https://doi.org/10.1111/j.1539-6924.2011.01695.x
  48. Trudel, R.(2018). Sustainable consumer behavior. Consumer Psychology Review, 2(1), 85-96. https://doi.org/10.1002/arcp.1045
  49. Trudel, R. & Cotte, J.(2009). Does It Pay to Be Good?. MIT Sloan Management Review, 50(2), 61-68.
  50. Wakslak, C., Nussbaum, S., Liberman, N., & Trope, Y.(2008). Representations of the Self in the Near and Distant Future. Journal of personality and Social psychology, 95(4), 757-773. https://doi.org/10.1037/a0012939
  51. White, K., MacDonnell, R., & Dahl, D. W.(2011). It's the mind-set that matters: The role of construal level and message framing in influencing consumer efficacy and conservation behaviors. Journal of Marketing Research, 48(3), 47-85. https://doi.org/10.1509/jmkr.48.3.472
  52. White, K., & Simpson, B.(2013). When do (and don't) normative appeals influence sustainable consumer behaviors?. Journal of Marketing, 77(2), 78-95. https://doi.org/10.1509/jm.11.0278
  53. Wilson, S. R., & Kunkel, A. W.(2000). Identity Implications of Influence Goals: Similarities in Perceived Face Threats and Facework Across Sex and Close Relationships. Journal of Language and Social Psychology, 19(2), 195-221. https://doi.org/10.1177/0261927X00019002002
  54. Yoon, J., Yoon, Y., Yun, S.L., & Lee, W.(2021). The Current state of Management and Disposal of Wastes Related to COVID-19 : A Review. Journal of Korean Society of Environmental Engineers, 43(12). 739-746. https://doi.org/10.4491/KSEE.2021.43.12.739
  55. Young, W., Hwang, K., McDonald, S., & Oates, C. J.(2010). Sustainable Consumption: Green Consumer Behaviour When Purchasing Products. Sustainable development, 18(1), 20-31. https://doi.org/10.1002/sd.394
  56. Vallacher, R. R., & Wegner, D. M.(1989). Levels of personal agency; Individual variation in action identification. Journal of Personality and Social Psychology, 57(4), 660-671. https://doi.org/10.1037/0022-3514.57.4.660