윤리적 패션 소비행동과 영향 요인에 대한 비교문화 연구: 한국과 독일의 소비자를 중심으로

신연욱 ( Yeun Wook Shin ),고애란 ( Ae-ran Koh ) 대한가정학회 2016 Human Ecology Research(HER) Vol.54 No.3

This study analyzes the relation of the consumption values and ethical fashion consumption behavior as well as other influential factors between Korean and German ethical consumers based on the ‘Modified Theory of Planned Behavior.’ A survey was conducted on female consumers in their 20s and 30s, who experienced ethical fashion consumption in Seoul and Berlin. A factor analysis, reliability analysis, F -test and multiple regression analysis were performed for model verification. The research results indicated that emotional value (in case of Korea) and functional value out of consumption values (in case of Germany) have significant effects in regards to the influence of consumption values on ethical self-identity. The effects of ethical self-identity on ethical fashion consumption behavior indicated that Korean ethical self-identity influenced the ethical fashion consumption behavior of moderating and simplicity and eco-friendly certification versus local consumption as well as above factors (in case of Germany) explained by ethical self-identity. Both variables had a negative moderating effect in Korea in regards to the moderating effects of social comparison and materialism in the relations of ethical self-identity and ethical fashion consumption behavior; however, only materialism was an influential factor in Germany. The results of the research variables by individualism/collectivism indicated that the horizontal-collectivism group showed the highest ethical self-identity along with the lowest materialism tendency that had a high point of consumption behavior towards local consumption. However, the vertical-individualism group was outstanding. The consumption behavior aimed at moderating and simplicity.

윤리적 제품 소비에 미치는 소비자 가치요인에 관한 연구 : 제품신뢰의 조절효과를 중심으로

오종철 한국기업경영학회 2014 기업경영연구 Vol.21 No.2

The purposes of this study are to investigate major factors to influence the consumer's attitude and purchase intention on the ethical products and to analyze the casual relationship among ethical obligation, self-identification, altruism, attitude, subjective norm, positive affection and ethical consumption intention. For the theoretical model of ethical consumer decision-making, this study is based on the modified theory of reasoned action including some variables such as ethical obligation, self-identification, positive affection. Data has been collected from 343 respondents for this study using a questionnaire method. The survey was done for 37 days from June, 2012 through July, 2012. The positive analysis was done with visual PLS program using the reliability analysis, factor analysis, correlation analysis, bootstrap path analysis and so on. The following study results were revealed: First, ethical obligation, self-identification and altruism were related positively to attitude. Second, ethical obligation and altruism were related positively to ethical consumption intention. Finally, attitude and positive affection were related positively to ethical consumption intention. In conclusion, marketing implications for practice can be derived from based on result of this study. There are implications, both theoretical and practical, that arise from this study. First, from a theoretical point of view, this study, based on TRA as the theoretical backbone, aimed to verify the factors affecting the attitude and behavioral intention regarding ethical consumption, so as to develop an extended model of ethical consumption. It was anticipated that this attempt will be able to entail fertile discussions on the theoretical merits of incorporating TRA in modeling ethical consumption. Specifically, the study’s conceptual model may add to the variety of conceptual models that capitalize on personal beliefs and emotionality to explain ethical consumption. The most noteworthy of this new model is the inclusion of an emotional element as the result confirmed it to be influential on ethical consumption intention. Also, the significant roles of three personal values (ethical obligation, self identity, and altruism) on attitude as well as intention toward ethical consumption point to the usefulness of incorporating these underlying dimensions of ethical consumption. Second, there are several practical implications that arise from the study result. Since the purchase of ethical products involves considerations of critical elements for sustainable consumption, such as health, environment and others’ welfare, firms need to publicize and educate the public about the societal benefits to be gained from participating in ethical consumption. Empowered with such public awareness, firms can enhance their social reputation and public image as a responsible corporate citizen, which may lead to increased sales. Also, firms need to develop new marketing tactics or products featuring ethical appeals, which will reinforce ethical beliefs or personal values associated with ethical consumption. For instance, firms may implement storytelling ad tactics in order to personalize ad copies that are designed to inspire buyer’s ethical obligation or altruism. Another way to increase sales of ethical products would be to segment the market based on demographic or lifestyle variables in orderto identify target consumer groups, which would be receptive to ethical appeals. Third, the finding that positive anticipated affection was able to predict ethical consumption intention sheds some insights into the importance of instituting emotional elements in modeling ethical consumption behavior. Previously, the emotional element was found influential in predicting weight control (Perugini and Bagozzi, 2001) and traffic violation (Parker et al., 1996) and internet purchase behavior (Park, 2010) in the context of TPB-based models; however, it was not previously teste... 본 연구는 윤리적 소비와 관련된 선행연구를 통해 가장 영향력 있는 변수를 도출해내고 이를 바탕으로 윤리적 소비 의도를 가장 잘 설명할 수 있는 모형을 제시하고자 한다. 첫째, 윤리적 소비를 설명하는데 있어 Shaw와 Shiu(2002)의 수정된 계획 행위이론에서 지각된 행동통제를 제외하고 정서적인 측면을 고려한 긍정적 예기정서를 반영한 수정된 합리적 행위이론을 적용하여 윤리적 소비에 대한 태도, 주관적 규범, 윤리적 의무 및 자아 동일시 변수 외에 보다 윤리적 소비를 잘 설명할 수 있는 이타주의 및 긍정적 예기정서 변수를 추가하여 통합된 관점의 윤리적 소비모형을 제안하고자 한다. 둘째, 윤리적 소비에서 윤리적 제품에 대한 신뢰정도에 따라 윤리적 소비모형에서 변수간의 관계가 어떻게 나타나는지를 검정하였다. 연구의 결과를 살펴보면 첫째, 윤리적 의무는 윤리적 소비에 대한 태도와 윤리적 소비의도에 모두 유의한 영향을 미치는 것으로 나타났다. 둘째, 자아정체성은 윤리적 소비에 대한 태도에만 유의한 영향을 미치는 것으로 나타났다. 셋째, 이타주의는 윤리적 소비에 대한 태도와 윤리적 소비의도에 모두 유의한 영향을 미치는 것으로 나타났다. 넷째, 윤리적 소비에 대한 태도와 윤리적 소비에 대한 긍정적 예기정서는 윤리적 소비의도에 유의한 영향을 미치는 것으로 나타났다. 끝으로 윤리적 제품에 대한 신뢰 정도에 따라 윤리적 소비모형의 각 변수간의 관계가 다르게 나타나 신뢰는 조절효과를 나타낸다고 할 수 있다

윤리적 소비와 소비가치의 관계에 대한 소비자 인식 변화: 소셜 빅데이터를 활용한 윤리적 소비와 소비가치의 키워드 변화 분석을 중심으로

신은정,고애란,Shin, Eunjung,Koh, Ae-Ran 대한가정학회 2021 Human Ecology Research(HER) Vol.59 No.2

The purpose of this study was to analyze big data to identify the sub-dimensions of ethical consumption, as well as the consumption value associated with ethical consumption that changes over time. For this study, data were collected from Naver and Daum using the keyword 'ethical consumption' and frequency and matrix data were extracted through Textom, for the period January 1, 2016, to December 31, 2018. In addition, a two-way mode network analysis was conducted using the UCINET 6.0 program and visualized using the NetDraw function. The results of text mining show increasing keyword frequency year-on-year, indicating that interest in ethical consumption has grown. The sub-dimensions derived for 2014 and 2015 are fair trade, ethical consumption, eco-friendly products, and cooperatives and for 2016 are fair trade, ethical consumption, eco-friendly products and animal welfare. The results of deriving consumption value keywords were classified as emotional value, social value, functional value and conditional value. The influence of functional value was found to be growing over time. Through network analysis, the relationship between the sub-dimensions of ethical consumption and consumption values derived each year from 2014 to 2018 showed a significantly strong correlation between eco-friendly product consumption and emotional value, social value, functional value and conditional value.

윤리적 소비에 대한 유아의 소비자사회화를 위한 유아부모의 윤리적 소비 교육: 유아부모의 윤리적 소비 의식 및 실천행동에 기반한 탐색적 연구

심영 한국생활과학회 2019 한국생활과학회지 Vol.28 No.5

The purpose of this study was to examine the association between the education experience and the conceptual awareness on ethical consumption and the association between the education experience and the need for parent education on ethical consumption. This study also examined the differences in the levels of consciousness and the practice behavior on ethical consumption of parents with early child by education experience and the conceptual awareness on ethical consumption. Data were collected using questionnaires. The results of this study are as follow: The education experience on ethical consumption was related to the conceptual awareness and the need for parent education on ethical consumption. There were differences in the consciousness of parents in planned expenditure at the stage of resource allocation, and saving of resources and objects at the stage of disposal by the education experience on ethical consumption. There were differences in the practice behavior of parents in planned expenditure at the stage of resource allocation, and recycling and reuse at the stage of disposal by the education experience on ethical consumption. There were differences in the consciousness of parents in budgeting and spending resources, donating to neighbors and society at the stage of resource allocation, purchasing environmentally-friendly enterprise products at the stage of purchase, recycling and reusing, separating and disposing of waste and minimizing waste at the stage of disposal by the conceptual awareness of ethical consumption. There were differences in the practice behavior of parents in budgeting and expenditure, donating to neighbors and society at the stage of resource allocation, purchase of eco-friendly products and community revitalization at the stage of purchase, environmentally oriented purchasing behavior, community revitalization and eco-friendly use, and savings of resource and product at the stage of use, recycling and reuse, waste disposal and waste minimization at the stage of disposal by the conceptual awareness of ethical consumption. 본 연구는 윤리적 소비에 대한 유아부모의 교육경험과 인지 및 부모교육 필요성 인식 간의 관련성을 파악하고, 윤리적 소비에 대한 교육경험, 인지 및 부모교육의 필요성 인식에 따른 유아부모의 윤리적 소비 인식 및 실천 차이를 파악하였다. 이를 위해 유아부모를 대상으로 설문조사한 자료 중 최종 209명의 유아부모 자료를 토대로 실증 분석하였다. 분석결과를 간단히 요약하면 다음과 같다. 조사대상 유아부모의 윤리적 소비에 대한 교육경험은 미흡하였고, 조사대상 유아부모의 과반수 이상은 윤리적 소비가 무엇인지 인지하지 못하였으며, 윤리적 소비에 대한 부모교육의 필요성은 조사대상 유아부모의 3/4가 필요하다고 인식하였다. 전반적으로 윤리적 소비에 대한 인식이 윤리적 소비에 대한 실천보다 상대적으로 높았다. 윤리적 소비 교육경험은 윤리적 소비 인지와 관련이 있었다. 윤리적 소비 교육경험이 있는 유아부모는 교육경험이 없는 유아부모에 비해 자원배분 및 사용 단계에서 윤리적 소비 인식 및 실천이 상대적으로 높았다. 윤리적 소비를 인지하는 유아부모는 인지하지 못하는 유아부모에 비해 자원배분 및 처분 단계에서 윤리적 소비 인식이 상대적으로 높았고, 자원배분, 구매, 사용 및 처분 단계에서 윤리적 소비 실천이 상대적으로 높았다. 윤리적 소비에 대한 부모교육이 필요하다고 인식한 유아부모는 필요없다고 인식한 유아부모에 비해 자원배분 및 처분 단계에서 윤리적 소비 인식이 높았다.

Factors Affecting Ethical Consumption: Applying Extended Planned Behavior Theory and Motivation Theory

김필례(Pil Rye KIM),박상범(Sang Beom PARK) 한국유통과학회 2022 산경연구논집 Vol.13 No.4

Purpose: The purpose of this study is to grasp the concept of ethical consumption that is inevitably one of the behaviors of consumption and to find factors affecting ethical consumption. The most special idea of this study is including motive in the research model. And motive will influence the factors affecting the intention to behave. Research design, data, and methodology: Considering variables affecting ethical consumption, we first adopted the Ttheory of Planned Behavior. There are three variables of attitude, subjective norm, and perceived behavior control in the model. In addition to variables used in the Planned Behavior Theory, ethical duty, self-identity, motive, neutralization, ambivalence are included in the study. Questionnaires are made for survey, and investigation was conducted from 1th March to 11th of March. Total 360 copies are used for analysis. SPSS version 23 was used for analysis. Results: Study results show that first, the variables of attitude, subjective norm, perceived behavioral control, ethical duty, self-identity are turned to be statistically significant factors affecting ethical consumption intention. In this study, we defined the ethical consumption as voluntary, self-sacrifice needed, and additional efforts required behavior, therefore motive thought to be needed at fist for individual consumer to form intention. For neutralization and ambivalence, neutralization does not affect ethical consumption directly or indirectly, but we found ambivalence has moderating effect while motive affecting attitude, perceived behavior control, self-identity and has moderating effect while attitude, subjective nom, perceived behavior control, self-identity affects intention. Ambivalence means individual consumer’s thought or preoccupation toward ethical consumption, in other words, consumer may have fiendly or unfriendly, positive or negative impression to it. Overall, motive and ambivalence are important factors for ethical consumption. Motive plays some role from the start influencing main factors affecting ethical consumption. Ambivalence also functions by moderating variables. Thinking of ambivalence taking account of essence of ethical consumption, some consumers may have pretext or justification for not doing ethical consumption which may again annoy themselves. Conclusions: In conclusion, for intention to ethical consumption to be formed motive should be activated beforehand and ambivalence should be considered. Negative ambivalence toward ethical consumption should be removed and positive ambivalence should be developed.

소비자의 윤리적 소비행동과 관련요인 분석

허은정 ( Eunjeong Huh ),김우성 ( Woo Sung Kim ) 한국소비자학회 2012 소비자학연구 Vol.23 No.4

Recently, there are enhanced social interest in ethical consumption and increase in consumers` ethical consumption behavior, both in Korea and in the world. Consumption is one of activities belonging to post-purchase process which is the last stage in 5-stage consumer buying decisionmaking consisting of problem recognition, information search, alternative evaluation, purchase, and post-purchase process. Ethical consumption is used broadly to include selection, purchase, and disposition as well as consumption of products or brands. Ethical consumption behavior is defined as selection, purchase, consumption, and disposition activities to perform his or her social responsibility according to a consumer`s personal and moral beliefs. In spite of increased interest and activities in ethical consumption, there have been very limited studies on ethical consumption. Because many studies to find and explain characteristics of ethical consumers have been basically qualitative studies, there is strong need for empirical studies dealing with ethical consumption behavior. The purpose of this study is 1) to examine consumers` levels of ethical consumption behavior and subcategories of total ethical consumption behavior, 2) to analyze the differences in ethical consumption behavior, based on socio-demographic variables, and 3) to find variables affecting ethical consumption behavior, among ethical value variables, psychosocial variables, and sociodemographic variables. Independent variables include an ethical value category, a psychosocial category, and a socio-demographic category. The ethical value category consists of universalism, benevolence, and self-direction. The psychosocial category includes materialism, altruism, perceived effectiveness, and self-identity. The socio-demographic category includes age, gender, marital status, education level, occupation, and so on. For the study, data collection was conducted by an outside research company and data were collected through internet survey questionnaires filled out by the sample of 1,000 adult consumers. The important results of this study are as follows. First, factor analysis extracted seven subcategories of ethical consumption behavior from items measuring ethical consumption behavior. The seven subcategories of ethical consumption behavior are community activity, moderation &simplicity, fair trade, boycott activity, positive buying, ethics in business transaction, and local consumption. The mean score of consumers` total ethical consumption behavior was 4.44 on a 7-point scale, which meant that respondents performed ethical consumption behavior at a little over the middle level. In comparison among subcategories, respondents gave the highest score(5.24) to ethics in business transaction and the second highest score(5.05) to moderation & simplicity. Respondents gave the lowest score(3.10) to community activity. Second, in terms of the socio-demographic category, there were significant effects of marital status, age, and education level on total ethical consumption behavior. Specifically, married people, people in 50s compared to those in 20s at age groups, and people who at least graduated from a college in comparison with people who only graduated from a high school showed higher levels of total ethical consumption behavior. In the subcategories of total ethical consumption behavior, the effects of socio-demographic variables were different. For example, while there were significant effects of marital status, age, education level, and occupation on community activity, there was significant effect of only age on fair trade. Third, in terms of an ethical value category, a psychosocial category, and a socio-demographic category, the results of regression analysis showed that all of the psychosocial variables (materialism, altruism, perceived effectiveness, and self-identity) and an education level significantly influenced total ethical consumption behavior. Especially, altruism, perceived effectiveness, self-identity, and people who graduated from a 2-year college in comparison with people who only graduated from a high school had positive effect on total ethical consumption behavior, but materialism had negative effect on total ethical consumption behavior. Fourth, in terms of the 7 subcategories of total ethical consumption behavior, significant variables were different. The psychosocial variables were generally more important than ethical value variables and socio-demographic variables. Ethical value variables had significant effects only on community activity, moderation & simplicity, and ethics in business transaction. The effects of a socio-demographic category were relatively small. Household mean income had significant effects on boycott activity, positive buying, ethics in business transaction, and local consumption. An education level had significant effects on moderation & simplicity, local consumption, and total ethical consumption behavior. Finally, investigation based on standardized regression coefficients indicated that the psychosocial variables were more important for ethical consumption behavior than ethical value variables and socio-demographic variables and that perceived effectiveness and altruism were the most important two variables. This study has significance in that this study was an empirical study on ethical consumption behavior using internet survey with 1,000 respondents residing in all area of South Korea. The seven subcategories of total ethical consumption behavior constructed from major previous studies and then extracted by factor analysis will be especially useful as an instrument to measure ethical consumption behavior in future related studies. The results of this study suggest many important things related to ethical consumption behavior to policy makers and practitioners dealing with consumer affairs and marketers. This study found and verified three major categories affecting ethical consumption behavior, 1) an ethical value category, 2) a psychosocial category, and 3) a socio-demographic category. Though the effects were different depending on total and each of the seven subcategories of ethical consumption behavior, generally ethical value variables and psychosocial variables were more important for ethical consumption behavior than socio-demographic variables, and psychosocial variables in general had highest effects on ethical consumption behavior especially in terms of contribution to ethical consumption behavior. This suggests that consumer education can be useful in the area of less materialism (humanism), altruism, perceived effectiveness, and self-identity to spread and enhance ethical consumption behavior and that to sell ethical products and brands, marketers should more focus on market segments appreciating less materialism, altruism, perceived effectiveness, and self-identity.

윤리적 소비동기의 발달: 도덕성 발달 이론을 중심으로

전상민 ( Sang Min Jun ) 한국소비자학회 2016 소비자학연구 Vol.27 No.2

This study explored how ethical consumption motives were categorized according to consumers`` moral developmental stage and how the moral development level influenced the development of ethical consumption motives based on the theory of moral development by Kohlberg. In-depth interviews were conducted with 16 adults and grounded theory methodology was used. We found 10 types of ethical consumption motives, which were matched with six stages of consumers`` moral development. There were four types of ethical consumption motives in the highest stage(sixth stage) of moral development: coexistence, belief/conscience, altruistic care, and guilty conscience. Other types of ethical consumption motives were recorded as follows: speaking out for public interests and environment preservation for the next generation(fifth stage), rightness(fourth stage), other-orientation(third stage), personal gain(second stage), and compulsory system(first stage). Core categories of ethical consumption motives included personal gain based on self-interest driven morality(second stage) and coexistence based on universal ethical principles driven morality(sixth stage). Ethical consumption motives have developed from personal gain(second stage) to coexistence and belief/conscience(sixth stage) via environment preservation for the next generation(fifth stage). The level of moral development positively affected the development of ethical consumption motives. Respondents who received 50 or more in P(%) scores of moral development had coexistence and belief/conscience which had developed from environment preservation for the next generation and personal gain. When the development of ethical consumption motives stopped in the personal gain and environment preservation for next generation, it led to restrictive ethical consumption or avoidance of ethical purchase. In contrast, ethical consumption motives which developed to coexistence and belief/conscience led to comprehensive ethical consumption, such as continuous ethical purchase and expansion of ethical product range. The study showed the promotive factors (i.e., familism, convenience of buying, having enough information, and backgrounds) and intervening factors (i.e., lack of knowledge, time and money, poor evaluation of ethical products, and selfishness/ distrust) of the development of ethical consumption motives. Based on the results, we suggested practical and useful ways to boost ethical consumption.

윤리적 소비실천을 위한 가정과 ‘소비생활’ 영역 교육과정 제안

김남은 한국가정과교육학회 2018 한국가정과교육학회지 Vol.30 No.4

The purpose of this study is to propose the curriculum of consumer life field in Home Economics Education(HEE) to raise people who practice 'ethical consumption'. For this purpose, this study established the concept of ethical consumption through an academic review of the concept of ethical consumption first. Ethical consumption is to the practice of consumption that fulfills personal and social responsibilities to change human life happily. In this study, we find out how the consumer life area in the HEE curriculum has been educated and we propose how to teach the content of ethical consumption in HEE curriculum by critically examining the content of ethical consumption presented in current HEE textbooksFirst, in the HEE curriculum, the contents of the consumer life field have been presented since the first curriculum, and the qualitative change has gradually been made as the concept of the consumer culture, but responsible consumption and ethical consumption are not properly reflected in the education and the summit. Second, the revised HEE textbooks of 2015 is necessary to present concrete method of ethical consumption practice because it lacks definite definition of ethical consumption and presents only general contents. Third, the direction of HEE curriculum for ethical consumption practice is responsible and the goal of HEE curriculum is to raise awareness of social responsibility for ethical consumption practice. The contents of HEE curriculum for ethical consumption practice should be included in consumption and consumption, sustainable consumption, and ethical consumption. 이 연구의 목적은 ‘윤리적 소비’를 실천하는 사람을 기르기 위한 가정교과 소비생활 영역의 교육과정을 제안하는 것이다. 이를 위해 본 연구에서는 먼저 윤리적 소비의 개념에 대한 학문적 고찰을 통해 윤리적 소비의 개념을 정립하였다. 윤리적 소비란, 인간의 삶을 행복하게 변화시키기 위해 개인적・사회적 책임을 다한 소비의 실천행위를 말한다. 이어서 본 연구에서는 가정교과 교육과정에서의 소비생활 영역이 어떻게 교육되어져 왔는가에 대해 살펴보고, 현행 가정교과 교과서에 제시된 윤리적 소비의 내용을 비판적으로 검토함으로써 앞으로 가정교과 소비생활 영역의 윤리적 소비 내용을 어떻게 가르칠 것인가에 대해 제안하였다. 첫째, 가정과 교육과정에서는 1차 교육과정부터 소비생활 영역의 내용이 제시되어 점진적으로 소비문화의 개념으로 질적 변화가 이루어져왔지만 책임 있는 소비와 윤리적 소비가 교육과정상에 제대로 반영되지 않고 있다. 둘째, 2015 개정 중학교 기술・가정과 교과서에서는 윤리적 소비에 대한 명확한 용어의 정의가 부족하고 개괄적인 내용만을 본문에 제시하고 있어 윤리적 소비에 대한 구체적인 실천방법을 제시하는 것이 필요하다. 셋째, 윤리적 소비실천을 위한 가정교과 교육과정의 방향은 책임이고 교육과정의 목표는 윤리적 소비실천을 위한 사회적 책임의식을 기르는 것이다. 윤리적 소비실천을 위한 가정교과 교육과정의 내용에는 소비와 소비생활, 지속가능한 소비, 윤리적 소비가 포함되어야 한다.

물질주의성향과 자아존중감 유형에 따른 윤리적 소비의 특성 분석

홍은실,복미정 한국소비자정책교육학회 2019 소비자정책교육연구 Vol.15 No.4

This study was intended to explore the effects of materialism and self-esteem on ethical consumption characteristics among adult consumers, and analyzed the ethical consumption characteristics of each type after classifying consumer types with materialism and self-esteem. In October 2014, an online survey was conducted nationwide and the final 500 questionnaire was used to conduct Chi-square, one-way ANOVA, Duncan's multiple range test, and regression analysis. The research results are summarized as follows First, materialism has had positive effects on autonomy, competence, relatedness, and self- esteem has had positive effects on competence and relatedness. On the other hand, self-esteem has had a positive impact on all ethical consumption, but materialism has had a positive impact on active purchasing, local consumption, fair trade consumption, and community movements, and a negative impact on commercial ethics. Both materialism and self-esteem have had positive effects on ethical spending satisfaction and happiness. Second, the ‘materialist with high self-esteem’ had the highest levels of autonomy, competence and relatedness to ethical consumption. Commercial ethics were the lowest, but other active buying, boycotting, local consumption, fair trade consumption, and community movements were all high, while moderation and simplicity was also high. Ethical consumption satisfaction and happiness were also the highest. Third, the ‘materialist with low self-esteem’ has a high degree of autonomy over ethical consumption, but has a low degree of competence and relatedness. The level of commercial ethics, community movement, moderation and simplicity is low, and active purchasing, boycott, local consumption, and fair trade are very low. In this regard, the ethical spending satisfaction and the happiness are also low. Fourth, the ‘non-materialist with high self-esteem’ has a high level of competence and relatedness but low level of autonomy. All of ethical consumption are high, in particular the levels of commercial ethics, active buying, boycott, local consumption, moderation and simplicity are very high, and consumption satisfaction and happiness are very high. Fifth, the ‘non- materialist with low self-esteem’ has the lowest level of autonomy, competence and relatedness, only has the highest commercial ethics, and has the lowest ethical level of active purchasing, boycott, local consumption, fair trade, community movement, moderation and simplicity, and ethical consumption satisfaction and happiness. 본 연구는 성인소비자를 대상으로 물질주의와 자아존중감이 윤리적 소비특성에 미치는 영향을 살펴보고, 물질주의와 자존감을 기준으로 소비자의 유형을 분류하여 유형별 윤리적 소비특성을 분석하고자 하였다. 이를 위해 2014년 전국적인 온라인 조사를 실시하여 얻어진 500부의 설문지를 사용하여 Chi-square분석, 일원분산분석과 던컨의 다중비교분석, 중다회귀분석 등을 실시하였다. 주요 연구결과는 다음과 같다. 첫째, 물질주의성향은 자율성과 유능성, 관계성에, 자존감은 유능성과 관계성에 긍정적인 영향을 주었다. 7영역의 윤리적 소비행동에 자존감은 정적인 영향을 미쳤으나 물질주의성향은 적극적 구매와 로컬소비, 공정무역소비, 공동체운동에만 정적인 영향을, 상거래윤리에서는 부정적 영향을 주었다. 또한 물질주의성향과 자존감 모두 윤리적 소비만족감과 행복감에 정적인 영향을 미치었다. 둘째, ‘자존감이 높은 물질주의집단’은 윤리적 소비에 대한 자율성과 유능성, 관계성 모두 가장 높았다. 상거래윤리 수준이 가장 낮으나 그 외 적극적 구매, 불매운동, 로컬소비, 공정무역소비, 공동체 운동 모두 높은 수준을 보였으며, 절제와 간소의 윤리적 소비도 높은 편이었다. 윤리적 소비만족감과 행복감도 가장 높았다. 셋째, ‘자존감 낮은 물질주의집단’은 윤리적 소비에 대한 자율성은 높은 편이나 유능성과 관계성은 낮은 편이다. 상거래윤리와 공동체 운동, 절제와 간소의 수준이 낮은 편이며, 적극적 구매와 불매운동, 로컬소비, 공정무역은 매우 낮은 수준이다. 이와 연관되어 윤리적 소비만족감과 소비행복감도 낮은 편이다. 넷째, ‘자존감 높은 비물질주의집단’은 유능성과 관계성이 높으나 자율성은 낮은 편이다. 모든 윤리적 소비수준이 높으며, 특히 상거래윤리, 적극적 구매, 불매운동, 로컬소비, 절제와 간소의 수준이 매우 높고, 소비만족감과 행복감도 매우 높다. 다섯째, ‘자존감 낮은 비물질주의집단’은 자율성과 유능성, 관계성 동기가 가장 낮으며, 상거래윤리 수준만 높을 뿐 적극적 구매와 불매운동, 로컬소비, 공정무역, 공동체 운동, 절제와 간소의 윤리적 소비수준이 가장 낮고, 윤리적 소비만족감과 행복감까지 매우 낮았다.

윤리적 소비자가 경험하는 행복한 소비의 특성에 관한 현상학적 연구

송인숙(Song, In Sook),천경희(Chun, Kyung Hee),홍연금(Hong Yeon Geum) 한국소비문화학회 2013 소비문화연구 Vol.16 No.4

This study examined the characteristics of ethical consumer's happiness in consumption empirically. Our viewpoint is that the ethical consumers continue to practice ethical consumption because they experience happiness in those behaviors. We conducted in-depth interview 12 ethical consumers about what they think the happy life or happy consumption is, what they experience in ethical consumption, especially focused on happiness, what kind of difficulties and conflicts do they have in ethical consumption, and analyzed their textual contents applying the qualitative data analysis method of Giorgi's on the phenomenological research. As a result, ethical consumers want to live happily together with all the people surround them, specially with producers, to do meaningful works and to focus on one's inside. Ethical consumers experience happiness in consumption of making relationships with people, doing someone please help, controlling their desires, feeling comforts without doubt, and improving the market environment. On the other hand, the ethical consumers feel burden for the price of ethical products, a conscious effort to find out and ethical reliability issues, the circumstances for inappropriate conditions, and keeping consistency their ethical value orientation in consumption. This study shows ethical consumers practice ethical consumption not only for moral obligation but also for their own happiness. This study also increases the understanding of happy consumption and ethical consumption, so may contribute to the spread of ethical consumption.