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.

대학생 소비자의 소비가치인식에 따른 윤리적 소비행동 -에코백과 텀블러 사용을 중심으로

배대일(Bae, Dae-i),이재영(Lee, Jae Young),성진희(Sung, Jin Hee),유현정(Yoo, Hyun Jung) 충북대학교 생활과학연구소 2018 생활과학연구논총 Vol.22 No.1

As the awareness of ethical consumption spreads across the society, consumers take more and more interest in ethical consumption. Researches on the ethical consumption of college students have reported that although its awareness is spreading among college students, it does not lead to actual ethical consumption in many cases. This study thus set out to examine various consumption values behind ethical consumption and investigate differences in the performance of consumer roles in ethical consumption according to these consumption value perceptions. For these purposes, the investigator conducted a survey with college students on and offline for ten days on August 10~19, 2016 and used total 204 questionnaires in analysis. The major findings were as follows: First, 71.1% and 51.5% of the entire respondents had an experience of purchasing an ecobag and tumbler, respectively, mainly for design, price, and practicality. Secondly, the college student consumers did not have a high knowledge level of ethical consumption and believed that they practiced ethical consumption themselves. The measurements of their specific practice acts, however, revealed that their ethical consumption was not concrete and planned. Finally, the study analyzed the effects of their knowledge level of ethical consumption on their attitudes and acts and found that their knowledge level of ethical consumption was in partially inverse proportion to their attitudes and acts regarding it.

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

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

김필례(Pil Rye KIM),박상범(Sang Beom PARK) 한국유통과학회 2022 The Journal of Industrial Distribution & Business( 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.

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.

소비자의 윤리적 소비행동과 관련요인 분석

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

최근 우리나라에서도 윤리적 소비에 대한 사회적 관심이 고조되고 소비자들의 윤리적 소비행동이 증가하면서 윤 리적 소비행동에 대한 실증연구가 필요하게 되었다. 본 연구의 목적은 소비자들의 윤리적 소비행동 수준을 파악하고 인구사회학적 특성에 따른 윤리적 소비행동의 차이를 분석하며, 윤리적 소비행동에 영향을 미치는 변수를 규명하는 것이다. 이를 위해 2011년 11월 온라인 리서치 업체를 통해 전국에 거주하는 성인 소비자 1,000명을 대상으로 질문지조사를 실시하여 자료를 수집하였다. 주요한 연구결과는 다음과 같다. 첫째, 요인분석 결과 소비자의 윤리적 소비행동의 하위영역은 7가지-공동체운동, 절제와 간소, 공정무역, 불매운동, 적극적 구매, 상거래 윤리, 로컬소비-로 분류되었다. 7점을 기준으로 했을 때, 소비자들의 윤리적 소비행동 전체 평균은 4.44점으로 중간수준으로 실천하는 것으로 나타났다. 하위영역 중에서 상거래 윤리(5.24점)와 절제와 간소(5.05점)는 비교적 잘 실천하고 있지만 공동체운동(3.10점)은 중간이하 수준으로 행동하고 있었다. 둘째, 인구사회학적 변수에 따른 윤리적 소비행동의 차이를 분석한 결과 전체 윤리적 소비행동의 경우 미혼보다는 기혼집단이, 연령이 20대에 비해 50대 이상이, 교육수준이 고졸에 비해 대졸이상인 집단이 윤리적 소비행동을잘 실천하고 있었다. 윤리적 소비행동의 하위영역의 경우 인구사회학적 변수에 따른 차이는 각각 상이하였다. 셋째, 소비자가치, 심리사회적 특성변수, 인구사회학적 변수가 전체 윤리적 소비행동에 미치는 영향력을 분석한 결과, 물질주의 성향이 낮을수록, 이타주의 성향이 높을수록, 자신의 행동이 사회에 영향을 준다고 생각할수록(효과성 지각), 윤리적 이슈가 자신의 정체성에 중요하다고 생각할수록(윤리적 정체성), 교육수준이 고졸집단에 비해 전문대졸 집단이 윤리적 소비행동을 잘 실천하는 것으로 분석되었다. 7개의 하위영역에 대해 유의한 영향을 미치는 설명변수는 상이하였지만 전반적으로 심리사회적 특성변수가 소비자 가치와 인구사회학적 변수보다 상대적으로 소비자의 윤리적 소비행동에 중요한 영향을 미치고 있었으며, 특별히 효과성 지각과 이타주의가 중요한 변수로 나타났다. 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

본 연구는 윤리적 소비동기가 소비자의 도덕성 발달 단계에 따라 어떻게 위계적으로 유형화되는지 Kohlberg의 도덕성 발달 이론을 중심으로 탐색하고, 소비자의 도덕성 발달이 윤리적 소비동기의 발달에 미치는 영향력을 파악하고자 하였다. 이를 위하여 총 16명의 성인 소비자를 대상으로 심층면접을 진행하였고, 근거이론방법론을 사용하여 자료를 수집ㆍ분석하였다. 분석 결과, 소비자의 도덕성 발달 6단계에 따라 총 10개의 윤리적 소비동기가 유형화되었다. 도덕성 발달 단계인 6단계에서는 상생과 신념ㆍ양심, 희생적 배려, 죄책감의 4개의 상위범주가 생성되었고, 5단계는 공익을 위한 목소리 내기와 다음 세대를 위한 환경보존, 4단계는 올바름, 3단계는 타인 지향, 2단계에는 개인 이익, 1단계는 강제적 제도 범주가 생성되었다. 윤리적 소비동기의 핵심범주는 ‘개인주의 및 도구주의적 도덕성에 기반을 둔 개인 이익과 보편적 도덕원리 지향의 도덕성에 기반을 둔 상생의 양립’으로 분석되었다. 윤리적 소비동기의 주된 발달 단계는 개인 이익(도덕성 발달 2단계)이 충족된 상태에서 다음 세대를 위한 환경보존(도덕성 발달 5단계)을 거쳐 상생 및 신념ㆍ양심(도덕성 발달 6단계)으로 발달하는 것으로 나타났다. 이 과정에서 소비자의 도덕성 발달 수준이 긍정적 영향을 미쳤고, 도덕성 발달 P(%)점수가 50점 이상(0∼95점)인 경우, 상생 이상의 윤리적 소비동기로 발달하였다. 윤리적 소비동기의 발달이 개인 이익이나 다음 세대를 위한 환경보존에서 중단되면, 제한적 윤리적 소비 혹은 윤리적 소비의 회피ㆍ포기로 이어진 반면, 상생과 신념ㆍ양심으로 발달한 경우에는 포괄적 윤리적 소비인 지속적인 구매와 구입제품 범위의 확대가 나타났다. 윤리적 소비동기의 촉진요인은 가족주의, 윤리적 매장과 제품 이용의 편리함, 풍부한 정보, 성장배경으로 파악되었고, 저해요인은 지식적ㆍ시간적ㆍ경제적 여유 부족과 낮은 우선순위, 이기심ㆍ불신으로 나타났다. 이를 바탕으로 본 연구는 윤리적 소비의 활성화를 위한 실질적이고 유용한 방안을 제안하였다. 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.

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.

의생활 윤리소비 교육프로그램이 청소년들의 의생활 윤리소비의식과 일반적인 윤리소비지식 및 윤리소비행동에 미치는 영향

전미연 ( Mi Yeon Jeon ),정혜정 ( Hye Jung Jung ),오경화 ( Kyung Wha Oh ) 한국의류산업학회 2013 한국의류산업학회지 Vol.15 No.6

This study aims to investigate the impacts on adolescents of the application of the education program for ethical consumption related to clothing in terms of their clothing-related ethical consumption consciousness, and in terms of their general ethical consumption knowledge and behaviors. Additionally, the effects of clothing-related ethical consumption consciousness and general ethical consumption knowledge on general ethical consumption behavior were examined. The program for education in ethical consumption related to clothing for adolescents was developed and applied, two surveys for the pre-post test design were conducted with high school female and male students, and a total of 158 responses were analyzed. The results of this study were as follows. 1) The results of the factor analysis and the reliability test on ethical consumption consciousness for high school students clearly showed factorial structures including Pro-environmentalism, Animal welfare, Social responsibility, and Recycling. 2) Analysis of the differences in the means of ethical consumption consciousness, knowledge, and behaviors of respondents between pre-test and post-test revealed that posttest means of all research variables after application of the education program were higher than pre-test means. 3) The ethical consumption knowledge had important medicating roles in the relationship between ethical consumption consciousness with regard to clothing and general ethical consumption behaviors. Overall, the study provides empirical evidence to support the notion that there is a need for applying an ethical consumption education program to lead adolescents to consume ethically.