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Psychological Make-up of Korean Green Consumerism: A Path Model Analysis
김주호,김연신 한국마케팅과학회 2010 마케팅과학연구 Vol.20 No.3
As consumers’ concern for the environment has been continuously increasing, many firms have actively engaged in environmental marketing to achieve their objectives. However, consumers’ high concerns about the environment are not always reflected in their purchasing behavior. This indicates a need to have an in-depth understanding of the development of green consumption within the individual’s belief system. Considering psychological approaches, a large body of research has examined the factors underlying ecologically conscious consumer behavior and the interrelationships of these factors. However, most of previous research concentrates on Western countries. Using a sample of Korean consumers, this study attempts to understand the bases of Korean green consumerism and find universal values that are cross-culturally important in guiding consumer’s environmental attitudes and behaviors. To this end, we relate the Schwartz’s 10 universal values (Schwartz, 1992) to environmental behaviors in a hierarchical model of value-attitude-behavior. With reference to the value-attitude-behavior framework, a conceptual model was developed to explain what motivations can be manifested in Korean consumers’ environmental attitudes, and subsequently how the attitudes affect their green choices. Using the pattern of relationship among values that can be related to environmentalism, we first hypothesized that there would be particular relationships between motivational value types and environmental attitudes. In hypothesis 2, environmental attitudes are assumed to predict environmental behaviors. On the basis of the claim that favorable attitudes toward the environment may be expressed in many different behaviors, we assumed that consumers’ favorable attitudes toward the environment would be linked to a variety of environmental behaviors because people with high environmental attitudes can be more interested in and knowledgeable about environmental actions. Consistent with H2, we hypothesized in H3 that there would be a positive relationship between different types of environmental behavior. A total of 564 university students participated in the study. The sample included 308 (54.6%) men, 254 (45%) women, and 2 (0.4%) participants who did not indicate their gender. The average age of the participants was 22.5 (s.d.=2.11) years, with a range of 19 to 39 years. Regarding majors, special efforts were made to draw the participants from the different departments of the university. Data was collected by survey administered via self-completion questionnaires. The questionnaire assessed the participants’ value priorities, environmental attitudes and behaviors. Path analysis was conducted (AMOS 4.0) to test the proposed model. The overall fit of the observed model are χ2=72.01 (p=0.00), GFI=0.983, CFI=0.982, NFI=0.970, RMR=0.070, and REMSEA=0.050. Most of the fit measures indicated a good fit of the model with the data. Thus, a hierarchical relationship from values to environmental attitudes to environmental non-purchasing behavior to environmental purchasing behavior was confirmed. All the predicted paths were assessed by path coefficients and several major effects hypothesized were confirmed. Out of the ten value types, universalism and power were found to be significantly but conversely related to environmental attitudes. In line with the other studies, our findings confirmed that environmental attitudes are an important factor in leading a variety of environmentally conscious behaviors. Finally, we found significant relationships between environmental non-purchasing and purchasing behaviors. The path analysis supported the idea that universalism values provide a motivation for Korean consumers’ greenness and they indirectly promote environmental acts through favorable attitudes toward the environment. Participants with high environmental attitudes were found to actively engage in diverse forms of environmentally conscious ...
김주호,전찬기,박종필,이재성,전인규 한국재난정보학회 2015 한국재난정보학회 학술대회 Vol.2015 No.11
이 논문은 세라믹 비드를 일반 모르타르의 잔골재로 대체하여 사용했을 경우 모르타르의 압축강도에 변 화를 확인하고자 수행하였다. 잔골재를 대체할 세라믹 비드의 입도분포를 확인하였고, 세라믹 비드의 잔골 재 대체율을 10%, 20%, 30%로 설정하고 2가지 종류의 세라믹 비드를 이용하여 시험체를 제작하여 7일, 14일 28일의 압축강도를 측정하였다.