A Relationship Between Pro-Environmental Behavior and Eco-Friendly Channels Usage: Local Food Market and Farmers’ Market Context

Young-Doo KIM 한국유통과학회 2022 산경연구논집 Vol.13 No.12

Purpose: Despite the numerous studies on factors impacting pro-environmental behavior, actual studies analyzing a relationship between pro-environmental behavior and eco-friendly channels (e.g., local food market and farmers’ market channel) usage behavior (visit and purchasing frequency) are rare. This study investigated the relationship between consumers with positive pro-environmental behavior and eco-friendly channels usage behavior. Research design, data and methodology: The study investigated the relationship between pro-environmental behavior and eco-friendly channels (local food markets and farmers market) visit behavior by analyzing data from the Korea Consumer Agency’s 2021 Korea Consumption Life Index, with a focus on the pro-environmental index. Relationship between pro-environmental behavior and whether eco-friendly channels visit or not were analyzed. Demographic variables also influence eco-friendly oriented channels visit. Data analysis used hierarchical regression, firstly inputted pro-environmental behavior, and then demographic variables inputted, and finally pro-environmental behavior and demographics interactions as moderating variables inputted. Results: Consumer’s with positive behavior towards pro-environment were indeed more likely to choose local food market and farmers’ market compared to other consumers. Demographic variables also effect local food market visit. Some demographic variables moderate this relationship. The results, however, differed by channel type. Conclusions: Pro-environmental behavior is closely related to eco-friendly channels (local food market and farmers; market) visit.

주인의식이 친환경 행동에 미치는 효과와 심리적 주인의식의 형성에 영향을 미치는 요인에 관한 연구

김종흠,김담율,김신원,김세희 한국소비자학회 2025 소비자학연구 Vol.36 No.1

본 연구는 자연환경에 대한 심리적 주인의식이 친환경 행동의도에 어떠한 영향을 미치는지를 확인하기 위해 진행되었다. 더불어, 심리적 주인의식의 형성에 영향을 미치는 선행요인과 그 작동 메커니즘을 탐색하는 것을 목표로 하였다. 지각된 통제감, 친환경 지식, 그리고 친환경 행동 경험을 선행요인으로 설정하였으며, 이러한 선행요인들이 어떠한 심리적 기제를 통해 주인의식을 형성하는지를 알아보기 위해 자기효능감과 친숙감의 매개효과를 분석하였다. 연구결과 첫째, 심리적 주인의식은 친환경 행동의도에 긍정적인 영향력을 미치는 것으로 나타났다. 둘째, 지각된 통제감과 자기효능감, 자연환경에 대한 주인의식 사이의 관계성과 그 영향력을 분석한 결과 지각된 통제감은 심리적 주인의식에 직접적인 영향력을 미치지 않았지만, 자기효능감을 매개로 하여 간접적인 영향을 미치는 것으로 나타났다. 셋째, 친환경 지식과 친환경 행동에 관한 친숙감이 심리적 주인의식에 어떠한 영향을 미치는지를 분석한 결과 친환경 지식은 자연환경에 대한 심리적 주인의식에 직접적인 긍정적 영향력을 미치지만, 친숙감은 매개효과를 가지지 않는 것으로 나타났다. 넷째, 친환경 행동경험과 심리적 주인의식, 자기효능감, 그리고 친환경 행동에 관한 친숙감이 어떠한 관계에 있는지를 확인한 결과 친환경 행동경험이 심리적 주인의식에 직접적으로 영향을 미치지는 않았지만, 자기효능감을 경험함으로써 주인의식에 긍정적인 영향을 미치는 것으로 확인되었다. 이와 마찬가지로, 친환경 행동경험은 친숙감을 통해 심리적 주인의식으로 이어지는 것으로 나타났다. 심리적 주인의식은 주로 조직 내 행동이나 직무 열의와 관련된 기존의 선행연구들에서 많이 다루어졌으나, 본 연구는 이와 다르게 심리적 주인의식이 친환경 행동 의도를 높이는 데에도 중요한 역할을 할 수 있음을 검증했다는 점에서 학문적 의의가 있다. 또한, 연구 결과는 대중의 친환경 행동을 유도하기 위해서는 개인이 친환경 행동의 성과를 스스로 인식할 수 있도록 돕는 환경 프로그램과 환경교육 등의 실무적 전략을 마련하는 것이 필요함을 강조하며, 이를 통해 자연환경에 대한 심리적 주인의식을 형성하는 것이 중요함을 시사한다. This study was conducted to examine how psychological ownership influences the increase in pro-environmental behavioral intentions. To explore the factors shaping psychological ownership, the effects of three key antecedents—perceived control, pro-environmental knowledge, and pro-environmental experience—were analyzed. Additionally, the mediating roles of self-efficacy and familiarity with pro-environmental behavior were explored to understand how these antecedents contribute to the development of ownership toward nature. First, according to the results of this study, psychological ownership positively influenced pro-environmental behavioral intentions. Second, an analysis of the relationships among perceived control, self-efficacy, and psychological ownership revealed that perceived control does not directly impact psychological ownership, but exerts an indirect influence through self-efficacy. Third, an examination of how pro-environmental knowledge and familiarity with pro-environmental behavior affect psychological ownership of nature indicated that pro-environmental knowledge has a direct positive impact on psychological ownership, whereas familiarity does not serve as a mediating factor. Fourth, an analysis of the relationship among pro-environmental experience, psychological ownership, self-efficacy, and familiarity with pro-environmental behavior showed that pro-environmental experience does not directly affect psychological ownership. However, the experience indirectly influenced the ownership through self-efficacy and familiarity. While most previous studies have examined psychological ownership in the context of organizational foundations and job engagement, this study highlights the crucial role of psychological ownership in strengthening pro-environmental behavioral intentions. In this regard, the findings offer significant academic implications. Furthermore, this study suggests that fostering psychological ownership of nature through environmental education and programs—where individuals can recognize the impact of their pro-environmental actions in daily life—can be an effective strategy for promoting pro-environmental behavior.

환경에 대한 객관적, 주관적 지식이 환경 친화적 행동에 미치는 영향

이용기(Yong Ki Lee),김민성(Min Seong Kim),최정구(Jeang Gu Choi) 한국경영학회 2010 경영학연구 Vol.39 No.5

The bigger concern of consumers about the environment appears to have little discernible impact on Korea consumers’ pro-environmental behaviors. Therefore, it has become clear that the prediction of pro-environmental behavior needs to be analyzed more comprehensively. The aim of this study is to identify predictors of pro-environmental behaviors of Korean consumers and test interrelationships among environmental knowledge and affect, and eventually, provides a conceptual model indicating how environmental objective and subjective knowledge guide individuals’ pro-environmental behavior (green buying, green product use, and proenvironmental disposal behavior). The data were collected from 416 green consumers who live in Seoul and were analyzed using frequence, reliability, and factor analysis, and SEM (structural equation model) with SPSS/WIN and AMOS 16.0. In order to test unidimensionality and nomological validity of the measures of each construct we employed scale refinement procedure. The results of factor analyses with confirmatory factor analysis method and reliability test with Cronbach’s α’s warranted unidimensionality of the measures for each construct. In addition, nomological validity of the measures was warranted from the result of correlation analysis. The data were analyzed with structural equation modeling with AMOS 16.0. The result of the overall model analysis appeared as follows: χ2=190.666(df=90, p=.000), GFI=.945, AGFI=.917, RMSEA=.052, IFI=.965, CFI=.964. Since the result of the overall model analysis demonstrated a good fit, we could further analyze our data. The bigger concern of consumers about the environment appears to have little discernible impact on Korea consumers’ pro-environmental behaviors. Therefore, it has become clear that the prediction of pro-environmental behavior needs to be analyzed more comprehensively. The aim of this study is to identify predictors of pro-environmental behaviors of Korean consumers and test interrelationships among environmental knowledge and affect, and eventually, provides a conceptual model indicating how environmental objective and subjective knowledge guide individuals’ pro-environmental behavior (green buying, green product use, and proenvironmental disposal behavior). The data were collected from 416 green consumers who live in Seoul and were analyzed using frequence, reliability, and factor analysis, and SEM (structural equation model) with SPSS/WIN and AMOS 16.0. In order to test unidimensionality and nomological validity of the measures of each construct we employed scale refinement procedure. The results of factor analyses with confirmatory factor analysis method and reliability test with Cronbach’s α’s warranted unidimensionality of the measures for each construct. In addition, nomological validity of the measures was warranted from the result of correlation analysis. The data were analyzed with structural equation modeling with AMOS 16.0. The result of the overall model analysis appeared as follows: χ2=190.666(df=90, p=.000), GFI=.945, AGFI=.917, RMSEA=.052, IFI=.965, CFI=.964. Since the result of the overall model analysis demonstrated a good fit, we could further analyze our data.

등산객의 친환경 행동에 따른 세분시장 특성

이정규 ( Lee Jung-kyu ) 한국호텔리조트학회 2020 호텔리조트연구 Vol.19 No.6

The purpose of this study was to induce pro-environmental behavior from hikers in South Korea. To achieve it, this paper analyzed (1) the hiking segment market via pro-environmental behavior, (2) characteristics of each hiking segment, and (3) pro-environmental behavioral attitudes according to these segments. As a result of factor analysis of pro-environmental behavior, three-dimensional factors (i.e., protecting the natural environment, protecting wild animals, and following designated trails) were found. Next, cluster analysis was conducted by utilizing these three factors of pro-environmental and revealed two clustered groups, which are ''pro-environment leaders'' and ''non-pro-environment seekers.'' Lastly, by comparing pro-environmental behavioral attitudes between these two groups, it is found that ''pro-environment leader'' value more on pro-environmental knowledge, pro-environmental attitude, and pro-environmental garbage disposal.

경제적 선호가 친환경 태도와 행동에 미치는 영향

유민희,김상현,김지영 한국비즈니스학회 2025 비즈니스융복합연구 Vol.10 No.1

기후 변화에 대한 대응은 기술적 해결책에 국한되지 않으며, 수요 관리와 개인의 생활방식 변화가 온실가스 배출 감소와 탈탄소화 경로의 속도 및 방향에 중요한 영향을 미친다. 그러나 환경 문제에 대한 태도가 행동으로 전환되지 않는 경우가 많아 개인의 친환경 태도와 실제 행동 간의 간극은 지속 가능한 미래를 달성하기 위한 핵심 과제로 남아 있다. 본 연구는 이러한 간극을 설명하기 위해 2023년에 실시된 연세-용운 설문조사를 바탕으로 하여 개인의 경제적 선호(위험 선호, 시간 선호, 호혜성, 이타심 등)가 친환경 태도와 행동에 미치는 영향을 실증적으로 분석한다. 특히, 기존 연구에서 간과된 친환경 태도와 행동 간의 내생적 인과관계를 고려한 추가 분석을 수행하였다. 분석 결과, 위험 회피 성향이 높은 개인은 경제 성장보다는 환경 보호를 선호할 가능성이 높지만, 환경 보호를 위한 비용 지불 의향은 낮은 것으로 나타났다. 또한, 위험 회피 성향이 높은 응답자는 낮은 수준의 노력이 요구되는 친환경 행동에 참여할 확률은 높았으나, 위험 회피 성향이 적극적인 노력과 비용이 수반되는 행동에는 통계적으로 유의미한 영향을 미치지 않았다. 반면, 정의 호혜성과 이타심과 같은 사회적 선호 특성은 친환경 태도와 행동 전반 걸쳐 일관되게 유의미한 영향을 미치는 것으로 확인되었다. 내생적 순위형 프로빗 모형을 적용한 추가 분석에서는 친환경 태도와 행동 간의 내생성을 고려할 경우, 소극적 친환경 행동에 대한 경제적 선호의 효과가 강화되는 것으로 나타났다. 이는 친환경 행동 연구에서 태도와 행동 간의 내생성을 통합적으로 고려한 분석의 필요성을 강조한다. Addressing climate change cannot rely solely on technological solutions. The importance of demand-side management has become increasingly evident, especially given the persistent gap between individuals' pro-environmental attitudes and their actual behaviors. While many individuals express preference of environmental issues, this preference often fails to translate into meaningful action, highlighting a significant challenge in fostering sustainable behaviors. Bridging this gap remains a critical challenge for achieving a sustainable future. This study examines how individuals' economic preferences-such as risk preferences, time preferences, and altruism-shape pro-environmental attitudes and behaviors. Using data from the 2023 Yonsei-Yongwoon survey, it addresses the often-overlooked bidirectional relationship between attitudes and behaviors, offering a comprehensive analysis of their underlying dynamics. The results reveal that respondents with higher risk aversion are more likely to prioritize environmental protection over economic growth. However, greater risk aversion is associated with a reduced willingness to pay for environmental protection costs, suggesting that pro-environmental preferences do not always lead to financial commitments. Furthermore, risk-averse individuals are more likely to adopt low-effort pro-environmental behaviors but are not significantly influenced to undertake high-cost or high-effort actions. In contrast, social preference traits such as fairness reciprocity and altruism have significant and consistent effects across all measures of pro-environmental attitudes and behaviors. Additional analysis employing an endogenous ordered probit model highlights that accounting for the endogeneity between pro-environmental attitudes and behaviors amplifies the effect of economic preferences on passive pro-environmental behaviors. This finding underscores the importance of incorporating the endogeneity between attitudes and behaviors in analyzing pro-environmental actions.

북한산국립공원 탐방객의 환경친화적 행동의도에 관한 연구

홍란지(Hong, Ran-ji),최영민(Choi, Young-min) 한국문화산업학회 2016 문화산업연구 Vol.16 No.4

우리나라의 국립공원을 찾는 탐방객 수는 45,332,135명(2015년 통계)으로, 국립공원의 입장료 폐지, 주5일 근무제, 건강에 대한 관심 증가, 가족중심 체험형 여가활동 증가 등 사회적·정책적 환경의 변화로 인해 꾸준히 증가하고 있다. 이러한 국립공원 탐방객의 지속적인 증가는 반드시 좋은 것만은 아니며 국립공원 탐방객에 의해 자연생태계가 받는 부정적인 영향도 증가하고 있다. 우리나라의 21개의 국립공원 중 하나인 북한산국립공원은 세계적으로 사례가 드문 도시형 국립공원이다. 우리나라 국립공원 중 탐방객이 가장 많이 찾는 북한산국립공원의 연간 탐방객수는 2015년 기준으로 6,371,791명이다. 탐방객이 많이 찾는 만큼 북한산국립공원에서도 무분별한 등산로 확대, 샛길 확산, 쓰레기 문제, 토양과 식생 유실 등의 환경문제가 발생하고 있다. 이러한 과도한 탐방객에 의한 환경 문제는 국립공원 탐방객의 행동에 영향을 미치는 요인 분석이 바탕이 되어야만 문제 해결의 실마리를 찾을 수 있다는 제안들이 있어왔다. 국립공원의 보전을 위해서는 탐방객이 자연환경에 부정적 영향을 가한다는 점을 인식하고 탐방객에게 가장 많은 관심을 가지고 환경친화적 행동을 촉진하는 방안을 모색해야 한다. 따라서‘국립공원 탐방객의 환경행동에 영향을 미치는 요인은 무엇인가?’를 연구문제로 설정하여, 확장된 계획행동이론을 바탕으로 국립공원 탐방객의 환경행동의도를 연구하였다. 연구결과, 탐방객의 환경친화적 신념과 환경친화에 대한 주관적 규범은 환경친화적 행동의도에 유의한 영향을 미치지 않았으며 환경친화적 태 도와 지각된 환경친화적 행동 통제력만이 환경친화적 행동의도에 유의한 영향을 미치는 것으로 나타났다. People who visit the Korea"s National Park are increasing continuously because of 5 working days system, entrance fee abolition, growth of interest about health life, participation of the leisure activity and others. But growing of National Park visitors is not always good phenomenon. Because of some bad effects to natural environment fromvisitors, Bukhansan National Park has themost amount of visitors, about 6,370,000 people in 2015, among 21 national parks in Korea. Because of the large amount of visitors, this national park also has some of environmental problems: lots of garbage, destruction of pathways, the lose of soil, vegetation etc. One of the causes for these kinds of destruction of the environment in national parks is the visitors. In order to recover and protect the national park"s environment, we have to be concerned about the visitors and find out howto lead the visitors" pro-environmental behavior in national park. National parks in Korea has already become one of the most important tour sites to many people. Due to that, studies about the national park visitors" pro-environmental behavior intention can be a necessary research for extending the life of the national park and making the national park an attractive tourist attraction. Therefore, "What is the factor that can effect to visitor"s pro-environmental behavior in national park?" is the main issue in this study. To achieve the goal of this study, questionnaires were made based on the available literature reviews and surveyed to 319 visitors in Bukhansan National Park. For questionnaire data analysis, the SPSS 18.0 andAMOS 18 softwarewere used. The results of this study are as follows. First, the visitors" pro-environmental beliefs and pro-environmental subjective normdidn"t affect pro-environmental behavior intention. Second, visitors" pro-environmental attitude and perceived pro-environmental behavior control did have an effect to pro-environmental behavior intention. Following these results, we have to let the visitors know about environment problems in the national park and also receive environment education on howto contribute to protecting the environment in the national park as a visitor. 우리나라의 국립공원을 찾는 탐방객 수는 45,332,135명(2015년 통계)으로, 국립공원의 입장료 폐지, 주5일 근무제, 건강에 대한 관심 증가, 가족중심 체험형 여가활동 증가 등 사회적·정책적 환경의 변화로 인해 꾸준히 증가하고 있다. 이러한 국립공원 탐방객의 지속적인 증가는 반드시 좋은 것만은 아니며 국립공원 탐방객에 의해 자연생태계가 받는 부정적인 영향도 증가하고 있다. 우리나라의 21개의 국립공원 중 하나인 북한산국립공원은 세계적으로 사례가 드문 도시형 국립공원이다. 우리나라 국립공원 중 탐방객이 가장 많이 찾는 북한산국립공원의 연간 탐방객수는 2015년 기준으로 6,371,791명이다. 탐방객이 많이 찾는 만큼 북한산국립공원에서도 무분별한 등산로 확대, 샛길 확산, 쓰레기 문제, 토양과 식생 유실 등의 환경문제가 발생하고 있다. 이러한 과도한 탐방객에 의한 환경 문제는 국립공원 탐방객의 행동에 영향을 미치는 요인 분석이 바탕이 되어야만 문제 해결의 실마리를 찾을 수 있다는 제안들이 있어왔다. 국립공원의 보전을 위해서는 탐방객이 자연환경에 부정적 영향을 가한다는 점을 인식하고 탐방객에게 가장 많은 관심을 가지고 환경친화적 행동을 촉진하는 방안을 모색해야 한다. 따라서‘국립공원 탐방객의 환경행동에 영향을 미치는 요인은 무엇인가?’를 연구문제로 설정하여, 확장된 계획행동이론을 바탕으로 국립공원 탐방객의 환경행동의도를 연구하였다. 연구결과, 탐방객의 환경친화적 신념과 환경친화에 대한 주관적 규범은 환경친화적 행동의도에 유의한 영향을 미치지 않았으며 환경친화적 태 도와 지각된 환경친화적 행동 통제력만이 환경친화적 행동의도에 유의한 영향을 미치는 것으로 나타났다. People who visit the Korea"s National Park are increasing continuously because of 5 working days system, entrance fee abolition, growth of interest about health life, participation of the leisure activity and others. But growing of National Park visitors is not always good phenomenon. Because of some bad effects to natural environment fromvisitors, Bukhansan National Park has themost amount of visitors, about 6,370,000 people in 2015, among 21 national parks in Korea. Because of the large amount of visitors, this national park also has some of environmental problems: lots of garbage, destruction of pathways, the lose of soil, vegetation etc. One of the causes for these kinds of destruction of the environment in national parks is the visitors. In order to recover and protect the national park"s environment, we have to be concerned about the visitors and find out howto lead the visitors" pro-environmental behavior in national park. National parks in Korea has already become one of the most important tour sites to many people. Due to that, studies about the national park visitors" pro-environmental behavior intention can be a necessary research for extending the life of the national park and making the national park an attractive tourist attraction. Therefore, "What is the factor that can effect to visitor"s pro-environmental behavior in national park?" is the main issue in this study. To achieve the goal of this study, questionnaires were made based on the available literature reviews and surveyed to 319 visitors in Bukhansan National Park. For questionnaire data analysis, the SPSS 18.0 andAMOS 18 softwarewere used. The results of this study are as follows. First, the visitors" pro-environmental beliefs and pro-environmental subjective normdidn"t affect pro-environmental behavior intention. Second, visitors" pro-environmental attitude and perceived pro-environmental behavior control did have an effect to pro-environmental behavior intention. Following these results, we have to let the visitors know about environment problems in the national park and also receive environment education on howto contribute to protecting the environment in the national park as a visitor.

나비 기르기 체험활동이 초등학생의 친환경 행동 및 태도에 미치는 영향

전명자,이정화,정연옥 한국실과교육학회 2011 한국실과교육학회지 Vol.24 No.2

After practicing the butterfly Raising activities for 3rd graders of elementary school, as an alternative of Raising activity which is difficult to conduct in a classroom, student's pro-environmental behavior and attitudes were investigated and analyzed, and following results were obtained. When taking a close look at a change in an pro-environmental attitude for children through a butterfly Raising activity, the experimental group has more interest in all areas listed than that of the control group, for example, an interest in nature, concern for environmental problems, environmental common, pollution, environmental values, and environmental preservation. Thus, the butterfly Raising activities for lower grades in elementary school is known to have a positive effect on enhancing an pro-environmental behavior. In pro-environmental attitude change by the type of housing, for an apartment housing residents, the experimental group was higher than control group in all areas listed, and for a detached house residents, the experimental group was higher than control group only in environmental pollution. After an application of butterfly Raising activity program, for the changes of children's pro-environmental behavior, the experimental group also appeared to be higher than control in all areas, including consumer behavior, eco-management and persuasion. Thus, it proves that a butterfly Raising activity effects positively on children's pro-environmental behavior changes. In pro-environmental behavior change by type of housing, for apartment housing residents, compared with a control, the experimental group appeared to be higher in all area, however, for a detached house residents, compared with a control, the experimental group appeared to be higher only in consumer behavior and persuasion. Thus, butterfly Raising activities for low level of elementary school children's change in pro-environmental behavior and attitude seems to have a positive impact, thus, the positive impact of execution of pro-environmental related actions can be given and shedding a new light on an environmental interest. 본 연구는 교실에서 실습이 어려운 기르기 체험활동의 대안으로 경남 G시에 소재하고 있는 G 초등학교 3학년을 대상으로 나비 기르기 체험활동을 실시한 후 아동들의 친환경 행동 및 태도를 조사 분석하였으며, 다음과 같은 결과를 얻었다. 나비 기르기 체험활동을 통한 아동들의 친환경 태도의 변화는 실험집단의 경우 통제집단에 비하여 자연에 대한 관심, 환경문제에 대한 관심, 환경일반, 환경오염, 환경가치 및 환경보존 영역에서 유의미하게 높게 나타나, 나비 기르기 체험활동이 초등학교 저학년 아동들의 친환경 태도 향상에 긍정적인 영향을 미치는 것으로 알 수 있다. 주거형태에 따른 친환경 태도의 변화는 아파트에 거주할 경우 실험집단이 통제집단보다 모든 영역에서 유의미하게 높은 것으로 나타났으나, 단독주택에 거주할 경우 실험집단은 통제집단에 비하여 환경오염 에서만 높게 나타났다. 나비 기르기 체험활동 프로그램 적용 후, 아동들의 친환경 행동의 변화에서도 실험집단은 통제집단에 비하여 소비자 행위, 생태관리 및 설득 영역에서 유의미하게 높게 나타나, 나비 기르기 체험활동이 아동들의 친환경 행동의 변화에도 긍정적인 영향을 미치는 것으로 알 수 있었다. 주거형태에 따른 친환경 행동의 변화는 아파트에 거주할 경우 실험집단이 통제집단보다 모든 영역에서 유의미하게 높은 것으로 나타났으나, 단독주택에 거주할 경우 실험집단은 통제집단에 비하여 소비자 행위 및 설득 에서만 높게 나타났다. 따라서, 나비 기르기 체험활동은 초등학교 저학년 아동들의 친환경 행동 및 태도에 긍정적인 영향을 미치는 것으로 나타나, 작은 동물 기르기 체험활동이 아동들에게 환경에 대한 관심을 재조명하고 친환경 행동 관련 실천의지에도 긍정적인 영향을 주는 것으로 나타났다.

국민의 환경문제 인식이 환경 만족도와 친환경 행동에 미치는 영향에서 환경정보 행동의 조절된 매개효과 분석

고현종,이효진,송방현 서울사이버대학교 미래사회전략연구소 2024 미래사회 Vol.15 No.3

This study aims to analyze the structural relationship between the public's perception of environmental issues and their pro-environmental behavior based on the research question: "How does the public's perception of environmental issues influence their environmental protection practices?" Utilizing data from the 2023 National Environmental Awareness Survey conducted by the Korea Environment Institute, which included 3,088 respondents, the study presents the following findings: First, public perception of environmental issues has a positive effect on pro-environmental behavior. Second, perception of environmental issues negatively impacts environmental satisfaction. Third, environmental satisfaction negatively affects pro-environmental behavior. Fourth, environmental satisfaction mediates the relationship between the perception of environmental issues and pro-environmental behavior. Lastly, environmental information moderates the mediating effect. The implications of this study are as follows: This study contributes to theoretical expansion by verifying the mediating effect of environmental satisfaction and the moderated mediating effect of environmental information on the influence of environmental issue perception on pro-environmental behavior. It suggests that developing educational programs to enhance the public's awareness of environmental issues can improve ecological sensitivity and promote environmental protection practices. The study demonstrates that the quality of environmental information can influence the level of environmental satisfaction, indicating that providing environmental information through various communication channels can contribute to environmental protection practices and policy development. The study concludes with a discussion of the limitations and future research directions.

Thinking Globally and Acting Locally? : Geographical Dimension of Environmental Concern as Predictors of Pro-environmental Behaviors

Hee-Je Bak 서울대학교 사회발전연구소 2018 Journal of Asian Sociology Vol.47 No.4

Using the structural equation modeling, the present study anlayzed the results of a survey of environmental attitudes conducted in Seoul, Korea to examine the extent to which perceptions of environmental issues at different geographical levels (local and global) influence pro-environmental behavior in everyday life. Concern about global environmental issues influenced pro-environmental behavior both directly and indirectly. As the theory of planned behavior suggests, behavioral intention to protect the environment mediated the relationship. In line with the endowment effect theory, people were more likely to engage in pro-environmental behavior when they were more content with the quality of environment in the neighborhood. However, the influence of the perception of local environmental conditions on pro-environmental behavior was mainly indirect via emotional attachment to a local community. Overall, ordinary people’s perception of global environmental issues was a stronger predictor of individual pro-environmental behavior than was their perception of local environmental conditions, suggesting that “Think globally, act locally” is not merely a slogan for environmentalism, but also a description of what people are actually doing in everyday life. Theses findings therefore suggest that highlighting global environmental problems rather than focusing on local environmental problems would indeed be an effective communicative strategy to promote pro-environmental behavior in everyday life.

Thinking Globally and Acting Locally?: Geographical Dimension of Environmental Concern as Predictors of Pro-environmental Behaviors

박희제 서울대학교 사회발전연구소 2018 Journal of Asian Sociology Vol.47 No.4

Using the structural equation modeling, the present study anlayzed the results of a survey of environmental attitudes conducted in Seoul, Korea to examine the extent to which perceptions of environmental issues at different geographical levels (local and global) influence pro-environmental behavior in everyday life. Concern about global environmental issues influenced pro-environmental behavior both directly and indirectly. As the theory of planned behavior suggests, behavioral intention to protect the environment mediated the relationship. In line with the endowment effect theory, people were more likely to engage in pro-environmental behavior when they were more content with the quality of environment in the neighborhood. However, the influence of the perception of local environmental conditions on pro-environmental behavior was mainly indirect via emotional attachment to a local community. Overall, ordinary people’s perception of global environmental issues was a stronger predictor of individual pro-environmental behavior than was their perception of local environmental conditions, suggesting that “Think globally, act locally” is not merely a slogan for environmentalism, but also a description of what people are actually doing in everyday life. Theses findings therefore suggest that highlighting global environmental problems rather than focusing on local environmental problems would indeed be an effective communicative strategy to promote proenvironmental behavior in everyday life.