소비자의 환경의식과 친환경 제품에 대한 태도가 니트웨어 구매의도에 미치는 영향

이선명 한국니트디자인학회 2020 패션과 니트 Vol.18 No.2

The purpose of this study was to investigate the influence of fashion consumer's environmental awareness on eco-friendly product attitude consumer's consciousness and purchase intention of knitwear. The summary of the study is as follows. First as a result of examining the influence of the environmental awareness of fashion consumers on eco-friendly product attitudes and consumer consciousness the environmental consciousness of fashion consumers was analyzed with the consciousness of citizen activists recycling awareness and resource conservation. It had a significant influence on product attitude. Second as a result of examining the influence of eco-friendly product attitudes and consumer consciousness on the purchase intention of knitwear both eco-friendly product attitudes and consumer consciousness had a significant influence on the purchase intention of knitwear. Third the moderating effect of environmental problem severity had a moderating effect of environmental problem severity between eco-friendly product attitudes consumer consciousness and intention to purchase knitwear. Through this research consumer environmental consciousness factors can further subdivide consumers in the fashion market to present marketing strategies. Above all fashion by revealing the influence on the environmental consciousness environment-friendly product attitude and consumer consciousness of consumers who purchase knitwear The results of this study can be used to develop eco-friendly materials considering the characteristics of knit in the market.

식품 주구매자의 식생활 라이스타일, 식품안의식, 환경의식 친환경식품소비에 관한 연구

김숙,허경옥 한국소비문화학회 2019 소비문화연구 Vol.22 No.1

This study classified consumers who showed similar food consumption lifestyle using the data of ‘The Consumer Behavior Survey for Food 2017’, and examined the differences in the socio- demographic characteristics of each group. The relationship between food consumption lifestyle and consumer food safety consciousness, consumer environmental consciousness and eco-friendly food consumption were investigated through structural equation model. The main results were summarized as follows. First, according to the food consumption lifestyle, the Korean consumer group was classified into three groups: gourmet group, food interest group, and food indifference group. Second, Most consumer groups were distributed evenly among gourmet group and food interest group. But more than 60s, middle school educated, simple worker, Gangwon-do residents, monthly income less than 1 million Won, often belong to food indifference group. Third, consumer food safety consciousness showed the highest level in the food interest group and lowest in the food indifference group. Consumer environmental consciousness of the gourmet group was lower than that of the other two groups, and eco-friendly food consumption was the highest in the food interest group. Fourth, among the food consumption lifestyle, healthy & economic seeking, tasty seeking had a statistically significant positive effect on consumer food safety consciousness, but convenient seeking did not affect consumer food safety consciousness. In addition, healthy & economic convenient seeking had a negative effect on consumer environmental consciousness. Finally, consumer food safety consciousness and consumer environmental consciousness both had a positive effect on eco-friendly food consumption. 본 연구는 한국농촌경제연구원의 ‘2017 식품소비행태조사’ 자료를 이용하여 유사한 식생활 라이프스타일을 보이는 소비자들을 유형화하여 분류하고 각 집단의 특성을 살펴보았다. 또한 식생활 라이프스타일, 소비자식품안전의식, 소비자환경의식, 친환경식품소비 간의 관계를 구조모형을 통해 조사․분석하였다. 본 연구결과를 종합하여 정리하면 다음과 같다. 첫째, 식생활 라이프스타일 유형에 따라 우리나라 소비자 집단을 분류한 결과 3개의 집단으로 유형화되었는데, 이는 미식가형, 적극적실천형, 식생활무관심형이다. 둘째, 대부분의 소비자 집단이 미식가형과 적극적실천형에 고르게 분포하고 있는 것으로 나타났지만, 60대 이상, 중졸이하, 농어업․단순노무, 강원권, 월평균소득 100만원 미만, 단독주택 거주 소비자의 경우에는 식생활무관심형 집단에 속하는 비율이 높았다. 셋째, 소비자식품안전의식은 적극적실천형 집단에서 가장 높았고, 식생활무관심형 집단에서 가장 낮았다. 소비자환경의식은 미식가형 집단의 소비자환경의식이 다른 두 집단에 비해 낮았으며, 친환경식품소비는 적극적실천형 집단에서 가장 높았다. 넷째, 식생활 라이프스타일 유형 중 건강․절약추구성향과 식도락추구성향은 소비자식품안전의식에 정적인 영향을 미쳤지만 편의성추구성향은 소비자식품안전의식에 영향을 미치지 못했다. 또한 건강․절약추구성향과 식도락추구성향은 소비자환경의식에 정적영향을 미쳤지만, 편의성추구성향은 소비자환경의식에 부적인 영향을 미쳤다. 마지막으로 소비자식품안전의식과 소비자환경의식은 모두 친환경식품소비에 정적인 영향을 미치는 것으로 나타났다.

Z세대 소비자의 소비자교육, 소비자의식, 소비자행동에 관한 연구

서여주(Yeo Joo Suh) 이화여자대학교 경영연구소 2021 신산업경영저널 Vol.39 No.1

본 연구는 Z세대 소비자를 대상으로 이들의 소비자의식과 소비자행동, 소비자교육의 일반적 수준과 이에 관련된 변인을 파악하고, 소비자행동에 영향을 미치는 요인을 알아보고자 하였다. 이를 통해 Z세대 소비자를 위한 적절한 소비자교육 프로그램 개발과 소비자정책에 필요한 기초자료를 제공하는 것이 본 연구의 목적이다. 본 연구의 주요 결과는 다음과 같다. 첫째, Z세대 소비자의 소비자의식과 소비자행동 그리고 소비자교육에 대한 일반적 수준을 살펴본 결과, 소비자의식의 평균은 3.72점, 소비자행동의 평균은 3.42점으로 소비자의식 수준은 소비자행동 보다 높은 것으로 나타났다. 소비자교육은 평균 3.41점으로 나타났다. 둘째, Z세대 소비자의 소비자의식 중 권리의식은 성별에 따라 통계적으로 유의미한 차이가 나타났고, 책임의식은 월평균 소비액에서 차이를 보였다. 참여의식은 출생연도와 거주지 월평균 소비액에서 통계적인 유의한 차이가 나타났다. 셋째, 소비자행동 중 구매행동은 성별과 거주지에 차이가 나타났고, 사용행동은 거주지와 월평균소비액에 통계적으로 유의한 차이가 나타났다. 처분행동은 거주지와 월평균 소비액에서 통계적 유의한 차이가 나타났다. 넷째, 소비자교육 중 소비자주권교육, 구매의사결정, 소비문화에 관한 교육수준은 월평균 소비액에 통계적으로 유의한 차이가 나타났다. 다섯째, 소비자교육 중 구매의사결정에 관한 교육수준이 높을수록 소비자의식 중 책임의식과 참여의식의 수준도 높은 것으로 나타났다. 또한 소비자교육 중 소비문화에 대한 교육은 소비자 참여의식에 영향을 주는 것으로 나타났다. 여섯째, 소비자교육 중 소비자주권에 관한 교육수준이 높을수록, 소비문화에 관한 교육수준이 높을수록, 소비자의 참여의 식이 높을수록 소비자행동 중 사용행동이 높게 나타났다. 또한 소비자주권교육 수준이 높고, 소비자책임의식이 높을수록 소비자처분행동에 긍정적 영향을 미치는 것으로 나타났다. 본 연구에서는 지금까지 연구되지 않았던 Z세대 소비자의 소비자의식과 소비자행동 그리고 소비자교육의 일반적 경향과 차이를 구체적으로 살펴보았다는 점에서 가치가 있다. The purpose of this study was to identify the factors affecting consumer behavior, as well as to understand their consumer consciousness, consumer behavior, general level of consumer education, and related variables for Generation Z consumers. Through this, the purpose of this study is to develop appropriate consumer education programs for Generation Z consumers and to provide basic data necessary for consumer policy. The main results of this study are as follows. First, as a result of examining the general level of consumer consciousness, consumer behavior and consumer education of Generation Z consumers, the average of consumer consciousness was 3.72 points, and the average of consumer behavior was 3.42 points, indicating that the level of consumer consciousness was higher than that of consumer behavior. Consumer education showed an average of 3.41 points. Second, among the consumer consciousness of Generation Z consumers, there was a statistically significant difference in rights consciousness according to gender, and responsibility consciousness showed a difference in monthly average consumption. There was a statistically significant difference in the awareness of participation in the year of birth and the average monthly consumption amount of residence. Third, among consumer behaviors, there was a difference in gender and place of residence in purchasing behavior, and statistically significant difference was found in place of residence and average monthly consumption in use behavior. The disposition behavior showed a statistically significant difference in the place of residence and the average monthly consumption. Fourth, among consumer education, the level of education on consumer sovereignty education, purchase decision making, and consumption culture showed statistically significant differences in monthly average consumption. Fifth, the higher the level of education regarding purchase decision-making among consumer education, the higher the level of responsibility and participation consciousness among consumers. In addition, among consumer education, education about consumption culture was found to have an effect on consumer participation consciousness. Sixth, among consumer education, the higher the level of education on consumer sovereignty, the higher the level of education on the consumption culture, and the higher the consumers awareness of participation, the higher the usage behavior among consumer behaviors. In addition, it was found that the higher the level of consumer sovereignty education and higher consumer responsibility consciousness had a positive effect on consumer disposition behavior. This study is valuable in that it examines in detail the consumer consciousness and behavior of Gen Z consumers, and general trends and differences in consumer education, which have not been studied so far.

중국 대도시지역권의 소비의식에 관한 연구 -중국 지역사회의 오만과 편견-중국인의 지역정체성과 지역갈등: 작용과 반작용-

박상수 ( Sang Soo Park ),이상만 ( Sang Man Lee ),구기보 ( Ki Bo Ku ),홍정륜 ( Jung Ryun Hong ),이정환 ( Jung Whan Lee ),오대원 ( Dae Won Oh ),유정원 ( Jeong Weon Yu ),이은영 ( Eun Young Lee ),서운석 ( Woon Seok Suh ) 한중사회과학학회 2011 한중사회과학연구 Vol.9 No.1

Using the survey on Chinese consumer in 7 regions, this paper explores the consumer market depth and consumer consciousness in contemporary China and their effect on modern Chinese consumer, especially, the collective imagination ("consumer consciousness") of Chinese people among regions. Informed by recent studies and consumer market survey methods, this research project consisted of surveys with residents in 19 cities of China and OLS analysis on comsumer activity. The paper argues that "Consumer consciousness in China," an officially-endorsed concept that has transformed a personal entity into a local cultural entity, is the most conspicuous and powerful public imagery produced and circulated in the contemporary Chinese consumer market. As a work of collective Consumer consciousness in regions, Chinese consumer creates a complex and contested space in which the Chinese consumer market, the regional consumer culture, and individuals and local communities seek to gain their own ground with various strategies and tactics. This paper has five chapters: Chapter one introduces the project and situates it within a theoretical, historical, and scholarly context. Chapter two details the methodological framework and lays out a specific design for the fieldwork in China. Chapter three probes Chinese consumer consciousness with the focus on 7 regions. Chapter four concerns consumption and regional differences on consumer activities caused by their unique consumer consciousness. The chapter examines survey and OLS analysis on consumers in 19 cities. Chapter five, the conclusion, reiterates the researchers` interpretations, reflects on the methodology, and acknowledges limitations and implications of the present study.

IMPULSE BUYING BEHAVIOR: AN ASSESSMENT OF SELF-INDULGENCE, FASHION CONSCIOUSNESS, AND REGRET AMONG YOUNG CONSUMERS

Yingjiao Xu,Delisia Matthews 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

There is a general consensus in the literature that impulse buying is normatively wrong, but accounts for a substantial volume of the goods sold every year across the broad range of product categories, including fashion products. Research revealed that young consumers particularly contributed greatly to the increase of impulse buying. While lack of self-control has been found strongly associated with the unplanned nature of impulse buying, with an environment of abundance and consumerism, self-indulgence, rather than lack of self-control, may become a more important driver for impulse buying for modern consumers (Sharma, Sivakumaran, & Marshall, 2011). Therefore, the purpose of this study is to investigate how self-indulgence influences young consumers’ impulse buying and the post purchase consumer regret. This study also aims to test the role of fashion consciousness in the relationship between young consumers’ self-indulgence and impulse buying for fashion products. Self-indulgence is considered a hedonistic tendency, which includes enjoying spending money on oneself, buying things for one’s own pleasure, and trying to enjoy life (Sharma, Sivakumaran, & Marshall, 2011). It was recognized as one of the two opposing cognitive forces leading to impulse behavior (Miao, 2011). While the impulse to purchase is comprised of anticipated pleasures and immediate gratification (Rook, 1987), ironically, consumer regret is one of the major emotional consequences associated with impulse buying. There are two types of consumer regret: cognitive dissonance, resulted from an immediate post-purchase comparison of what was purchased versus the other available alternatives, and consumer guilt, related specifically to the consumption decision situations. Literature suggested that individuals show interest in fashion products with the belief that fashion products will contribute to their appearance, image, and/or bring enjoyment to their life (Workman & Kidd, 2000). In that same token, an individual with high self-indulgence tendency is more likely to show interest in fashion in hopes of identifying fashion items for indulgence purpose. Moreover, this indulgence motivated fashion consciousness will more likely lead to high impulse buying for fashion products. Based on the literature, hypotheses were developed for this study as represented in the following figure. Data was collected using a survey of college students majored in textile/fashion management at a large southeast university in the USA. A total of 190 surveys were distributed and returned. The majority of the subjects were females (73.7%), white (74.7%), and held part-time work (56.7%). Existing scales were adopted to measure self-indulgence (Sharma, Sivakumaran, & Marshall, 2011) and fashion consciousness (Bruner & Hensel, 1998). Impulse buying behavior and post-purchase regret were measured by asking subjects to retroactively recall their shopping trips for fashion products during the past three months. A group of items developed by the researchers were used to measure both the impulse buying behavior and consumer regret. A Confirmatory Factor Analysis (CFA) was first employed to assess the psychometric properties of the constructs. Overall, the fit indices of the measurement model were acceptable (NFI=0.86, IFI=0.935, RMSEA=0.066, CMIN/DF=1.7). A Structural Equation Modeling (SEM) was conducted to test the relationship proposed in the hypotheses. To test the mediating effect of fashion consciousness on the relationship between self-indulgence and impulse buying behaviors, a bootstrapping bias-corrected confidence interval procedure was conducted. Overall, the fit indices of the SEM model were acceptable (CMN/df=1.338, NFI=0.90, IFI=0.97, RMSEA=0.044). The SEM results suggested that self-indulgence had a significant influence on impulse buying for fashion products directly and indirectly via fashion consciousness. The impulse purchase behavior had a positive influence on the consumers’ feeling of guilt for the impulse purchase behavior, while no significant influence was found on cognitive dissonance. This research makes several contributions to the literature of impulse buying. First, the study suggests that consumers’ self-indulgence exerts significant direct and indirect influences on consumers’ impulse buying for fashion products. This result may provide an explanation to the phenomenon of increasing impulse buying behavior in the marketplace, even though it is widely considered as a “misbehavior”. Secondly, this study suggests a significant mediating role of fashion consciousness in the relationship between self-indulgence on consumers’ impulse buying for fashion products. The abundance of fashion products in the market and the appreciation of the social and affective function of fashion products contribute to the chain effect from self-indulgence to fashion consciousness and finally to impulse purchase for fashion products. Third, this study confirms the negative guilt feeling resulted from the impulse buying behavior.

소비자의 사회적책임 의식 및 행동에 관한 연구

김혜연,김시월 한국소비문화학회 2014 소비문화연구 Vol.17 No.1

과거 생산지향의 공급자 중심에서 소비지향의 소비자 중심으로 현대사회가 변화하였다. 이에 사회를 둘러싸고 있는 다양한 환경변화들은 개개 소비자에게 소비주체로서 소비자 자신의 개인적 만족을 추구하는 소비선택 역할만이 아니라, 자신의 소비선택이 그가 속한 사회에 지역적으로 그리고/혹은 전 지구촌 사회적으로 경제, 사회, 문화, 정치, 자연생태 등에 어떠한 결과를 야기하는가에 대한 인식으로부터 출발하는 '책임있는 사회적 행동'을 요청하고 있다. 따라서 본 연구는 사회적책임 국제표준인 ISO26000을 '소비자의 사회적책임'에 대한 영역체계로 적용하여 대학생소비자들의 사회적책임 의식과 행동을 알아보고, 관련변수들이 소비자의 사회적책임 의식과 행동에 미치는 영향력 그리고 관계구조를 파악해 보고자 하였다. 그 결과 대학생소비자의 사회적책임 의식수준은 평균 3.79로 비교적 높게 나타났으며, 사회적책임 행동수준은 평균 3.52로 나타나 의식수준 보다는 낮은 수치로 의식과 행동 간에는 다소 차이가 있는 것을 알 수 있다. 일반적 특성 중 소비자교육 경험 여부, 소비자단체활동 경험 여부, 봉사활동 경험 여부는 소비자의 사회적책임 의식과 행동 수준에서 유의미한 차이를 보였으며, 소비자의 효과성 지각(Perceived Consumer Effectiveness), 기업의 사회적책임(Corporate Social Responsibility)에 대한 관심도가 소비자의 사회적책임 의식에 영향을 미치는 것으로 나타났다. 또한 소비자의 사회적책임 의식이 사회적책임 행동에 긍정적인 영향을 미치는 것을 분석결과를 통해 검증하였다. 이러한 연구결과는 소비자 의식의 바탕인 가치 및 태도가 행동과 관련성이 높다는 것을 알 수 있고, 또한 기업의 사회적책임과 소비자의 사회적책임은 관련성이 높다는 점을 알 수 있다. 그리고 이를 기본으로 소비자의 사회적책임 의식이 행동으로까지 연결되는 데에 발생하는 문제점을 파악하고, 분석함으로써 향상된 사회적책임 의식과 행동을 갖춘 소비자를 양성하기 위한 다양한 정책, 지원방안, 소비자교육이 필요함을 알 수 있다. Modern society has been changed from production oriented of supply side to consumer oriented of consumer side. various environmental changes surrounding the society require consumers not only consumers' choice for their own satisfaction but also require consumers to conscious how their choice will effect their society and/or the global's economy, society, culture, politic and natural ecology. Therefore this research will figure out college student consumers' social responsibility consciousness and behavior by applying social responsibility international standard ISO26000 as a consumers' social responsibility system and understand how correlated variables effect consumers' social responsibility consciousness and behavior including relationship structure. As a result, college student consumers' social responsibility consciousness score was comparatively higher, 3.79, than social responsibility behavior score, 3.52 showing that there is a gap between social responsibility awareness and behavior. Among general features, consumer education experience, consumer education participation and voluntary service participation showed meaningful difference in consumers' social responsibility consciousness and behavior. Also consumers' interest in perceived consumer effectiveness and corporate social responsibility effects consumers' social responsibility consciousness. we verified through the research that consumers social responsibility consciousness has a positive effect on social responsibility behavior. These results showed that foundation of consumers' consciousness has a high relation with consumers' behavior and corporate social responsibility has a high relation with consumers' social responsibility. Based on these results, it is necessary to understand and analyse the problem that occurred when consumers have difficulty changing their social responsibility consciousness to social responsibility behavior and need various policy, strategy and education to foster consumers with social responsibility consciousness and behavior.

消費者價値, 環境意識, 以及購買綠色服裝産品的意愿

( Sea Hee Lee ) 한국마케팅과학회 2011 Journal of Global Fashion Marketing Vol.2 No.3

Consumer awareness of and concerns for the environment have increased significantly and environmental concerns now represent one of the major factors in consumer decision making. While there have been many studies regarding green marketing, limited research has been conducted concerning the consumers` view on ethical issues in the fashion industry and its influence on their purchase behavior (Laroche, et al., 2001; Dickson, 2000; Butler & Francis, 1997). This study looks at the relationships among environmental consciousness, willingness to pay more toward environmentally friendly apparel products and buying behavior among college students. It also examines the effects of fashion involvement, which is considered one of the important values in apparel purchasing behavior. Laroch, et al.`s (2001) conceptual framework serves as a basis for the present research. In this framework, they consider factors that may influence consumers` willingness to pay more for environmentally friendly products using five categories: demographics, knowledge, values, attitudes and behavior. Among these five categories, four of them (knowledge, values, attitudes and behavior) were adopted and knowledge, attitudes and behavior were considered as an environmental consciousness and those were included as predictors of willingness to pay more for green apparel in this research. In addition, since many studies examined the hierarchical relationship between values, knowledge, attitudes, and behaviors, it was hypothesized that value (fashion involvement) will influence environmental consciousness (knowledge, attitudes, and behavior) and environmental consciousness will have direct effect on willingness to pay more for eco-friendly apparel products following reviews of literature. Based on the previous discussion, six hypotheses were developed: H1. Consumers who have higher fashion involvement value will have less environmental knowledge than those who have lower fashion involvement value. H2. Consumers who have higher fashion involvement value will have lower environmental concern than those who have lower fashion involvement value. H3. Consumers who have higher fashion involvement value will demonstrate fewer environmentally sensitive behaviors than consumers who have lower fashion involvement value. H4. Consumers who have more environmental knowledge will demonstrate a greater willingness to pay more for environmentally friendly apparel products than consumers who have less environmental knowledge. H5. Consumers who have higher environmental concerns will show higher willingness to pay more for environmentally friendly apparel products than consumers who have lower environmental concerns. H6. Consumers who are more involved in environmentally sensitive behaviors will have higher willingness to pay more for environmentally friendly apparel products than consumers who are less engaged in general environmental behaviors. The questionnaire was developed from existing measures of the variables and from the author. The participants were 150 undergraduate students attending a Midwestern university. To test the hypothesized model, linear structural equation modeling (LISREL 8) was performed. The findings of this study provide that university students who had more interest in fashion tended to know less about environmental issues, to show less concern about the environment, and to be involved less in the environmentally sensitive behaviors. According to the results, there was no relationship between environmental knowledge and willingness to pay more for eco-friendly apparel. This indicates that people who have more knowledge about the environment are not necessarily the consumers of eco-friendly apparel. The findings also show that college students who were more concerned about the environment tended to be willing to pay more for green apparel. College students who made more effort to conserve energy and natural resources also tended to be willing to spend more for green apparel. This research provides valuable insights for eco-friendly apparel product retailers and manufacturers by indicating that two dimensions of environmental consciousness (attitude and behavior) were good predictors of college students` willingness to spend more for green apparel. Environmentally sensitive behavior like conserving natural resources is a good indicator to intention to purchase environmentally friendly apparel products. Retailers and marketers might need to encourage students to be aware the importance of environmentally sensitive behaviors and to involve in those behaviors. Marketers in the fashion industry need to consider college students` environmental concerns and conserving natural resources behaviors when they make marketing decisions for environmentally-friendly apparel products. The apparel marketers also need to develop creative marketing strategies for the eco-friendly apparel products to persuade the fashion-conscious consumers. Although environmental knowledge was not related to intention to pay more for green apparel, it might be related to environmental concern or other environmental behavior. It is also suggested that apparel retailers and marketers should use a consistent and reliable message about their practice of green marketing in order not to confuse consumers.

중·고등학교의 소비자교육 실태에 관한 조사분석 : 청소년의 소비자 의식을 중심으로 with consciousness and behavior of the younger generation

안승철,신남경 영남대학교 자원문제연구소 1999 資源問題硏究 Vol.18 No.-

This research has one aim of giving the basic data for consumer education by analysizing the actual condition of consumer's consciousness. In accordance with this aim, we proposed a question to students in P'ohang region. The number of actual respondent was proved to be 964. The result of empirical analysis is like this ; First, Most students recogniae the consumer protection and consumer consciousness, especially female students knew the consumer protection well. Second, Many students had a negative view about system of the consumer protection. Through this, we found that consumer education is necessary. It must be emphasized to have a positive consumer attitude. But actual consumer education in schools is different from what students want, it will be necessary to have experiences and instances through real life in the future.

지속가능 패션에 대한 국내 소비자 의식 조사 연구

김경희(Kim Kyung-Hee) 한복문화학회 2014 韓服文化 Vol.17 No.3

The purpose of this study is to find out how environmental consciousness and ethical consumption affected consumers’ reaction to their sustainable fashion and consumer satisfaction in global SPA brands. To look into the effect of consumers" consciousness (environmental consciousness and ethical consumption consciousness) on the sustainable areas of global SPA brand, this study tried to investigate the suitability of three responsible activity areas (economy, environment, and society) and reveal consumers" perception of the sustainable areas according to suitability. A survey questions are used to collect information from 186 respondents who had experience in purchasing apparel products from global SPA brands Uniqlo, H&M, and Zara within the preceding 1(one) year. Collected data underwent descriptive analysis, factor analysis and regression analysis. The study results are summarized as follows: First, it was found that consumers" environmental consciousness and ethical consumption consciousness positively affected the three sustainable areas (economy, environment, and society) of global SPA brand. Secondly, according to the analysis as to how the sustainability of SPA brand that consumers recognized would affect consumers" perception of sustainability, economic responsible activity and social responsible activity positively affected consumers" perception, whereas environmental responsible activity didn"t significantly affect it. Thirdly, it was found that the perceived sustainable areas of SPA brand positively affected consumer satisfaction. It indicates that when consumers purchase SPA brand, consumers" perception of the sustainable activity areas of SPA brand give a positive effect leading into consumer satisfaction.

소비자의 안전의식 및 행동과 기업 및 기업규제에 대한 인식이 공산품품질인증에 대한 만족에 미치는 영향분석

홍지현,김유정,김숙 표준인증안전학회 2018 표준인증안전학회지 Vol.8 No.1

In this study, it investigated and analyzed consumer’s safety consciousness and behavior, awareness of company and its regulation to consumer satisfaction of industrial products quality certification. Concretely a close look at this study, first, it investigated the differences of survey target’s safety consciousness․behavior and characteristics, awareness of company and its regulation, consumer satisfaction of industrial products quality certification by sociodemographic feature. Second, the data is set by safety consciousness․behavior and characteristics to independent variable, company and its regulation to parameter, consumer satisfaction of industrial products quality certification to dependent variable. The results are below. First, the results of differences between consumer satisfaction of awareness of company and its regulation, consumer fraud awareness of company, industrial products quality certification are like this. consumer awareness of company regulation showed high to the variables of age 50s, and married consumers. In case of consumer fraud awareness of company, there was no differences were shown by socio-demographic feature. In the other hand, consumer satisfaction of industrial products quality certification showed high to male consumers and consumer of age 50s. Second, by looking at the result of covariance structure analysis about safety consciousness and behavior characteristics and company and its regulation such as anxiety about the safety, responsibility consciousness of safety, safety product seeking behavior, first, responsibility consciousness of safety statistically had positive effects to awareness of company and its regulation. By the other hand, anxiety about the safety effected positively to consumer fraud awareness of company, and responsibility consciousness of safety effected negatively to consumer fraud awareness of company. Safety product seeking behavior effected positively to consumer fraud awareness of company. 본 연구에서는 소비자의 안전의식․행동과 기업과 기업규제에 대한 소비자인식이 공산품품질인증에 대한 소비자만족에 미치는 영향을 조사, 분석하였다. 안전의식․행동 특성은 독립변수로, 기업과 기업규제에 대한 소비자인식은 매개변수로, 공산품품질인증에 대한 소비자만족은 종속변수로 설정하였다. 본 연구의 결과를 정리․종합하면 다음과 같다. 소비자의 안전의식․행동 특성 그리고 기업과 기업규제에 대한 소비자인식 즉, 안전불안감, 소비자 안전책임의식, 안전제품 추구행동이 공산품품질인증에 대한 만족도에 미치는 영향을 공변량구조분석을 실시하였고 그 결과를 살펴보면 먼저, 소비자안전책임의식은 기업규제에 대한 소비자인식에 통계적으로 유의한 영향을 미치는 것으로 나타났다. 한편, 소비자의 안전불안감은 기업에 대한 소비자의 인식에 부적 영향을 미치며, 소비자안전에 대한 책임의식은 기업에 대한 소비자의 인식에 유의한 정적 영향을 미치고 있었다. 소비자의 안전제품 추구행동은 기업에 대한 소비자인식에 부적 영향을 미치는 것으로 나타났다.