친환경 행동-태도-가치(BAV) 모델의 논리성 검증 = Logical Validation of the Eco-friendly Behavior-Attitude-Value Model

다국어 초록 (Multilingual Abstract)

Purpose – This research aims to provide answers to which factors enhance consumer ecological values (V) or attitudes (A). As an answer to this question, the study empirically analyzed whether environmentally friendly behavior (B) can be the answer. The logic of the VAB model unfolds in the order of V (Value) > A (Attitude) > B (Behavior). In other words, consumers that prioritize ecological values will have a favorable attitude toward eco-friendly products, and thus purchase green products. The logic of this study, on the contrary, unfolds in the order of B (Behavior) > A (Attitude) > V (Value).
Design/Methodology/Approach – To answer the research question of which factors enhance consumer environmental values, the study applied the logic of institutional isomorphism. Empirical analysis was conducted with 210 respondents to verify the impact of three factors of institutional isomorphism.
Findings – Coercive isomorphism did not influence environmental attitudes, thus the hypothesis was rejected. However, normative isomorphism and mimetic isomorphism did influence environmental attitudes, and this hypothesis was accepted. Environmental attitudes were found to have a positive influence on ecological values, thus the VAB model was partially validated.
Research Implications – The logic of this study unfolded in the sequence of B (Behavior) > A (Attitudes) > V (Values). That is, the logic suggests that if environmentally friendly purchasing behavior is repeated, individuals develop favorable attitudes toward environmentally friendly products, leading to a prioritization of environmental values.