지속가능한 소비자 행동 실천을 위한 정책 개입 효과: 텍스트마이닝을 활용한 소비자 반응 분석 = The Impact of Policy Intervention on Sustainable Consumer Behavior: Examination of Consumer Responses Using Text Mining

다국어 초록 (Multilingual Abstract)

The increasing importance of environmental sustainability requires consumers’ active engagement in environmentally sustainable consumption. Accordingly, there have been various attempts to encourage consumers to participate in initiatives for environmental protection. Government’s policy intervention is one of such attempts designed to force the public to change their behavior to be more environmentally sustainable. With a growing emphasis on achieving the UN’s Sustainable Development Goals by 2030, governments in many countries adopt and enforce policies that directly influence consumer behavior.
However, there are only limited research on consumer reactions and the effects of enforcement of such policies that require consumers to sacrifice their consumption experience for sustainability. Existent studies have primarily focused on compensatory policies for sustainable consumption and examined the effects of various rewards for participating in government policies on reducing consumer resistance to the policies.
Recently, however, governments implement policies for sustainability that requires compulsory participation.
Despite the growing enforcement of compulsory policies for sustainability, research on consumer response to and the effects of such policies are scarce.
This study aims to bridge this research gap by analyzing initial reactions of consumers to policies for environmental sustainability enforced in Korea and subsequent response to consumption experiences which has been restrained (or even deteriorated) after the policy enforcement. To answer the research question, this study employed a comprehensive approach of collecting text data from various sources such as consumer comments on internet news articles discussing upcoming regulatory policies and reviews from individuals who have directly experienced the service changes resulting from policy enforcement. The collected text data was subjected to sentimental analysis, to classify the opinions expressed into positive, negative, and neutral categories. Moreover, LDA topic modeling techniques were utilized to gain further insights and understand patterns within the classified data. This study provides a deeper understanding of the impact of policy implementation on consumer attitudes and behavior through a comprehensive examination of consumer reactions.
The sentiment analysis revealed that initially, there was a prevalence of negative opinions among consumers when the regulatory policies were announced. However, there was a notable increase in positive opinions among those who actually experienced the service changes resulting from policy implementation.
Furthermore, the LDA topic modeling analysis of the classified data revealed that consumers generally recognize the seriousness of environmental problems and the importance of addressing them and thus try to be accepting of policies that may restrain their consumption behavior. However, there were negative views specifically related to service quality and skepticism that the companies may actually benefit from cost reduction.
The findings from this study contribute to a deeper understanding of consumer behavior in the context of compulsory policy implementation. The insights gained can inform policymakers and corporate practitioners in developing and implementing effective policies that encourage sustainable behavior while addressing consumer concerns. By recognizing the initial resistance to new policies and understanding the factors that contribute to consumer acceptance, policymakers can tailor their approaches to ensure the successful adoption and long-term effectiveness of compulsory measures. This study sheds light on consumer reactions to changes in consumption experiences.

국문 초록 (Abstract)

환경문제 해결을 위해 국가, 기업, 개인 모두의 노력이 필요한 가운데 특히 소비자들의 환경적으로 지속가능한행동이 주목받고 있다. 소비자의 실천을 통해 환경적 지속가능성을 달성할 수 있다는 공감대를 바탕으로 지속가능한소비자 행동을 유도하기 위한 여러 방안이 논의되었고, 그 중 정책적 개입을 통한 행동 변화에 대한 관심이 높아졌다.
2030년까지 UN이 제시한 지속가능발전목표를 달성하고자 하는 국가들은 강제적 성격의 정책을 도입하여 소비자의행동에 직접적으로 개입하기 시작하였고 이러한 경향은 더욱 확대될 전망이다. 하지만 정책과 관련된 기존 연구들은보상을 제공하는 비강제적 정책이 소비자의 거부감이 적어 더 효과적이라고 평가하고 이를 중심으로 논의하였기때문에 강제적 정책 시행 시 소비자의 반응 및 효과에 대한 연구는 부족한 실정이다.
이에 본 연구는 실제 국내에서 시행중인 정책에 대한 소비자들의 초기 반응과 정책 시행 후 반응을 분석하여소비자에 대한 이해를 확대하는 것을 목표로 한다. 이를 위해 국내에서 시행 예정인 규제 정책에 대한 뉴스 댓글반응과 정책 적용으로 변경된 기업의 서비스를 실제로 체험한 후기를 수집한 후 분석하였다. 1차로 감성 분석을통해 텍스트 데이터를 긍정, 부정 및 중립 의견으로 분류하였고 2차로 분류된 데이터를 LDA 토픽 모델링 분석하여세부적 평가 근거를 파악하였다. 감성 분석 결과 정책에 대한 초기 반응은 부정적 의견이 우세하였지만 변경된서비스를 체험한 후 부정적 의견이 감소하고 긍정적 의견이 증가하였다. 세부적 의견을 분석한 결과 소비자들은전반적으로 환경문제 심각성 및 이를 해결해야 한다는 문제인식이 높은 편이지만 변경된 서비스에 대한 우려 및기업의 비용 절감 의도에 대한 부정적인 시각이 존재하였다. 본 연구는 지속가능한 소비자 행동을 유도하기 위해강제적 정책을 도입했을 때 소비자의 반응을 분석하여 소비자에 대한 이해를 더할뿐만 아니라 정책 입안자 및 기업의실무자들이 정책을 수립하고 기업에 도입하는 방향에 참고할 수 있는 시사점을 제공한다.

참고문헌 (Reference)

1 정민경 ; 권지윤 ; 이재우 ; 이유나 ; 이새봄, "텍스트마이닝을 활용한 식품유통 플랫폼에 대한소비자 인식 분석 - 토픽모델링 기법을 중심으로 -" 한국외식경영학회 24 : 71-100, 2021

2 한성수 ; 양동우, "텍스트마이닝을 이용한 창업 관련 연구 동향 분석" 한국벤처창업학회 12 (12): 1-12, 2017

3 엄성원, "텍스트 마이닝을 활용한 Youtube 광고에 대한 소비자 인식 분석" 대한경영정보학회 39 (39): 181-193, 2020

4 신서영 ; 이범준, "코로나19 확산에 따른 외식에 대한 소비자 인식 분석: 토픽모델링 및 네트워크 분석의 활용" 한국호텔외식관광경영학회 30 (30): 71-90, 2021

5 이양수, "친환경행동의 근원과 경로분석" 한국정부학회 21 (21): 1057-1081, 2009

6 홍연금 ; 송인숙, "친환경농산물 소비자의 구매동기 분석을 통한 윤리적 소비 행동 사례연구" 한국소비문화학회 11 (11): 23-42, 2008

7 김유영 ; 송민, "영화 리뷰 감성분석을 위한텍스트 마이닝 기반 감성 분류기 구축" 한국지능정보시스템학회 22 (22): 71-89, 2016

8 김건아 ; 김철기, "빅 데이터를 이용한 제품디자인의 감성반응 분석 - 스마트폰을 대상으로 -" 한국전시산업융합연구원 27 : 31-48, 2017

9 홍순구 ; 유승의 ; 안순재, "도시재생정책에 대한 감성분석: 감천문화마을 방문객 리뷰를 중심으로" 한국데이터정보과학회 30 (30): 1233-1244, 2019

10 이화진, "당신은 사회 트렌드에 뒤떨어지는 소비자가 되시겠습니까?: 트렌디 규범 메시지가 친환경 소비 의도에 미치는 영향" 한국환경교육학회 35 (35): 233-244, 2022

11 허세영 ; 김초원 ; 정안용 ; 이새봄, "네이버 뉴스 댓글을 활용한 ‘비혼출산’에 대한 감성분석" 한국콘텐츠학회 22 (22): 74-85, 2022

12 황윤성 ; 서용모, "가치-태도-행동모델(VAB)을 활용한 친환경 소비자의 환경교육의 조절효과 연구" 한국융합학회 8 (8): 273-282, 2017

13 Gonzalez-Arcos, C., "“How do I carry all this now?” Understanding consumer resistance to sustainability interventions" 85 (85): 44-61, 2021

14 Steg, L., "Why are energy policies acceptable and effective?" 38 (38): 92-111, 2006

15 Brückmann, G., "What drives public support for policies to enhance electric vehicle adoption?" 15 (15): 094002-, 2020

16 Robelia, B., "What do people know about key environmental issues? A review of environmental knowledge surveys" 18 (18): 299-321, 2012

17 Weng, J., "Twitterrank: finding topic-sensitive influential twitterers" 261-270, 2010

18 Han, H., "Theory of green purchase behavior (TGPB): A new theory for sustainable consumption of green hotel and green restaurant products" 29 (29): 2815-2828, 2020

19 Norman, D, "The design of everyday things:Revised and expanded edition" Basic books 2013

20 Cherry, T. L., "The acceptability of efficiency-enhancing environmental taxes, subsidies and regulation : An experimental investigation" 16 : 90-96, 2012

21 Talib, R., "Text mining : techniques, applications and issues" 7 (7): 2016

22 박종옥, "SNS 빅데이터 분석에 기초한 한국 서비스시장 품목별 소비자 감성" 한국소비자원 52 (52): 27-52, 2021

23 Nickerson, R. S., "Psychology and environmental change" Psychology Press 2002

24 Coskun, A., "Promoting sustainability through behavior change : A review" 41 : 183-204, 2015

25 Stern, P. C., "New environmental theories : toward a coherent theory of environmentally significant behavior" 56 (56): 407-424, 2000

26 Kollmuss, A., "Mind the gap:why do people act environmentally and what are the barriers to pro-environmental behavior?" 8 (8): 239-226, 2002

27 Carrington, M. J., "Lost in translation : Exploring the ethical consumer intention–behavior gap" 67 (67): 2759-2767, 2014

28 Blei, D. M., "Latent dirichlet allocation" 3 : 993-1022, 2003

29 Falkner, R., "International climate policy after Copenhagen : Towards a ‘building blocks’ approach" 1 (1): 252-262, 2010

30 Clark, C. F., "Internal and external influences on pro-environmental behavior : Participation in a green electricity program" 23 (23): 237-224, 2003

31 Paranyushkin, D., "Identifying the pathways for meaning circulation using text network analysis" 26 : 1-26, 2011

32 De Groot, J. I., "How to make the unpopular popular? Policy characteristics, social norms and the acceptability of environmental policies" 19 : 100-107, 2012

33 Halder, P., "How national culture and ethics matter in consumers’ green consumption values" 265 : 121754-, 2020

34 Hebrok, M., "Household food waste : Drivers and potential intervention points for design–An extensive review" 151 : 380-392, 2017

35 Faure, C., "Household acceptability of energy efficiency policies in the European Union : Policy characteristics trade-offs and the role of trust in government and environmental identity" 192 : 107267-, 2022

36 Joshi, Y., "Factors affecting green purchase behaviour and future research directions" 3 (3): 128-143, 2015

37 Rhodes, E., "Exploring citizen support for different types of climate policy" 137 : 56-69, 2017

38 Zachrisson, J., "Exploring behavioural psychology to support design for sustainable behaviour research" 10 (10): 50-66, 2012

39 Steg, L., "Encouraging pro-environmental behaviour : An integrative review and research agenda" 29 (29): 309-317, 2009

40 Arbuthnott, K. D., "Education for sustainable development beyond attitude change" 10 (10): 152-163, 2009

41 Garvey, A. M., "Eco-product choice cuts both ways : How proenvironmental licensing versus reinforcement is contingent on environmental consciousness" 36 (36): 284-298, 2017

42 Palmer, G., "Earth summit: What went wrong at Rio" 70 : 1005-, 1992

43 Rhodes, E., "Designing flexible regulations to mitigate climate change : A cross-country comparative policy analysis" 156 : 112419-, 2021

44 Lilley, D., "Design for sustainable behaviour : strategies and perceptions" 30 (30): 704-720, 2009

45 Arnette, A. N., "Design for sustainability(DFS) : the intersection of supply chain and environment" 83 : 374-390, 2014

46 Archak, N., "Deriving the pricing power of product features by mining consumer reviews" 57 (57): 1485-1509, 2011

47 Klineberg, S. L., "Demographic predictors of environmental concern: It does make a difference how it’s measured" 734-753, 1998

48 Zhang, L., "Deep learning for sentiment analysis: A survey" 8 (8): e1253-, 2018

49 Niedderer, K., "Creating sustainable innovation through design for behaviour change: full project report" 2014

50 Han, H., "Consumer behavior and environmental sustainability in tourism and hospitality:A review of theories, concepts, and latest research" 29 (29): 1021-1042, 2021

51 Devlin, J., "Bert: Pre-training of deep bidirectional transformers for language understanding"

52 Eriksson, L., "Acceptability of travel demand management measures : The importance of problem awareness, personal norm, freedom, and fairness" 26 (26): 15-26, 2006

53 Nandwani, P., "A review on sentiment analysis and emotion detection from text" 11 (11): 81-, 2021

54 Daae, J., "A classification of user research methods for design for sustainable behaviour" 106 : 680-689, 2015

55 권영락 ; 이재영 ; 김찬국 ; 안재정 ; 서은정 ; 남윤희 ; 박은화 ; 최소영 ; 안유민, "2015개정 환경 교육과정의 개정 방향과 주요 내용" 한국환경교육학회 29 (29): 363-383, 2016