체면 민감성이 지속가능한 행동 의도에 미치는 영향: 예기된 도덕적 정서의 매개 효과를 중심으로 = Effects of the Face Sensitivity on the Sustainable Behavior Intention: Focusing on the Mediating Effects of Anticipated Moral Emotions

다국어 초록 (Multilingual Abstract)

Nowadays sustainability has emerged as a big issue in the world. Many companies make effort to realize sustainable development, and a lot of consumers also switch their non-sustainable behavior to sustainable behavior. The purpose of this study is to examine how the face sensitivity influences Korean consumers’ sustainable behavior. And this study also investigates the mediating effects of anticipated moral emotions on the relationship between face sensitivity and sustainable behavior intention.
This study’s results are as follows. First, self-conscious shame has a positive influence on anticipated guilt and anticipated pride. Second, other consciousness has a positive influence on anticipated guilt. On the other hand, it has no significant effect on anticipated pride. Third, social formality has no significant effect on anticipated guilt but it has a positive influence on anticipated pride. Fourth, anticipated moral emotions have a positive influence on sustainable behavior intention (both fair trade and charity behavior). This study shows that anticipated moral emotions have mediating effects between face sensitivity and sustainable behavior intention. The new path about sustainable behavior was identified.

국문 초록 (Abstract)

본 연구에서 한국 소비자의 체면 민감성과 예기된 도덕적 정서에 주목하여 한국인의 지속가능한 행동 의도에 어떤 영향을 미치는지 살펴보았다. 연구 결과, 체면 민감성의 하위요인 자괴 의식성 체면은 예기된 죄책감과 예기된 자긍심에 긍정적인 영향을 미치는 것으로 나타났다. 창피 의식성 체면은 예기된 죄책감에 긍정적인 영향을 미치는 것으로 나타났다. 반면에 창피 의식성 체면은 예기된 자긍심에 미치는 영향이 통계적으로 유의하지 않게 나타났으며, 사회격식 성 체면은 예기된 죄책감에 영향을 미치지 않는 것으로 나타났다. 반면에 사회격식 성 체면은 예기된 자긍심에 긍정적인 영향을 미치는 것으로 나타났으며, 예기된 정서(죄책감과 자긍심)는 모두 지속가능한 행동 의도(공정무역 제품구매와 자선적 행동)에 긍정적 영향을 미치는 것으로 나타났다. 따라서 본 연구에 따르면, 체면 민감성이 지속가능한 행동 의도에 미치는 영향은 예기된 정서를 경로로 하여 지속가능한 행동 의도에 영향을 미치고 있음이 지지가 되었다.

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