그린패키징 관련 친환경 소비자행태의 분석과 수출전략에 대한 시사점 = An Analysis of Ecological Consumer Behavior on Green Packaging : Implications for Export Market Expansion Strategies

국문 초록 (Abstract)

본 연구는 최근 글로벌시장에서 중요성이 증대되고 있는 그린패키징의 채택과 관련하여 소비자의 친환경 소비행동을 분석함으로써 한국 기업과 정부의 수출전략에 대한 시사점을 제시하고자 하였다. 특히 소비자행동 분석을 위하여 계획행동이론(Theory of Planned Behavior)의 단순모형과 함께 새로운 변수를 추가한 확장모형을 활용하였다. 소비자행태의 실증적 분석을 위해서는 구조방정식 모형을 통계방법론으로 채택하였으며 자료 확보를 위하여 온라인설문과 면접방법을 포함한 소비자조사를 전국 주요도시에 걸쳐 시행하여 525명의 응답 자료를 확보하였다.
소비자조사 자료의 분석 결과 한국 소비자들의 친환경 행동이 계획행동이론의 단순모형에 의하여 설명되며 그린패키징 등과 관련하여 본 연구에 의한 확장모형을 활용할 때 설명력이 보강됨을 확인하였다. 우선 단순모형에 의한 분석은 소비자의 태도, 주관적 규범, 인식된 행동통제가 행동의도, 그리고 행동의도가 실제행동에 영향을 미치고 있음을 보여 주었다. 또한 확장모형에 의한 설명력 강화는 그린패키징 대안에 대한 인식과 같은 소비자지식과 그들이 느끼는 환경보호 책임감 수준이 친환경 소비자 선택의 중요한 결정요인임을 나타낸다.
본 연구의 결과는 소비재 중심의 수출전략과 관련하여 한국의 기업경영과 정부정책에 대하여 다양한 시사점을 제공한다. 기업들은 그린패키징 기술의 발전 동향과 제품·서비스 적용, 환경보호에 대한 기여 등에 관한 정보를 소비자들에게 충분하게 제공하여야 한다. 정부도 친환경 기술·상품이 환경에 미치는 영향을 조사하여 발표하는 한편, 그린패키징 등 친환경 상품 인증과 표준화 등을 통하여 기업들의 적극적인 환경기술 혁신을 촉진하고 소비자들의 책임성 있는 행동을 유도하여야 한다.

다국어 초록 (Multilingual Abstract)

This study aims to examine ecological behavior of consumers regarding green packaging and to provide implications for export strategies of Korean enterprises and relevant public policies of the Korean government, as the importance of green packaging has been increasing recently in the global market. The theory of planned behavior [TPB] was applied to test hypotheses on the ecological behavior of Korean consumers.
The hypotheses were established based on the original model of TPB and its extended version with additional explanatory variables. The statistical methodology of structural equation model(SEM) was adopted for the empirical analysis of a dataset of 525 respondents from a nationwide survey.
The relationship between consumers’ attitude, intention, and behavior was confirmed with the original TPB model. Moreover, the confirmed validity of the extended model indicates that consumer knowledge such as their perception of green packaging options and as well as the degree of responsibility, which are critical determinants of pro-environmental choices of consumers.
The results of this study provide significant implications for corporate global strategy as well as public policy for export promotion in Korea. Companies should further communicate about developing environmental technology including options of green packaging, goods and services to which those techniques are applied, and their contributions to environment conservation. The government should also announce developments of environmental technologies or products, and their positive influence on environment. The Environment-friendly innovation of corporations and the responsible behavior of consumers could be promoted with policy measures such as licensing, standardization of ecological technology, and products with green packaging.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 연구모형 및 분석방법
• Ⅳ. 분석결과
• Ⅴ. 결론
• 참고문헌
• Abstract

참고문헌 (Reference)

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