친환경인증마크가 제품에 대한 소비자의 태도와 구매의도에 미치는 영향에 관한 연구: 환경의식 수준과 이타주의 성향의 조절효과를 중심으로 (A Study on the Effects of Eco-friendly Certification Marks on Consumers' Attitudes towards Products and Purchase Intention: Focusing on the Moderating Effect of Environment Consciousness and Altruisti)

서지정보

· 발행기관 : 한국상품학회
· 수록지 정보 : 상품학연구 / 32권 / 4호 / 27 ~ 46페이지
· 저자명 : 장우성, 박윤서, 이승인

초록

연구목적: 본 연구는 최근 중요 소비 트랜드로 주목받고 있는 ‘웰빙(Well-being)’과 ‘로하스(LOHAS)’를 주제로, 친환경인증마크 유무와 유형(로하스 인증마크 vs. 웰빙 인증마크)에 따른 소비자들의 친환경제품에 대한 태도, 구매의도와의 관계를 살펴보고, 이러한 관계가 소비자의 개인적 특성 중 친환경제품 구매 시 중요한 영향을 미칠 것으로 예상되는 소비자의 환경의식 수준과 이타주의 성향에 따라서 어떻게 조절되는가를 살펴보았다.
연구 설계 및 방법론: 연구목적의 달성을 위해 친환경인증마크 유무 및 유형에 관한 설문지를 제작하였다. 설문지는 두 가지 다른 친환경인증마크 유형에 따라 두 가지 버전으로 작성되었으며, 응답한 설문 중 총 287부가 최종 분석에 활용되었다.
분석 및 연구 결과: 본 연구의 실증분석 결과, 소비자들은 친환경인증마크가 부착되지 않은 제품보다 인증마크가 부착된 제품에 대해서 보다 긍정적인 태도와 높은 구매의도를 보이는 것으로 나타났다. 반면, 인증마크의 유형(로하스 인증마크 vs. 웰빙 인증마크)은 소비자들의 친환경제품에 대한 태도 및 구매의도에 차이를 주지 못하는 것으로 나타났다. 한편, 친환경인증마크 유무와 제품태도의 관계에 있어서 환경의식 수준의 조절효과는 유의하게 나타났으나, 이타주의 성향의 조절효과는 유의하지 않은 것으로 나타났다. 또한, 인증마크 유무와 소비자들의 제품에 대한 구매의도와의 관계에 있어서 환경의식 수준과 이타주의 성향의 조절효과는 모두 유의한 것으로 나타났다. 마지막으로 친환경인증마크 유형(로하스 인증마크 vs. 웰빙 인증마크)과 제품태도, 구매의도와의 관계에 있어서 환경의식 수준과 이타주의 성향의 조절효과는 모두 유의하지 않은 것으로 나타났다.
시사점 및 연구의 한계점: 본 연구에서는 인증마크가 구매와 관련한 위험 지각을 감소시키고, 제품에 대한 품질의 단서로 이용되며, 더불어 구매시점에서 구매에 대한 자신감을 증대시켜 매출 증대에 기여한다는 기존의 연구결과를 지지하면서, 친환경제품을 생산하고 판매하는 기업의 마케팅 담당자에게 상품에 대한 인증마크 부착의 중요성을 제시하고 있다.
향후 연구방향: 본 연구에서는 인증마크와 친환경제품에 대한 소비자 태도와 구매의도와의 관계에 있어서 단지 환경의식 수준과 이타주의 성향만을 조절변수로 사용하였다. 하지만 향후 연구에서는 소비자에 대한 다양한 정보를 획득하기 위하여 성별, 지역, 소득수준 등 다양한 인구통계학적 변수를 바탕으로 한 연구가 추가적으로 수행될 필요가 있을 것이다.
공헌점: 본 연구는 최근 친환경제품에 대한 소비트랜드를 반영하여 친환경인증마크의 유형을 나누고 환경의식과 이타주의 성향을 통해 친환경제품에 대한 소비자의 태도와 구매의도를 살펴보았다는 점에서 학문적 ‧실무적으로 중요한 의의를 갖는다.

영어초록

Purpose: As consumers have recently started to become interested in environmental preservation and prefer eco-friendly products, companies are putting more effort into showing that their products are eco-friendly. A typical way to do this is to attach certification marks. Since this helps consumers make rational decisions by providing them with a type of external condition that can solve problems related to the asymmetry of information, it has important implications for both companies and consumers. Though there have been many researches related to brands or countries of origin as external conditions, researches on certification marks are relatively insufficient. Focusing on 'Well-being' and 'LOHAS' which has recently attracted a lot of attention as an essential consumption trend, this paper studied the relation between the consumers' attitude and purchase intention towards eco-friendly products in accordance with the existence and type of eco-friendly certification marks. It also examined the moderating effects of the consumers' environment consciousness and altruistic tendency that are expected to have an important influence on the consumers' purchase of eco-friendly products as individual characteristics.
Design/methodology/approach: To achieve the purposes of this research, questionnaires were created according to whether or not the products have environmentally-friendly certification labeling and what types of labels are put on the products. The questionnaires were divided into two versions depending on the types of labeling and the respondents were asked to complete one of the two versions randomly. In both versions, the respondents gave responses to questions about product attitude and purchase intentions towards products without certification. Of 320 questionnaires, 287 were used for the final analysis.
Results/findings: The results of the study are as follows. In the results of analyzing the influence of the existence of certification marks(products with certification marks vs. products without certification marks) on the consumers' attitude and purchaseintentions towards eco-friendly products, first, consumers showed more positive attitudes and higher purchase intentions towards products with certification marks than products without certification marks. In the results of analyzing the influence of the type of certification marks(Well-being certification marks vs. LOHAS certification marks) on the consumers' attitude and purchase intentions towards eco-friendly products, second, the two types (Well-being and LOHAS certification marks) had no difference in influencing the consumers' attitude and purchase intentions towards eco-friendly products. In the results of examining the moderating effect of consumers' environmental consciousness level(high/low) and altruistic tendency(high/low), third, the moderating effect of the environmental consciousness level was significant in the relation between the existence of certification marks and the consumers' attitude towards products, while the moderating effect of altruistic tendency was not significant. In the relation between the existence of certification marks and the consumers' purchase intention towards products, the moderating effect of environmental consciousness level and altruistic tendency were all shown to be significant. While, fourth, the moderating effect of environmental consciousness level and altruistic tendency was not all significant in the relation between the type of certification marks and consumers' attitude as well as purchase intention.
Research implications/limitations: Supporting the existing studies which found that certification marks reduce the risk perception related to purchase, and can be used as a clue of the product quality and contribute to the sales increase by increasing confidence in purchase, this study also places emphasis on the importance of attaching eco-friendly certification marks to products for the people in charge of marketing. Moreover, it also suggests that it would be necessary to conduct various campaigns and consumer education so that consumers can recognize their own tendencies (Well-being or LOHAS) and make purchases based on them.
Future work/research: This study only used the level of environmental consciousness and altruism tendencies as moderating variables in relation to the consumer's attitude and purchase intention towards environment-friendly products. For the future research, however, we might consider the investigations looking into various demographic variables such as gender, region, and income level in order to include a wider range of consumer information.
Originality/value: The present study is distinguished from previous researches in that it classified the types of environment-friendly certification labels reflecting the recent consumption trend of environment-friendly products and it examined the consumer's attitude and purchase intention towards environment-friendly products through the consumer's environment consciousness and altruism tendencies.

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