[논문]소비자 혁신성향이 친환경제품 만족도에 미치는 영향 : 혁신성향, 친환경성향 및 친환경 제품 혁신성의 상호작용효과

임미자; 송미령; 주우진

doi:10.15722/jds.17.10.201910.125

소비자 혁신성향이 친환경제품 만족도에 미치는 영향 : 혁신성향, 친환경성향 및 친환경 제품 혁신성의 상호작용효과
Effects of Consumer Innovativeness on Environment-friendly Product Satisfaction 원문보기

유통과학연구 = Journal of distribution science, v.17 no.10, 2019년, pp.125 - 134

임미자 (Marketing, Dept. of Business, Cyber University of Korea) , 송미령 (Business Administration Seoul National University) , 주우진 (Marketing, College of Business Administration, Seoul National University)

Abstract ▼ AI-Helper

Purpose - Environment-friendly behaviors are diverse and can be motivated by different factors. For example, magnitude of factors affecting recycling behavior could be different from those affecting purchasing of environmentally-friendly products. In this study, the focus is on usage satisfaction of consumers who have purchased environmentally-friendly products. Research design, data, and methodology - For this purpose, data were collected from a total of 345 users of environmentally-friendly products, consisting of 177 users of electric vehicles and 168 users of environmentally-friendly detergents. The study analyzed the relationships among consumer's innovation propensity, consumer's environmental concern, and usage satisfaction. In addition, the moderating effect of the product's innovativeness was examined. Results - The result shows that there is a relationship between consumer's innovation propensity and consumer's environmental concern. In particular, it is shown that both consumer's innovation propensity and consumer's environmental concern have positive effects on usage satisfaction. Further, there was a moderating effect of the product's innovativeness. Namely, products rated higher in innovativeness showed a greater effect of consumer's innovation propensity on usage satisfaction. The degree of the product's innovativeness also affected the directional paths of the relationships. In the electric vehicle (i.e., high product innovativeness) case, consumer's innovation propensity had a direct effect on usage satisfaction, as well as an indirect effect through consumer's environmental concern. In the environmentally-friendly detergent (i.e., low product innovativeness) case, consumer's innovation propensity only had an indirect effect on usage satisfaction, through consumer's environmental concern. Conclusions - Theoretical contributions of this study are as follows. Foremost, this is the first study that suggests an existence of a relationship between consumer's innovation propensity and consumer's environmental concern. Second, this study showed the positive effect of consumer's innovation propensity on usage satisfaction of environmentally-friendly products. Third, this study expanded the scope of previous studies by showing the interaction between consumer's innovation propensity and consumer's environmental concern. Lastly, this study showed that the effect of these variables on usage satisfaction can differ by the degree of innovativeness of the environmentally-friendly product. The results of the study will have implications for marketers and policy makers in formulating marketing activities and policies.

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표/그림 (6)

질의응답

핵심어	질문	논문에서 추출한 답변
	개인적인 친환경행동에는 어떠한 것이 있는가?	개인적인 친환경행동에는 물/연료/전기 줄이기, 쓰레기 줄이기, 분리수거, 대중교통 이용, 친환경제품 구매 행동 등이 포함된다(Fujji, 2006; Gifford, 2014; Steg & Vlek, 2001). 초기선행 연구들은 이들 개인적인 친환경행동 유형들을 구분하지 않고 그에 대한 영향 요인을 분석한 경우가 대부분이었다.
	개인의 혁신성향은 무엇인가?	한편, 개인의 혁신성향은 새로운 생각, 대상, 생활방식 등을 다른 구성원들보다 일찍 수용하는 정도이다(Midgley & Dowling, 1978). 최근 혁신적인 기술을 기반으로 한 친환경 제품들이 증가하고 있다.
	최근 혁신적인 기술을 기반으로 한 친환경 제품들은 어떠한 것이 있는가?	최근 혁신적인 기술을 기반으로 한 친환경 제품들이 증가하고 있다. 진공 쓰레기 수거 시스템(automated vacuum system for waste collection), 호텔 객실의 온도와 조명을 원하는 수준으로 조절하는 시스템(green hotel project), 샤워 헤드(showerheads), 화장실 물 내리는 장치를 이용한 물 절약 기술(toilet flushes), 비-수확시스템(rain-harvesting system), 친환경자동차, 수소차, 태양광 등이 그 예이다(Carrillo-Hermosilla, del Rio, & Konnola, 2010; Schwarz & Ernst, 2009). 앞으로도혁신 기술에 기반한 친환경 제품은 증가할 것이다 (Carrillo-Hermosilla et al.

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