환경보전캠페인이 사회책임적 소비자행동에 미치는 영향에 관한 연구 = The Impact of The Environmental Protection Campaign Upon The Socially Responsible Consumer's Behavior

다국어 초록 (Multilingual Abstract)

The purpose of this study is to determine how the contact degree of the environmental protection campaign affects the consumer's socially responsible behaviors.
For this purpose, it is necessary to discover their current degree of socially responsible attitudes and behaviors, then to determine the influences of the variables upon the socially responsible consumer's behavior and the causal relations between these variables as well.
Thus, this study attempts to make the consumer to recognize the significance of the campaign and to provide useful information for the development of more effective campaign programs in the future.
The sample included housewives over twenty years of age living in the city of Taegu, stratified by age; then 0.05% of each age group was randomly selected.
The SAS(Statistical Analysis System) program has been adopted to analyze the data, and the frequency, percentage, and means have been calculated to determine the characteristics of the sample. To evaluate the results, the One-way ANOVA, the Person Product Moment Correlation, and the Multiple Regression and Path Analysis have been applied.
The results of the study are as follows.
1.Among the socio-demographic variables, the education(P<.001) and type of residence(P<.05) were significantly associated with the contact degree of the campaign while at the same time it was not so in such variables as age, occupation and income. When compared between groups in terms of education the contact degree, the campaign was highest on the group of people with more than a standard college education, whereas the lowest is in the group of elementary school graduates. As for the types of residences, those living in condominiums were higher in the contact levels of the campaign than their counterparts living in private houses.
2.The socially responsible consumer's attitudes varied significantly according to education(P<.05), but was not associated with age, occupation, income and the type of residence. When the groups were compared, the higher educated the group, the higher the socially responsible consumer attitude proved to be.
3.Income(P<.05) and type of residence were found to be significantly related to the socially responsible consumer's behavior. The group with a monthly income of more than 3 million won performed with the most socially responsible consumer behavior, while that group within the range of 500,000 won~one million won turned out to be lowest in the socially responsible consumer's behavior. Considering the types of residences, it was discovered that those consumers living in condominiums were of a higher level of socially responsible consumer behavior than their counterparts who were residing in private houses.
In addition, further results indicate the existence of causal relations among variables, such as :
4.Age and education directly influenced the contact degree of environmental protection campaign, with the influence of age being stronger than that of education.
5.The consumer's attitude was directly influenced by age, education and the contact level of the campaign among whom the degree of the campaign contact most influenced the consumer's attitude.
6.The extent of the campaign contact directly influenced the consumer's behavior, and indirectly the consumer's attitude. However, the effects were chiefly attributed to the direct influence because the indirect effects were relatively weak. It should be noted that the consumer's behavior was much more influenced by the degree of campaign contact than by the consumer's attitudes. Socially responsible consumer behavior came under the indirect influence of age and education through the degree of the campaign's contact and socially responsible consumer attitude.

목차 (Table of Contents)

• Ⅰ. 문제 제기 및 연구 목적
• Ⅱ. 이론적 배경
• 1. 환경보전캠페인
• 2. 사회책임적 소비자행동
• Ⅲ. 연구방법 및 절차
• 1. 연구문제
• 2. 연구모형의 구성
• 3. 척도의 구성 및 자료수집
• 4. 자료의 분석 방법
• Ⅳ. 연구결과 및 고찰
• 1. 조사대상자의 일반적 특성
• 2. 사회인구적 변인에 따른 환경캠페인 접촉의 차이
• 3. 사회책임적 소비자태도
• 4. 사회책임적 소비자행동
• Ⅴ. 결론 및 제언
• 참고문헌