그린제품의 속성에 대한 소비자의 태도와 품질 평가: 환경관여도의 조절효과를 중심으로 = Consumer`s Attitude to the Attributes of Green Products and Their Quality Evaluation: Focused on the Moderating Effect of Consumers` Environmental Involvement

국문 초록 (Abstract)

소비자의 환경에 대한 인식이 커지고 있다. 많은 소비자들이 제품구매 시 환경적인 측면을 고려하며, 그린제품에 대한 높은 충성도를 보이고 있다. 제품의 속성과 이에 대한 소비자의 태도는 품질지각과 구매의도의 주요한 영향 요인이다. 그러나 그린제품의 관점에서 제품의 속성이나 품질 지각에 관한 연구는 많이 이루어지지 않았다. 따라서 본 연구는 그린제품의 속성에 대한 소비자의 태도가 품질 평가에 미치는 영향을 살펴보며, 그린제품의 속성에 대한 태도와 지각된 품질의 관계에 있어 환경관여도의 조절효과를 확인하고자 하였다. 연구결과 지각된 품질에 긍정적 영향을 미치는 그린제품의 속성에 대한 태도는 브랜드, 가격, 환경마크, 성분이고, 이 중 성분에 대한 태도가 가장 큰 영향을 미치는 것으로 나타났다. 아울러 지각된 품질은 고객만족과 고객충성도에 긍정적 영향을 미치는 것으로 나타났다. 그린제품의 속성에 대한 태도와 지각된 품질의 관계에서 환경관여도의 조절효과를 분석한 결과, 환경관여도가 낮은 경우 그린제품의 외재적 속성인 환경마크, 가격에 대한 태도가 지각된 품질에 미치는 영향이 크게 나타났고, 환경관여도가 높은 경우 그린제품의 내재적 속성인 포장에 대한 태도가 지각된 품질에 미치는 영향이 큰 것으로 나타났다. 이를 바탕으로 실무적 시사점과 학문적 시사점을 제시하였고, 연구의 한계점 및 향후 연구방향에 대해 논의하였다.

다국어 초록 (Multilingual Abstract)

As environmental awareness of consumers heightens, they consider the environmental-friendly aspects and exhibit a high degree of customer loyalty toward green products. The attributes of products and consumers` perception might be important factors that can affect consumers` product quality perception and purchase intention. Nonetheless, there are relatively very few studies that investigate consumers` attitude to the green product attributes - consumers` quality perception relationship. This study examines the relationship between consumers` attitude toward the attributes of green products and their quality evaluation. This research also tests the moderating effect of consumers` environmental involvement on consumers` attitude to the green product attributes-consumers` quality perception relationship. To test the hypotheses, we conducted a survey among female consumers in the Seoul metropolitan area who have purchased eco-friendly dishwashing detergents with environmental labels within the past six months. A total of 510 questionaries were utilized to conduct frequency analysis, reliability test, factor analysis, and structural equation model(SEM) with SPSS 15.0 and AMOS 7.0. The results suggest that consumers` attitude toward the brand, price, environmental label, and ingredient had a significant positive effect on consumers` perceived quality. The relative impact of attitude toward the ingredient on the perceived quality was the largest among the attributes of green products. Consumers` perceived quality had a significant positive effect on satisfaction and loyalty. Satisfaction also had a significant positive effect on loyalty. Furthermore, the results reveal that the positive effects of consumers` attitudes toward the extrinsic attributes - perceived quality relationship were higher for consumers with low level of environmental involvement than those of high environmental involvement group. On the other hand, the positive effect of consumers` attitudes toward a intrinsic attribute - perceived quality relationship were higher for consumers with high environmental involvement than the other group. Based on the results, theoretical and managerial implications are discussed in the last section.

참고문헌 (Reference)

• 1 윤성욱, "환경지식이 환경친화적 소비행동에 미치는 영향에 관한 연구" 한국마케팅관리학회 11 (11): 131-147, 2006
• 2 이종호, "환경의식적 소비행동에 영향을 미치는 요인에 관한 연구" 29 (29): 171-195, 2000
• 3 이수형, "친환경제품의 제품정보단서 역할" 2009
• 4 매일경제, "친환경제품 비싸도 살 것 50%"
• 5 "친환경상품진흥원"
• 6 허원무, "실버 소비자의 친환경 제품에 대한 소비 가치가 만족도, 신뢰, 충성도에 미치는 영향-하이브리드 카를 중심으로-*" 한국노년학회 29 (29): 195-213, 2009
• 7 헤럴드경제, "세제시장도 친환경이 접수"
• 8 머니투데이, "녹색소비로 새로운 시장을 만들자"
• 9 박상일, "그린제품의 고객세분화에 관한 연구: 친환경 주방세제를 중심으로" 한국상품학회 29 (29): 165-179, 2011
• 10 이학식, "구조방정식 모형분석과 AMOS 6.0" 법문사 2007
• 11 노정구, "개성, 태도, 환경의식적 소비행동의 관계에 대한 연구" 한국소비문화학회 8 (8): 89-106, 2005
• 12 김인섭, "가격프리미엄과 지각된 품질평가간의 관계에 관한 연구" 12 (12): 13-30, 1999
• 13 Oliver,R.L, "“Whence Consumer Loyalty?”" 63 (63): 33-44, 1999
• 14 Rokka, J, "“Preference for Green Packaging in Consumer Product Choices: Do Consumers Care?,”" 32 (32): 516-525, 2008
• 15 Sriram, V, "The Relative Importance of Product's Environmental Attributes: A Cross-cultural Comparison" 10 (10): 51-70, 1993
• 16 Grankvist, G, "The Impact of Environmental Labeling on Consumer Preference: Negative vs. Positive Labels" 27 (27): 213-230, 2004
• 17 Thǿgersen,J, "The Ethical Consumer Moral Norms and Packaging Choice" 22 (22): 439-460, 1999
• 18 Minton, A. P, "The Effects of Environmental Concern of Environmentally Friendly Consumer Behavior: An Exploratory Study" 40 (40): 37-48, 1997
• 19 Rao, A. R, "The Effect of Prior Knowledge on Price Acceptability and the Type of Information Examined" 19 (19): 256-270, 1992
• 20 Rao, A. R, "The Effect of Price, Brand Name, and Store Name on Buyers Perceptions of Product Quality: An Integrative Review" 26 (26): 351-357, 1989
• 21 Zeithaml, V. A, "The Behavioral Consequences of Service Quality" 60 (60): 31-64, 1996
• 22 Anderson, E. W, "The Antecedents and Consequences of Customer Satisfaction" 12 (12): 125-143, 1993
• 23 Laroche, M, "Targeting Consumers Who Are Willing to Pay More for Environmentally Friendly Products" 18 (18): 503-520, 2001
• 24 Nunnally,J.C, "Psychometric Theory" McGraw-Hill 1978
• 25 Tanner, C, "Promoting Sustainable Consumption: Determinants of Green Purchases by Swiss Consumers" 20 (20): 883-902, 2003
• 26 Pickett-Baker, J, "Pro-environmental Products:Marketing Influence on Consumer Purchase Decision" 25 (25): 281-293, 2008
• 27 Jacoby, J, "Price, Brand Name and Product Composition Characteristics as Determinants of Perceived Quality" 55 (55): 570-579, 1971
• 28 Roberts,J.T, "Predicting Participation in Environmental Treaties: A World System Analysis" 66 (66): 38-57, 1996
• 29 Wheatley, J. J, "Physical Quality, Price, and Predictions of Product Quality: Implications for Retailers" 57 (57): 101-116, 1981
• 30 Hair, J. F, "Multivariate Data Analysis" Prentice Hall 2005
• 31 Cronin, J. J. Jr, "Measuring Service Quality: A Reexamination and Extension" 56 (56): 55-68, 1992
• 32 윤성욱, "LOV(List of Value)를 이용한 친환경 행동 차이 분석" 한국마케팅관리학회 14 (14): 103-122, 2009
• 33 Allison, R. I, "Influence of Beer Brand Identification on Taste Perception" 1 (1): 36-39, 1964
• 34 Kassarjian,H.H, "Incorporating Ecology into Marketing Strategy: The Case of Air Pollution" 35 (35): 61-65, 1971
• 35 Rios, F. J. M, "Improving Attitudes Toward Brands with Environmental. Associations: An Experimental Approach" 23 (23): 26-34, 2006
• 36 Mitra, D, "How Does Objective Quality Affect Perceived Quality? Short-Term Effects, Long-Term Effects, and Asymmetries" 25 (25): 230-247, 2006
• 37 D'Souza, C, "Green Products and Corporate Strategy: An Empirical Investigation" 1 (1): 144-157, 2006
• 38 Yzerbyt, V. Y., "Fencing Off the Deviant: The Role of Cognitive Resources in the Maintenance of Stereotypes" 77 (77): 449-462, 1999
• 39 Richardson, P. S, "Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality" 58 (58): 28-36, 1994
• 40 Grace, D, "Examining the Effects of Service Brand Communications on Brand Evaluation" 14 (14): 106-116, 2005
• 41 Menon, A, "Enviropreneural Marketing Strategy: The Emergence of Corporate Environmentalism as Market Strategy" 61 (61): 51-67, 1997
• 42 Fraj, E, "Environmental Values and Lifestyles as Determining Factors of Ecological Consumer Behavior: An Empirical Analysis" 23 (23): 134-144, 2006
• 43 Dodds, W. B, "Effects of Price, Brand, and Store Information on Buyers' Product Evaluations" 28 (28): 307-319, 1991
• 44 Kinnear, T. C, "Ecologically Concerned Consumers: Who Are They" 38 (38): 20-24, 1974
• 45 Case,S, "Eco-Labels:Making Environmental Purchasing Easier" Government procurement 2004
• 46 Rust, R. T, "Driving Customer Equity: How Customer Lifetime Value Is Reshaping Corporate Strategy" The Free Press 2000
• 47 Kennedy, M. S., "Consumer Trust of Salesperson and Manufacturer: An empirical study" 51 (51): 73-86, 2001
• 48 Zeithaml,V.A, "Consumer Perceptions of Price, Quality, and Value: A Means-end Model and Synthesis of Evidence" 1988
• 49 Pedersen, E. R, "Caveat Emptor-Let the Buyer Beware! Environmental Labelling and the Limitations of Green Consumerism" 15 (15): 15-29, 2006
• 50 "CENTRAL AND PERIPHERAL ROUTES TO ADVERTISING EFFECTIVENESS - THE MODERATING ROLE OF INVOLVEMENT" UNIV CHICAGO PRESS 10 (10): 135-146, 1983
• 51 Bahn, K. D, "Antecedents of Green Product Purchase Behavior" 6 (6): 51-55, 2001
• 52 Yoo, B, "An Examination of Selected Marketing Mix Elements and Brand Equity" 25 (25): 195-211, 2000
• 53 Schwepker, C. H. Jr, "An Examination of Ecologically Concerned Consumers and Their Intention to Purchase Ecologically Packaged Products" 10 (10): 77-101, 1991
• 54 D'Souza, C, "An Empirical Study on the Influence of Environmental Labels on Consumers" 11 (11): 162-173, 2006
• 55 Leavitt,H.J, "A Note of Some Experimental Findings About the Meaning of Price" 27 (27): 205-210, 1954
• 56 Beerli, A, "A Model of Customer Loyalty in the Retail Banking Market" 38 (38): 253-275, 2004