친환경 소비절제 성향이 친환경 광고를 통한 브랜드 태도에 미치는 영향: 이타적 가치와 회의감의 매개효과를 중심으로 = The Effect of Environmentally Oriented Anti-Consumption on Brand Attitude Through Eco-Friendly Advertising: Focusing on the Mediating Effect of Altruistic Values and Skepticism

국문 초록 (Abstract)

본 연구에서는 기존의 소비절제 성향이 일반적으로 제품이나 브랜드의 소비에 대해 부정적 태도를 보인다는 점에서 나아가 친환경적 소비절제로서 소비자 동기를 보다 세분화하여 살펴보고자 한다. 친환경적 소비절제 성향은 소비절제 성향임에도 불구하고 친환경적 광고를 통한 브랜드에 대해 긍정적 태도를 형성할 수 있다는 점을 확인하는데 초점을 두었다. 또한 이러한 관계에서 광고에 대한 소비자의 이타적 가치 인식과 회의감이 가지는 매개효과에 대해 살펴보고자 하였다.
연구결과, 친환경적 소비절제는 친환경 광고의 브랜드 태도에 대해 긍정적 영향을 주는 것으로 나타났다. 또한 친환경적 소비절제가 광고에 대한 이타적 가치인식에는 긍정적 영향을 주며 회의감 인식은 낮추는 것으로 나타났다. 또한 광고에 대한 이타적 가치인식과 회의감은 친환경적 소비절제와 브랜드 태도의 관계에서 매개효과를 가지는 것으로 나타났다.
본 연구는 소비절제 성향에 대한 다양한 연구에서 한 걸음 나아가, 소비절제의 동기가 친환경에 중점을 둘 때 친환경 광고의 효과가 오히려 강화될 수 있음을 조명했다는 점에서 의미를 지닌다. 친환경적 소비절제 소비자를 설득하는데 광고의 이타적 가치를 강조하는 것이 브랜드 태도에 긍정적 영향을 줌으로서 의미가 있다는 점을 더불어 확인하였으며 친환경 광고에 대해 소비자들이 느끼는 회의감은 감소될 수 있음을 알 수 있었다. 이에 최근 필요성이 높아지는 친환경 마케팅의 대상이 될 수 있는 소비자의 성향을 파악하고 긍정적 태도를 이끌어내는 과정을 밝힘으로써 실무자들에게 의의를 가질 수 있을 것이다.

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