배달과 테이크아웃 외식 고객의 환경의식이 친환경 소비행동의도와 실천행동에 미치는 영향에 관한 연구 - 계획적 행동이론을 중심으로 - (A Study on the Effect of Environmental Awareness on Eco-Consumption Behavior Intention and Practical Behavior of Delivery and Take-out Dining Customers - Based on the theory of planned behavior -)

서지정보

· 발행기관 : 한국외식산업학회
· 수록지 정보 : 한국외식산업학회지 / 20권 / 6호 / 237 ~ 251페이지
· 저자명 : 오현화, 김연수, 김태희

초록

The purpose of this study is to examine to causal relationships among factors based on the Theory of Planned Behavior, specifically to determine how environmental consciousness among delivery and take-out consumers impacts pro-environmental consumption behaviors. A survey was administered to adults aged 20 and above with prior delivery or take-out experience, resulting in 435 valid samples for data analysis.
The analysis demonstrated that consumer environmental awareness exerts a significant positive influence on attitudes toward pro-environmental consumption behavior and subjective norms. Moreover, attitudes was shown to directly and positively influence both the intention to engage in pro-environmental consumption behavior and actual behavior itself. Subjective norms influenced actual behavior through behavioral intention. It was verified that environmental consciousness impacts actual behavior via attitudes, subjective norms, and behavioral intentions as mediating variables. This study holds theoretical significance by identifying that attitudes toward pro-environmental consumption behavior can directly affect actual behavior. As environmental concerns continue to intensify, this study proposes a range of solutions to reinforce consumers’ commitment to pro-environmental consumption practices.

영어초록

The purpose of this study is to examine to causal relationships among factors based on the Theory of Planned Behavior, specifically to determine how environmental consciousness among delivery and take-out consumers impacts pro-environmental consumption behaviors. A survey was administered to adults aged 20 and above with prior delivery or take-out experience, resulting in 435 valid samples for data analysis.
The analysis demonstrated that consumer environmental awareness exerts a significant positive influence on attitudes toward pro-environmental consumption behavior and subjective norms. Moreover, attitudes was shown to directly and positively influence both the intention to engage in pro-environmental consumption behavior and actual behavior itself. Subjective norms influenced actual behavior through behavioral intention. It was verified that environmental consciousness impacts actual behavior via attitudes, subjective norms, and behavioral intentions as mediating variables. This study holds theoretical significance by identifying that attitudes toward pro-environmental consumption behavior can directly affect actual behavior. As environmental concerns continue to intensify, this study proposes a range of solutions to reinforce consumers’ commitment to pro-environmental consumption practices.

참고자료

· 없음