ScholarWorks@숙명여자대학교

초록

Purpose: This study applies the value-attitude-behavior (VAB) theory to predict and explain consumers’ purchasing behavior regarding biodegradable wipes. Methods: This study established a hypothesis to analyze how environmental values (egoistic, altruistic, and biospheric) impact environmental attitudes and purchasing behaviors and confirm how consumer knowledge regulates their structural relationship. Consumption data from 278 adults were analyzed using frequency analysis, factor analysis, reliability analysis, structural equation model analysis, and multi-group analysis. Results: Biospheric value and environmental attitudes significantly affected purchase behaviors regarding biodegradable wipes; however, egoistic and altruistic values did not significantly impact their environmental attitudes. Furthermore, the effects of environmental attitudes on purchasing behavior was significant in both groups. Additionally, the level of consumer knowledge concerning biodegradable wipes moderated the structural relationship between egoistic and altruistic values, biospheric value, environmental attitudes, and purchasing behaviors. An analysis of path differences between the two groups revealed that the effects of egoistic and altruistic values on environmental attitudes were statistically insignificant in both groups. Conversely, the biospheric value’s effect on environmental attitudes was only significant in the group with high levels of consumer knowledge, whereas the group with high consumer knowledge levels had a more significant effect on purchasing behavior than those with low consumer knowledge. Conclusion: A higher biospheric value indicates stronger environmental attitudes; the stronger the environmental attitude, the higher the purchase behavior of the biodegradable wipes. In other words, biospheric value and environmental attitudes influence the purchase behavior of biodegradable wipes; however, egoistic and altruistic values do not significantly impact environmental attitudes. Furthermore, the higher the level of consumer knowledge, the stronger the positive effect of ecology on environmental attitudes. Thus, the purchase behavior of biodegradable wipes increased. Policymakers and companies can use this study’s results for marketing strategies to promote the purchase of biodegradable wipes.

키워드