ScholarWorks@숙명여자대학교

초록

As the MZ generation are becoming key segments not only in consumption but also in the corporate world, much attention has been drawn to the values important to the MZ generation. This study examines the impact of the MZ generation’s consumer responsibility cognition and consumer education on sustainable consumption behavior and considers the mediating effect of corporate social responsibility in this relationship. The study analyzed 2,588 MZ generation subjects in the 2019 Consumption Life Indicators in Korea. The data was analyzed with SPSS 25.0 and SPSS Process, and basic analysis as well as group difference analysis, variance analysis, hierarchical regression analysis, and mediating effect analysis were conducted. The study found that the MZ generation’s social responsibility cognition and consumer education have a positive influence on sustainable consumption behavior, and corporate social responsibility was observed to play a mediating role in this relationship. This study evidences the responsible consumer behavior of the MZ generation and strengthens the position that corporate social responsibility is required for positive impact on sustainable consumption behavior. As a result of the study, it was found that consumer responsibility, consumer education, and corporate responsibility behavior had a significant effect on the sustainable consumption of the MZ generation. Consumer responsibility had the most critical influence on the degree to which sustainable consumption was affected, followed by corporate responsibility behavior and consumer education. As a result of conducting a mediating analysis of corporate responsibility behavior, it was found that it partially played a mediating role in the relationship between consumer responsibility and sustainable consumption and consumer education and sustainable consumption.

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