한국환경교육학회지:환경교육 (Hwankyungkyoyuk)
- 제24권3호
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- Pages.56-77
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- 2011
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- 1225-1259(pISSN)
자아개념이 친환경심리 및 녹색소비자행동에 미치는 영향
Study on Effect of Self-Concept in Pro-environmental Psychology and Green Consumer Behavior
- Shin, Jae-Wook (Business Administration of Hansung University) ;
- Shin, Min-Cheol (Business Administration of Hansung University)
- 투고 : 2011.09.06
- 심사 : 2011.09.27
- 발행 : 2011.09.30
초록
The purpose of this study is to explore the casual relationship between expanded self-concept including self-esteem and self-congruity with various variables of pro-environmental psychology and green consumer behavior simultaneously by using the model of structural equation. Results of the study showed that independent self-construals only affected pro-environmental psychology and dependent self-construals did not affect pro-environmental psychology and green consumer behavior, while metapersonal self-construals affected both pro-environmental psychology and green consumer behavior. Consumers with independent self-construals in strong individualistic tendency had an affirmative thoughts about environment friendliness while consumers considerate of others with dependent self-construals in strong collective tendency showed low pro-environmental psychology and green consumer behavior, which was interesting findings. In regards to the effect of metapersonal Self-construal on pro-environmental psychology, it was analyzed that lower consumer self-esteem increased pro-environmental psychology, and also when self-congruity was low, metapersonal Self-construal had a positive effect on green consumer behavior.
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