Human Ecology Research

The Korean Home Economics Association (대한가정학회)
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The Effect of Consumption Expression Behavior through Social Media on Sustainable Consumption: Mediating Effects of Social Connectedness

소셜미디어를 통한 소비 표현 행동이 지속가능소비에 미치는 영향: 사회적 연결감의 매개효과

  • Yu Hyeon Park (Department of Consumer Science/Convergence Program for Social Innovation, Sungkyunkwan University) ;
  • Hyesun Hwang (Department of Consumer Science/Convergence Program for Social Innovation, Sungkyunkwan University)
  • 박유현 (성균관대학교 소비자학과/소셜이노베이션 융합전공) ;
  • 황혜선 (성균관대학교 소비자학과/소셜이노베이션 융합전공)
  • Received : 2023.04.10
  • Accepted : 2023.04.27
  • Published : 2023.05.30
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Abstract

The purpose of this study was to examine the effect of consumer consumption behavior on sustainable consumption through social media and to verify the mediating effects of social connectedness on sustainable consumption. A survey comprising 222 men and women in their 20s and 30s was conducted in which their consumption expression behavior, sustainable consumption and social connectedness were measured. The results were analyzed using SPSS Process Macro Model 4 and it was found that consumers who shared a considerable amount of personal information on their lifestyle on social media as a means of self-expression exhibited a higher level of sustainable consumption. It also became apparent that the degree of consumption expression behavior had a positive effect on social connectedness and that social connectedness had a positive impact on sustainable consumption by mediating the degree of consumption-focused self-expression on social media. Based on these results, it was confirmed that social media can serve as a mechanism to lead consumers' consumption behavior beyond providing a basis for forming a human network. Implications for the impact of social media on consumption behavior were presented, and proposals for exploring the environment in which sustainable consumption can be activated were suggested, together with ways in which new media can be utilized. The findings from this study indicate that sharing consumption behavior and having a broad range of connections on social media can create an environment in which sustainable consumption is promoted.

Keywords

Acknowledgement

This research was supported by the SungKyunKwan University and the BK21 FOUR(Graduate School Innovation) funded by the Ministry of Education(MOE, Korea) and National Research Foundation of Korea.

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