문화기술의 융합 (The Journal of the Convergence on Culture Technology)

  • 제10권6호
  • /
  • Pages.145-150
  • /
  • 2024
  • /
  • 2384-0358(pISSN)
  • /
  • 2384-0366(eISSN)
국제문화기술진흥원 (The International Promotion Agency of Culture Technology)
권호 표지
DOI QR코드

DOI QR Code

플라스틱 이슈 관련 미디어 노출과 대인 커뮤니케이션이 대학생의 플라스틱 소비 의도에 미치는 영향 : 플라스틱 이슈 관여도의 매개 역할

Effect of Media Exposure and Interpersonal Communication Related to Plastic Issues on University Students' Plastic Consumption Intentions : The Mediating Role of Plastic Issue Involvement

  • 김예솔란 (국민대학교 광고홍보학전공) ;
  • 이미나 (국민대학교 광고홍보학전공)
  • 투고 : 2024.08.09
  • 심사 : 2024.11.07
  • 발행 : 2024.11.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

이 연구는 플라스틱 이슈 관련 미디어 노출과 대인 커뮤니케이션이 대학생의 플라스틱 소비 의도에 미치는 영향을 플라스틱 이슈 관여도의 매개 역할을 중심으로 살펴봤다. 대학생 285명을 대상으로 설문조사를 시행했으며, 수집된 데이터는 SPSS 28.0 및 PROCESS Macro 4.2(Model 4)로 분석했다. 연구 결과, 플라스틱 이슈 관련 미디어 노출과 대인 커뮤니케이션은 플라스틱 이슈 관여도를 통해 플라스틱 소비 의도를 감소시키는 것으로 나타났다. 이 연구 결과에 기초하여 정책 입안자와 환경 단체 및 교육 기관의 실무자는 플라스틱 소비를 줄이고 환경을 보호하기 위한 효과적인 개입 전략을 개발하고 실행할 수 있을 것이다.

This study examines the impact of media exposure and interpersonal communication related to plastic issues on college students' intentions to consume plastic, focusing on the mediating role of plastic issue involvement. A survey was conducted with 285 university students, and the collected data were analyzed using SPSS 28.0 and PROCESS Macro 4.2 (Model 4). The results indicated that media exposure and interpersonal communication related to plastic issues were found to reduce plastic consumption intentions through plastic issue involvement. Based on these findings, policymakers, practitioners in environmental organizations, and educational institutions can develop and implement effective intervention strategies to reduce plastic consumption and protect the environment.

키워드

참고문헌

  1. OECD, "Global Plastic Outlook", Feb 2022. DOI: https://doi.org/10.1787/de747aef-en
  2. Kim, Y., & Lee, M., "Internet exposure and plastic consumption behaviors: The mediating effect of social norms", The Journal of The Institute of Internet, Broadcasting and Communication, Vol. 22, No. 4, pp. 1-8, 2022. DOI:10.7236/JIIBC.2022.22.4.1
  3. Kim, M., & Jang, A., "Exploratory study on pro-environmental awareness and behaviors of MZ generation: The role of social media and pro-environmental campaigns", Advertising Research, No. 134, pp. 88-131, 2022. DOI:10.16914/ar.2022.134.88
  4. Boykoff, M. T., & Roberts, J. T., "Media coverage of climate change: Current trends, strengths, weaknesses", Human development report, No. 3, pp. 1-53, 2007.
  5. McKenzie-Mohr, D., "Fostering sustainable behavior: An introduction to community-based social marketing" (3rd ed.), New society publishers, 2011.
  6. McCombs, M. E., & Shaw, D. L., "The agenda-setting function of mass media", Public Opinion Quarterly, Vol. 36, No. 2, pp. 176-187, 1972. DOI:10.1086/267990
  7. Trivedi, R. H., Patel, J. D., & Acharya, N., "Causality analysis of media influence on environmental attitude, intention and behaviors leading to green purchasing", Journal of cleaner production, Vol. 196, pp. 11-22, 2018. DOI:10.1016/j.jclepro.2018.06.024
  8. Dunlop, S., Wakefield, M., & Kashima, Y., "Can you feel it? Negative emotion, risk, and narrative in health communication", Media Psychology, Vol. 11, No. 1, pp. 52-75, 2008. DOI:10.1080/15213260701853112
  9. Nixon, H., & Saphores, J. D. M., "Information and the decision to recycle: Results from a survey of US households", Journal of Environmental Planning and Management, Vol. 52, No. 2, pp. 257-277, 2009. DOI:10.1080/09640560802666610
  10. Petty, R. E., & Cacioppo, J. T., "Issue involvement can increase or decrease persuasion by enhancing message-relevant cognitive responses", Journal of personality and social psychology, Vol. 37, No. 10, pp. 1915-1926, 1979. DOI:10.1037/0022-3514.37.10.1915
  11. Liu, Y., & Li, X., "Pro-environmental behavior predicted by media exposure, SNS involvement, and cognitive and normative factors", Environmental Communication, Vol. 15, No. 7, pp. 954-968, 2021. DOI:10.1080/17524032.2021.1922479
  12. Borg, K., Curtis, J., & Lindsay, J., "Social norms and plastic avoidance: Testing the theory of normative social behaviour on an environmental behaviour", Journal of Consumer Behaviour, Vol. 19, No. 6, pp. 594-607, 2020. DOI:10.1002/cb.1842
  13. Quick, B. L., & Stephenson, M. T., "Authoritative parenting and issue involvement as indicators of ad recall: An empirical investigation of anti-drug ads for parents", Health communication, Vol. 22, No. 1, pp. 25-35, 2007. DOI:10.1080/10410230701310273
  14. Real, K., & Rimal, R. N., "Friends talk to friends about drinking: Exploring the role of peer communication in the theory of normative social behavior", Health communication, Vol. 22, No. 2, pp. 169-180, 2007. DOI:10.1080/10410230701454254
  15. Sedlander, E., & Rimal, R. N., "Beyond individual-level theorizing in social norms research: How collective norms and media access affect adolescents' use of contraception", Journal of Adolescent Health, Vol. 64, No. 4, pp. S31-S36, 2019. DOI:10.1016/j.jadohealth.2018.12.020