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Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 46, No. 1, pp.109-136
ISSN: 1226-1874 (Print)
Print publication date 28 Feb 2017
Received 23 Jun 2016 Revised 11 Oct 2016 Accepted 31 Oct 2016
DOI: https://doi.org/10.17287/kmr.2017.46.1.109

소비자는 녹색 신호에 어떻게 반응하는가? 저관여 제품의 친환경 커뮤니케이션전략이 환경친화 소비태도에 미치는 영향

배세하* ; 김상희** ; 이수열***
*(주저자) 전남대학교 경영대학 water2712@naver.com
**(교신저자) 전남대학교 경영대학 ksh2851@chonnam.ac.kr
***(공저자) 전남대학교 경영대학 leesuyol@cjnu.ac.kr
How Do Consumers React to Products’ Green Signals? The Effects of a Low-involved Product’s Green Communication Strategies on Environmental-Friendly Consumer Attitude
Se Ha Bae* ; Sang Hee Kim** ; Su-Yol Lee***
*Lecturer, College of Business Administration, Chonnam National University, First Author
**Professor, College of Business Administration, Chonnam National University, Corresponding Author
***Professor, College of Business Administration, Chonnam National University, Co-Author

초록

기후변화와 환경에 관한 이슈는 정부, 산업, 그리고 사회 전반에 걸쳐 중요한 화두 중 하나이다. 소비 행태의 변화 없이는 실질적인 온실가스 감축과 기후변화 대응이 불가능하다는 인식이 확산되면서 국제 환경정책과 기업 대응은 친환경, 저탄소 제품에 초점을 맞추고 있다. 탄소성적표지제도와 같은 라벨링(labeling)은 제품과 서비스의 시장 메커니즘을 활용하는 제도로 친환경, 저탄소 생산과 소비를 연결시키고자 하는 정부 정책이자 기업 마케팅 수단이다. 그러나 이러한 상황에도 불구하고 친환경 라벨링 제도가 실제로 어떤 효과가 있는지에 대해서는 실증적인 연구가 부족하다. 본 연구는 소비자에게 제품의 친환경 정보를 전달하는 환경 커뮤니케이션 전략이 환경과 기후변화를 고려하는 소비 태도에 실제로 어떻게 영향을 주며 어떤 친환경 커뮤니케이션 방법이 효과적인지에 대해 탐색하고자 한다.

본 연구는 소비자를 대상으로 한 실험과 설문조사 방법을 이용하였다. 연구결과는 첫째, 제품의 친환경 정보를 제공하면서 제품의 환경영향에 대해 언급할 경우 소비자의 인식과 선호를 자극하는 것으로 나타났다. 둘째, 친환경 소통 방법에 있어서는 텍스트 형태가 라벨 형태보다 소비자 태도에 더 큰 영향을 미쳤다. 그러나 탄소성적표지제도와 같이 이미지 표시 형태의 단순 환경 라벨만으로는 친환경성에 대한 소통 효과를 발견할 수 없었다. 셋째, 환경성과 정보는 보다 구체적으로 제시하는 것이 환경친화적 소비태도에 더 큰 영향을 미쳤고, 마지막으로 라벨 형태의 친환경 커뮤니케이션에는 제품속성을 드러내는 다른 라벨을 동시에 제공하는 것이 중요하다는 사실을 확인하였다.

본 연구는 친환경 라벨의 소비자 인식에 대한 탐색적 연구로 다양한 학술적, 실무적 시사점을 제공하고 있다. 무엇보다 기존 라벨링 제도와 친환경 마케팅 커뮤니케이션에 있어 더욱 정교한 접근이 필요하다는 사실을 일깨우고 있다. 시장에서 환경라벨이 제대로 역할을 수행하기 위해서는 소비자가 제품의 환경적 영향을 인지할 수 있는 다양한 환경 정보를 상이한 소통 방식으로 제공하는 것이 필요할 것이다. 국내 다양한 소득분위의 소비자 특성을 포함하고 있는 본 연구결과를 토대로 기업뿐만 아니라 정책 입안자는 특정 세부시장의 녹색소비자가 아닌 더 넓은 범주의 일반 소비자의 친환경 소비태도를 고려한 친환경 커뮤니케이션 전략과 정책을 수립할 수 있을 것으로 기대한다.

Abstract

Environmental issues including climate change have emerged as one of the most important and imperative issues in the business circle as well as politics, economies, and society. Global environmental policies and business strategies in response to environmental issues have more focused on the product side as they have realized that there would be no substantial effects in emission reductions and climate change mitigation without changing consumer attitude and behavior. Eco-labels such as carbon footprint, designed to connect eco-friendly and low carbon production and consumption by utilizing a market mechanism, are widely used around the world as environmental policies and corporate marketing tools; however, very little research has explored a topic on the effects of eco-labeling from a marketing and consumer behavior perspective. This study examines how environmental communication strategies influence consumer attitude and behavior towards environmental and climate change issues in different ways, depending on environmental information delivering modes.

The research results based on experiment and survey methods with 576 consumers present severing important findings. First, in general, delivering environmental performance information of products leads to a higher levels of awareness of environmental-friendly and communication credibility than doing nothing. Second, in terms of communication modes, text messages have a greater effect on consumer attitude than label messages. Moreover, a eco-communication delivering simple eco-labels such as carbon footprint is not found to have a significant effect. Third, a communication strategy presenting the specific environmental information of products has a significant and greater levels of effects on consumer attitude than a strategy providing broad and somewhat general information. Last, eco-labeling is found to have a greater effect on consumer attitude when other labels related to product attributes are provided at the same time.

This study contributes to the green marketing literature, particularly green signals using eco-labeling to consumer attitude, by exploring and validating the effects of green communication strategies. The results of this study provide several meaningful implications for marketing managers and environmental policy makers. Green communication strategies on what and how environmental information is to be delivered to consumers should be more elaborate by considering environmental performance, product attributes and communication modes in a combined way in order to make eco-labeling including carbon labels works properly in markets. This study considers different income levels of consumers, and thus provides practical implications to develop marketing strategies and environmental policies to promote environmental-friendly consumption attitude at a wide range of consumers beyond a limited scope of green consumers.

Keywords:

green marketing, environmental-friendly consumption, green communication strategies, climate change, eco-labeling, carbon footprint

키워드:

그린 마케팅, 친환경 소비태도, 친환경 커뮤니케이션 전략, 기후변화, 탄소성적 표지제도, 환경 라벨링

Acknowledgments

본 논문을 위해 건설적인 조언을 해주신 심사위원님들께 감사드립니다.

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• 저자 배세하는 현재 전남대학교 경영대학에서 시간강사로 재직중이다. 전남대학교 경영대학 경영학과를 졸업하였으며 동 대학원에서 경영학 석사, 박사를 취득하였다. 주요 연구분야는 소셜네트워크마케팅, 그린마케팅, 기업의 사회적 책임 등이다.

• 저자 김상희는 현재 전남대학교 경영대학 경영학부 마케팅 전공 교수로 재직중이다. 주요 연구분야는 소비자 감정, 판매원의 감정 및 심리적 현상, 서비스 회복 등이다.

• 저자 이수열은 현재 전남대학교 경영학부 교수로 재직중이다. KAIST 경영대학에서 환경경영으로 박사학위를 취득하고 캐나다 웨스턴대학교 아이비경영대학원에서 박사후 연구원으로 활동했다. 주요 연구 분야는 기업의 사회적 책임, 지속가능 공급사슬 관리, 기후변화와 기업경쟁력 등이다.