계획행동이론을 적용한 로하스제품 구매의도에 영향을 미치는 요인들에 관한 연구

Abstract

The development of science technology and the rapid growth of industrialization brought about the benefits of material civilization and affluent consumption lifestyle in the wake of Industrial Revolution. However, Mass consumption and mass consumption triggered the alarming increase of energy consumption, nature destruction, and environmental pollution, posing a threat to the survival of the all human beings. For this reason, more attention was given not only to the self-safety and the survival of the next generation but also to the environmental value. Against this backdrop, Eco-Friendly Consumption and Green Consumer emerged. This new type of consumer group committed itself to the change in the consumption pattern in consideration of long-term and short-term effects on the nature. Given the green ecological initiatives driven socially and politically, LOHAS epitomized eco-friendly lifestyle. LOHAS is an acronym for Life styles Of Health and Substantiality, which values the human health and environmental concerns, and sustainable living. In addition, it represents the eco-friendly and reasonable consumption patter by adding the social and environmental aspects to the Well-being Concept. Given the LOHAS belief, our current desire can't encroach on the next generation. It stresses the responsibility of the LOHAS consumer to preserve the nature for the next generation to benefit from the same level of environments and extant cultural heritage. This is a representative of socially-conscious consumption. As with LOHAS lifestyle evolving into the consumption pattern of the future society in pursuit of the human health, environmental concerns, and a sustainable living, Marketers shed more light on the consumption trend, the development of the LOHAS-related product and the comprehensive life pattern of the LOHAs life cycle. The overseas LOHAS industry have developed a variety of LOHAS-related products; whereas, Korea's LOHAS-related social atmosphere is still immature due the lack of awareness for LOHAS life pattern. There need more efforts for applicability of LOHAS lifestyle. The researches, oriented to the LOHAS consumers, have been sustainable developed; meanwhile, the ones to understand LOHAS is far from being fulfilled. This objective of the literature is to identify the effects on the purchase intension for which the theory of planned behavior is applied as a basic framework. Natural marketing research (200) identified the 12 essential factors to understand the LOHAS consumer characteristics and to measure LOHAS index by selecting the personal belief toward the outcome of the certain behaviors, the personal awareness and social pressures that enables consumers to decide whether to implement certain behaviors, and other awareness of technology, resources, and opportunities to accelerate and undermine the certain behaviors. In this way, the belief system toward the LOHAS –related products has been developed. This literature applied the antecedent variables of the attitude in response to behaviors and perceived behavior restrictions along with the additional variables of ethical and technological standards. Therefore, the empirical analysis can determine the cause and effect relations among variables through the empirical research, which be potentially important in furthering the LOHAS-related developments. First, behavioral belief system is positively correlated with LOHAS behavior (p.<0.01). The normative belief system is meaningful in association with the ethical standard (p.<0.01) and technological standard (p.<0.01) and the perceived controllability. Additionally, the controllable belief system has a positive correlation with perceived control. (p.<0.01). Second, the perceived quality has a positive association with the attitude toward the LOHAS-related behavior (p.<0.01), the ethical standard (p.<0.01), and technological standard (p.<0.01) and the perceived control (p.<0.01). Third, the attitude in response to the LOHAS-related behavior has a positive association with the purchase intention. However, it is not positively correlated with the ethical standard (p.<0.1) at the level of α =0.05. Then it is a positively correlated with the technological standard and perceived controllability. Fourth, the ethical standard is positively correlated with LOHAS-related behavior (p.<0.01) and technological standard. Fifth, The attitude toward the LOHAS-related behavior has a controlling role in the aspect of demographics inclusive of income (p.<0.05). On the other hand, the career shows a controlling effect in the relationship between the perceived control and purchase intent. Income has also a partial controlling effect. However, gender, age, and education don't have any controlling effect. Sixth, when it comes to the purchase intention influenced by the attitude toward the LOHAS-related behavior, there isn't any evidence to illustrate the controlling effects of the purchase frequency. However, the information source related to the LOHAS behavior has a controlling role. (p.<0.05). Meanwhile, the purchase intention affected by perceived control shows that purchase frequency has a controlling effect, whereas the information source for the LOHAS has no controlling effect. Seventh, the standard belief system (β=0.154) has a strong influence on the LOHAS behavior. When considering the technological standard, the standard belief system is the most influential (β=0.212). There is also the partial impact of the perceived quality (β=0.048). In particular, the ethical standard turned out to be affecting the purchase intention through the technological standard. Theoretically, standard belief system shows an insignificant relationship in the preceding researches; meanwhile, the standard belief, coupled with the ethical and technological standard, demonstrates a positive relationship with the ethical and technological standard as well as the perceived control. The qualified control positively influenced the technological and perceived control. The technological standard as an expansion variable is positively correlated with purchase intent. The more enhanced the technological standard ism the more direct increase the purchase intention. There is a need to enhance the perceived control adjunctively. The reinforcement of the ethical standard can boost the purchase intention indirectly. On the other hand, the preceding research doesn't show the controlling effects demographically. This literature proves that income is strongly influential and there is a partially controlling effect in the age, career, and education. In the practical aspect, the sustainable promotion is required for the voluntary participation of consumers, and the efforts is also necessary to spread the LOHAS –related awareness. During the production and promotion of the LOHAS products, it is noted that there is an importance with regard to the production and processing in relation to the awareness of consumers and the importance of promotion. Additionally, income, education, and job are strongly correlated with LOHAS. Therefore, they can be key factors when considering the market segmentation in the planning of LOHAS related products. In the future, it is expected that the sophistication of the LOHAS model and the subdivision of subjects for the research of LOHAS-related products are essential for the research with the variables in terms of region, industry and LOHAS concept.