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The Korean Society for Journalism & Communication Studies - Vol. 64 , No. 3
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Korean Journal of Journalism & Communication Studies - Vol. 64, No. 3, pp. 47-76
Abbreviation: KSJCS
ISSN: 2586-7369 (Online)
Print publication date 30 Jun 2020
Received 10 Apr 2020 Revised 29 May 2020 Accepted 01 Jun 2020
https://doi.org/10.20879/kjjcs.2020.64.3.002

미세먼지 감축 행동 의도에 영향을 주는 요인 연구 : 계획된 행동이론(TPB)과 규범활성화 모형(NAM)의 통합 적용
구윤희** ; 안지수*** ; 노기영****
**한림대학교 건강과뉴미디어 연구센터 연구교수 (withyuni@gmail.com)
***한림대학교 건강과뉴미디어 연구센터 연구교수 (jisooahn6@gmail.com)
****한림대학교 미디어스쿨 교수 (gnoh@hallym.ac.kr)

A Study on the Factors Affecting Behavioral Intentions to Reduce Particulate Matter Emission : The Integration of Theory of Planned Behavior and Norm Activation Model
Yunhee Ku** ; Jisoo Ahn*** ; Ghee-Young Noh****
**Research Professor, Health and New Media Research Institute, Hallym University, first author (withyuni@gmail.com)
***Research Professor, Health and New Media Research Institute, Hallym University (jisooahn6@gmail.com)
****Distinguished Professor, Media School, Hallym University, corresponding author (gnoh@hallym.ac.kr)
Funding Information ▼
초록

본 연구는 도덕적 규범이 미세먼지 감축 행동에 대한 의도에 미치는 영향에 대한 것이다. 커뮤니케이션 분야에서 미세먼지 연구는 주로 미세먼지를 위험으로 인식, 개인의 위험인식과 예방행동에 초점을 맞춰왔다. 이에 본 연구는 환경커뮤니케이션의 관점을 적용하여 미세먼지를 감축하기 위한 개인의 인지과정을 살펴보았다. 이를 위해 계획된 행동이론과 규범활성화 모형의 통합 모형을 활용하였다. 전국 1500명을 대상으로 온라인 설문조사를 실시했다. 행동에 대한 태도, 자기 효능감, 주관적 규범, 도덕적 규범이 감축 행동 의도로 이어지는 구조방정식 모형이 적합한 것으로 나타났다. 경로 분석 결과, 주관적 규범을 제외한 모든 변인이 감축 행동 의도에 정적인 영향을 미치고 있었다. 도덕적 규범과 주관적 규범의 선행 변인으로 포함한 행동 결과 지각은 각 규범에 정적인 관계를 보였으며 도덕적 규범을 매개하여 행동 의도로 이어지는 점을 확인하였다. 미세먼지 규제 정책을 수행함에 있어 개인의 인지적 과정을 고려하는 커뮤니케이션전략이 병행되어야 한다는 점을 알 수 있었다.

Abstract

South Korea has the highest concentration of particulate matter(PM) on average among OECD countries. South Korean governmental agencies and local governments are putting forward strong regulatory measures to solve problems regarding PM pollution. Besides regulatory policies, citizens' cooperation is essential in making the policies work. Especially, when it comes to environmental issues, which do not cause immediate damage to individuals, a more socio-cognitive approach should be considered to enhance individual’s participation. Along these lines, our focus is on individual’s cognitive processing for PM reduction from a perspective of environmental communication, which is differentiated from the prior PM-related literature(considering PM as a risk and dealing with individual’s risk perception and preventive intentions). Specifically, this study examined how moral norms affect the intention to decrease levels of PM, by integrating the theory of planned behavior(TPB) and the norm activation model(NAM). Individual moral norms have been emphasized in research on eco-friendly behaviors(behavioral intentions). For hypothesis testing, a total of 1,500 respondents from a national online survey company in South Korea participated in this study. The structural equation model was performed with the AMOS 18 program, and the maximum likelihood estimation was used. With the acceptable model fit from the structural equation modeling approach(CFI = .92, NFI = .92, RMSEA = .07), we found that attitude, self-efficacy and moral norms were positively related to behavioral intention. In other words, the hypotheses were supported within our integrated research model. On the other hand, there was no significant relationship between subjective norms and behavioral intention. Awareness of consequence, which was an antecedent variable to moral norms and subjective norms, showed a positive relationship with both types of norms. Last, the bootstrapping method confirmed an indirect effect of awareness of consequence on behavioral intention through moral norms. In sum, moral norms work with other constructs in the theory of planned behavior, and awareness of consequence can be a predictor for moral norms. The findings of this study indicate that, in order to implement the PM regulation policies effectively, it is necessary to help people maintain positive attitudes toward PM reduction actions, belief in their ability to participate in relevant regulations, and ethical awareness of environmental issues. The results regarding moral norms should be replicated in other environmental contexts or with different topics to conform the explanatory power of moral norms. The theoretical and practical implications and limitations are discussed in more detail.

KeywordsMoral norm, Theory of planned behavior, Norm activation model, Awareness of consequence
키워드: 도덕적 규범, 계획된 행동이론, 규범활성화 모형, 행동 결과 지각
Acknowledgments

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2018S1A3A2074932). (이 논문은 2018년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임(NRF-2018S1A3A2074932).)

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