![The Korean Society for Journalism & Communication Studies (KSJCS)](/images/basic/pubreader_back.gif)
정말 한국의 Z세대 소비자는 일반 제품보다 친환경 제품에 대한 구매 의도가 더 높을까? : 가격에 따른 소비가치 인식을 중심으로
초록
이 연구는 Z세대 소비자들의 제품유형과 가격이 소비가치 인식과 구매의도에 미치는 영향을 알아보고자 총 181명을 대상으로 2(제품유형: 일반(샴푸) vs. 친환경(샴푸바)) × 2(가격: 고 vs. 저) 집단 간 요인 설계 실험을 진행하였다. 제품유형이 소비가치 인식에 미치는 영향을 분석한 결과 연구 참여자들은 친환경 제품(샴푸바)을 일반 제품(샴푸)보다 사회적 소비가치 면에서 더 높게 인식했지만, 기능적·감성적 소비가치 인식에서는 유의미한 차이를 보이지 않았다. 가격과 관련해서는 가격이 비쌀 때보다 저렴할 때 감성적·사회적 가치를 더 높게 인식하고 있었으나 기능적 소비 가치 인식에서는 유의미한 인식차가 없었다. 흥미로운 결과는 제품유형과 가격의 상호작용 효과에서 나타났는데, 모든 종속변인인 기능적·감성적·사회적 소비가치 인식과 구매의도에서 유의미하게 나타났다. 기능적 소비 가치인식의 경우, 일반 제품(샴푸)의 경우에는 가격이 비쌀 때보다 저렴할 때 그 인식 수준이 유의미하게 높았지만, 친환경 제품(샴푸바)의 경우에는 가격에 따른 기능적 인식차가 나타나지 않았다. 감성적 소비 가치인식은 제품 유형과 가격에서 이원상호작용 효과를 보였다. 연구 참여자들은 일반 제품(샴푸)과 친환경 제품(샴푸바) 모두 가격이 비쌀 때보다 가격이 저렴할 때 감성적 가치를 높게 인식했다. 그러나 가격이 비싼 조건에서는 친환경 제품에 대한 감성적 가치인식이 일반 제품보다 높아 제품 유형에 따른 감성적 인식차를 보였다. 사회적 소비가치의 경우에는 일반 제품(샴푸)이 비쌀 때보다 저렴할 때 그 인식 수준이 유의미하게 더 높았지만 친환경 제품에서는 가격에 따른 인식차가 나타나지 않았다. 가격이 비싼 조건에서는 친환경 제품에 대한 사회적 가치가 일반 제품보다 높아 제품 유형에 따른 사회적 소비가치 인식차가 나타났다. 연구 참여자들은 일반 제품(샴푸)일 때는 가격이 비쌀 때보다 저렴할 때 더 높은 구매 의도를 유의미하게 보였지만 친환경 제품일 때는 가격에 따른 구매의도의 유의미한 차이를 나타내지 않았다. 또한, 가격이 비싼 조건에서는 친환경 제품에 대한 구매 의도가 일반 제품보다 유의미하게 높아 제품 유형에 따른 구매의도 차이도 확인되었다. 이 연구는 국내 Z세대 소비자들이 일반 제품 구매에 있어서는 가격 조건이 보다 결정적 구매 결정 요인이 될 수 있지만 친환경 제품 구매에 있어서는 일반 제품에 비해 가격이 비싸더라도 이에 대한 감성적, 사회적 소비가치 인식이 높을 수 있으며 구매 의도가 더 높을 수 있음을 시사해 제품 유형에 따른 인식차를 확연히 보였다는데 그 의미가 크다.
Abstract
This study aimed to empirically examine the perception of consumer value (Sheth et al., 1991) towards eco-friendly products and the purchase intention of Korean Generation Z consumers, who are known to be eco-conscious, by comparing it with non-eco-friendly products. This study used a 2 (product: non-eco-friendly (shampoo) vs. eco-friendly (shampoo bar)) x 2 (price: high vs. low) between-subjects experimental design. A total of 181 participants were recruited from panel data. It utilized a mock-up scenario, introducing four conditions by varying the product type (shampoo vs. shampoo bar) and price condition (high vs. low). Of 181 participants, only 27 participants (14.9%) had actual purchase experience of shampoo bars, while 94 participants (51.9%) were aware of shampoo bars but had never purchased them. The results revealed low purchase experience and low awareness among domestic Generation Z consumers regarding shampoo bars, one of the representative eco-friendly products. The effect of product type on consumption value perception showed that an eco-friendly product (shampoo bar) had a significantly more positive impact on social value than a non-eco-friendly product (shampoo), although there were no significant differences in functional and emotional value perception. Regarding the price, participants perceived that a low-priced product was higher in emotional and social value than a high-priced product, although there was no significant difference in functional value perception. Interesting results were found in interaction effects between product types and price conditions on all dependent variables including functional, emotional, and social value perceptions, as well as purchase intention. When the non-eco-friendly product (shampoo) was cheap, participants perceived a higher functional value than when it was expensive. Participants perceived greater emotional value when the product was affordable rather than when expensive, both for non-eco-friendly (shampoo) and eco-friendly (shampoo bar) products. They perceived higher social value for the non-eco-friendly product (shampoo) when it was affordable compared to when it was expensive. Finally, the two-way interaction effect of product type and price condition was also observed in participants’ purchase intention. Participants exhibited a higher purchase intention for the non-eco-friendly product (shampoo) when it was more affordable than expensive. When the product was expensive, participants exhibited a higher emotional value, social value, and purchase intention for the eco-friendly one (shampoo bar) than for the non-eco-friendly one (shampoo). The findings emphasize that while price is a key consideration for Generation Z consumers when purchasing products, eco-friendly products can hold a greater emotional and social value, and lead to higher purchase intentions, even when they are priced higher than non-eco-friendly products. It highlighted the significant differences in the perceptions of Generation Z consumers based on the product type.
Keywords:
Korean Generation Z Comsumers, Eco-Friendly Products, Price, Consumption Value, Purchase Intention키워드:
국내 Z세대 소비자, 친환경 제품, 가격, 소비가치, 구매의도Acknowledgments
This study is a substantial revision of the third author’s master’s thesis(advisor: first author) in the Department of Mass Communications at Sogang University in 2023(이 연구는 제3저자의 2023년 서강대학교 일반대학원 신문방송학과 석사학위 논문(지도교수: 1저자)을 대폭 수정·보완한 것입니다.).
References
-
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
[https://doi.org/10.1016/0749-5978(91)90020-T]
-
Antil, J. H. (1984). Socially responsible consumers: Profile and implications for public policy. Journal of Macromarketing, 4(2), 18-39.
[https://doi.org/10.1177/027614678400400203]
-
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656.
[https://doi.org/10.1086/209376]
-
Bae, S. (2021). Purchasing eco-friendly products with good intentions is insufficient: The influence of altruistic/selfish motives on eco-friendly product purchasing behavior. Korean Journal of Marketing, 36(1), 71-97.
배세하 (2021). 친환경 제품 구매는 착한 마음으로 충분하지 않다: 이타적/이기적 동기가 친환경 제품 구매 행동에 미치는 영향. <마케팅연구>, 36권 1호, 71-97. [ https://doi.org/10.15830/kjm.2021.36.1.71 ] - Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2001). Consumer behavior (9th ed). Mason, OH: South-Western Thomas Learning.
-
Chang, S. (2018). Experience economy in hospitality and tourism: Gain and loss values for service and experience. Tourism Management, 64, 55-63.
[https://doi.org/10.1016/j.tourman.2017.08.004]
-
Cho, E. J. (2015). A study on the moderating effect of knowledge on the environment in the relationship between consumption value of ecological fashion products of students and purchase intention. Journal of Korea Design Forum, 49, 41-54.
조은주 (2015). 대학생의 친환경 패션제품에 대한 소비가치가 구매의도에 미치는 영향에 있어 환경지식의 조절효과. <한국디자인포럼>, 49호, 41-54. [ https://doi.org/10.21326/ksdt.2015..49.004 ] -
Cho, Y., Lee, S., & Chung, I. (2022). A study on generation Z’s purchase intention toward fashion products of social enterprises. Journal of Business Convergence, 7(1), 33-40.
조윤진·이상권·정인희 (2022). Z세대의 사회적 기업 패션제품 구매의도 연구. <비즈니스융복합연구>, 7권 1호, 33-40. [ https://doi.org/10.31152/JB.2022.02.7.1.33 ] -
Choi, J., & Kim, R. (2018). Estimation of consumers’ willingness to pay for green products: Focusing on the impact of product visibility. Journal of Consumption Culture, 21(1), 123-142.
최지혜·김난도 (2018). 친환경 제품의 제품 공개성에 따른 지불의사금액 추정에 관한 연구. <소비문화연구>, 21권 1호, 123-142. [ https://doi.org/10.17053/jcc.2018.21.1.006 ] -
Choi, J., & Lee, H. (2023). Digital news report in Korea 2023 (KPF-WP-2023). Retrieved 8/21/23 from https://www.kpf.or.kr/front/research/selfDetail.do?seq=595788&link_g_homepage=F
최진호·이현우 (2023). 디지털 뉴스 리포트 2023. (한국언론진흥재단 미디어연구센터 보고서, KPF-WP-2023). -
Choi, N., Kim, S., & Yun, Y. (2022). A study on the lifestyle change on characteristics of generation Z after Covid-19. Journal of Communication Design, 78, 173-182.
최나은·김숙연·윤여은 (2022). 코로나 19 이후 Z세대의 특성에 따른 라이프스타일 변화 연구. <커뮤니케이션디자인학연구>, 78권, 173-182. -
Choi, S. H. (2023, June 21).World environment day and combating plastic pollution. Gyeonggi Ilbo. Retrieved 8/21/23 from https://www.kyeonggi.com/article/20230620580266
최성호 (2023, 6, 21). 세계 환경의 날과 플라스틱 오염 퇴치. <경기일보>. -
Deloitte (2021). 2021 Millennial and Gen Z survey. Retrieved 8/21/23 from https://www2.deloitte.com/kr/ko/pages/consumer/articles/2021/20210706.html
딜로이트 (2021). 딜로이트 2021 글로벌 Gen Z & Millennial 서베이. -
Deloitte (2023). 2023 Millennial and Gen Z survey. Retrieved 8/21/23 from https://www2.deloitte.com/kr/ko/pages/consumer/articles/2023/20230517.html
딜로이트 (2023). 딜로이트 2023 글로벌 Gen Z & Millennial 서베이. -
Ellen, P. S., Wiener, J. L., & Cobb-Walgren, C. (1991). The role of perceived consumer effectiveness in motivating environmentally conscious behaviors. Journal of Public Policy & Marketing, 10(2), 102-117.
[https://doi.org/10.1177/074391569101000206]
-
Eom, T. K. (2022). A study on sustainable fashion product design attributes and consumption value. Unpublished doctoral dissertation, Hanyang University, Seoul, Korea.
엄태경 (2022). <지속가능한 패션제품디자인 속성과 소비가치에 관한 연구>. 한양대학교 대학원 박사학위 논문. -
Gneezy, A., Gneezy, U., & Lauga, D. O. (2014). A reference-dependent model of the price–quality heuristic. Journal of Marketing Research, 51(2), 153-164.
[https://doi.org/10.1509/jmr.12.0407]
-
Greenpeace (2023). Plastic Korea 2.0. Retrieved 8/21/23 from https://www.greenpeace.org/korea/update/25774/report-disposable-korea-ver2/
그린피스 (2023). 플라스틱 대한민국 2.0. -
Griskevicius, V., Tybur, J. M., & Van den Bergh, B. (2010). Going green to be seen: status, reputation, and conspicuous conservation. Journal of Personality and Social Psychology, 98(3), 392-404.
[https://doi.org/10.1037/a0017346]
- Hair, J., Black, W., Babin, B., Anderson, R., & Tatham, R. (2006). Multivariate data analysis (6th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
-
Han, S., & Youn, Y. (2023). A study on factors affecting purchase intention of eco-friendly cosmetics: An integrated model of theory of consumption value and extended theory of planned behavior. Korean Management Consulting Review, 22(3), 127-140.
한승훈·윤영호 (2022). 친환경 화장품의 구매의도에 영향을 미치는 요인에 관한 연구: 소비가치이론과 확장된 계획행동이론의 통합모델. <경영컨설팅연구>, 22권 3호, 127-140. -
Hansla, A., Gamble, A., Juliusson, A., & Gärling, T. (2008). The relationships between awareness of consequences, environmental concern, and value orientations. Journal of Environmental Psychology, 28(1), 1-9.
[https://doi.org/10.1016/j.jenvp.2007.08.004]
-
Harper, G. C., & Makatouni, A. (2002). Consumer perception of organic food production and farm animal welfare. British Food Journal, 104(3/4/5), 287-299.
[https://doi.org/10.1108/00070700210425723]
-
Haryanto, B. (2014). The influence of ecological knowledge and product attributes in forming attitude and intention to buy green product. International Journal of Marketing Studies, 6(2), 83-91.
[https://doi.org/10.5539/ijms.v6n2p83]
-
Holbrook, M. B. (2006). Consumption experience, customer value, and subjective personal introspection: An illustrative photographic essay. Journal of Business Research, 59(6), 714-725.
[https://doi.org/10.1016/j.jbusres.2006.01.008]
-
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140.
[https://doi.org/10.1086/208906]
-
Joo, H. S. (2023, July 11). MZ-ECO generation in the age of essential environment. Iconsumer. Retrieved 8/21/23 from http://www.iconsumer.or.kr/news/articleView.html?idxno=25509
주현선 (2023, 7, 11). 필환경 시대에 뜨는 MZ-ECO세대. <소비자평가>. -
Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic Management Review, 3(1-2), 128-143.
[https://doi.org/10.1016/j.ism.2015.04.001]
-
Jung, J., & Cho, S. (2023). The impact of consumption values and environmental purchase motives on pro-environmental purchase behavior: A focus on generation MZ and generation X. Korean Journal of Human Ecology, 32(5), 569-583.
정주원·조소연 (2023). 소비가치와 친환경구매동기가 친환경구매행동에 미치는 영향: MZ세대와 X세대를 중심으로. <한국생활과학회지>, 32권 5호, 569-583. [ https://doi.org/10.5934/kjhe.2023.32.5.569 ] -
Kamins, M. A., & Marks, L. J. (1987). Advertising puffery: The impact of using two-sided claims on product attitude and purchase intention. Journal of Advertising, 16(4), 6-15.
[https://doi.org/10.1080/00913367.1987.10673090]
-
Kanchanapibul, M., Lacka, E., Wang, X., & Chan, H. K. (2014). An empirical investigation of green purchase behaviour among the young generation. Journal of Cleaner Production, 66, 528-536.
[https://doi.org/10.1016/j.jclepro.2013.10.062]
-
Kang, H., & Cho, H. (2022). The effect of consumption value on eco friendly cosmetics purchasing behavior. The Journal of the Korea Contents Association, 21(2), 562-571.
강현경·조혜경 (2021). 소비가치가 친환경 화장품 구매행동에 미치는 영향. <한국콘텐츠학회논문지>, 21권 2호, 562-571. -
Kang, M., & Kim, Y. (2023). The moderating effects of environmental interest between consumption value and eco-friendly purchasing behavior. Global Business Administration Review, 20(5), 25-50.
강문실·김윤숙 (2023). 소비가치와 친환경 구매행동간 환경관심도의 조절효과. <글로벌경영학회지>, 20권 5호, 25-50. [ https://doi.org/10.38115/asgba.2023.20.5.25 ] -
Kang, Y., & Kim, S. (2022). A study on consumer perception of ESG management of corporation: Focusing on the MZ generation. The Korean Journal of Advertising, 33(3), 7-39.
강윤지·김상훈(2022). 기업의 ESG 경영에 대한 소비자 인식에 관한 연구: MZ세대를 중심으로. <광고학연구>, 33권 3호, 7-39. [ https://doi.org/10.14377/KJA.2022.4.15.7 ] -
KB Research (2021). ESG and eco-friendly consumption behavior as seen by consumers. Retrieved 9/10/23 from https://www.kbfg.com/kbresearch/report/reportView.do?reportId=2000182
KB 경영연구소 (2021). 소비자가 본 ESG와 친환경 소비 행동. -
Keller, A. (1993). Intrinsic synaptic organization of the motor cortex. Cerebral Cortex, 3(5), 430-441.
[https://doi.org/10.1093/cercor/3.5.430]
-
Kim, E. J. (2020). A study on generation Z’s online information method, channel-specific perception and sharing methods -Focusing on cosmetics industry-. Unpublished master’s thesis, Chung-Ang University, Seoul, Korea.
김은지 (2020). <Z세대의 온라인 정보탐색 방법 및 채널 인식도, 공유 방식에 대한 연구 –화장품 산업을 중심으로->. 중앙대학교 신문방송대학원 석사학위 논문. -
Kim, G. (2023). The effects of eco-friendly food consumption value using S-O-R framework on consumer satisfaction and repurchase intention. Journal of Foodservice Management, 26(5), 187-210.
김건휘 (2023). S-O-R 프레임워크를 활용한 친환경 식품 소비가치가 소비자 만족도와 재구매 의도에 미치는 영향. <외식경영연구>, 26권 5호, 187-210. [ https://doi.org/10.47584/jfm.2023.26.5.187 ] -
Kim, H. (2020). Price discount effect of environmentally friendly products on price fairness: Role of guilt and consumers’ environmental concern. The Academy of Customer Satisfaction Management, 22(1), 77-93.
김해룡 (2020). 친환경상품 가격인하와 가격공정성 지각: 죄책감과 소비자 친환경관심의 역할. <고객만족경영연구>, 22권 1호, 77-93. [ https://doi.org/10.34183/KCSMA.22.1.4 ] -
Kim, J., & Chang, Y. (2022). The impact of generation Z’s consumption values factors on purchase intention in secondhand goods transaction platforms: Based on the mediated effects of trust. Journal of International Trade & Commerce, 18(2), 371-386.
김진원·장윤희 (2022). 중고거래 플랫폼에서 Z세대의 소비가치 요인이 구매의도에 미치는 영향: 신뢰의 매개효과 중심으로. <무역연구>, 18권 2호, 371-386. [ https://doi.org/10.16980/jitc.18.2.202204.371 ] -
Kim, K. (2016). Study on environmentally-friendly product development through consumer needs analysis. Creation and Innovation, 9(1), 1-26.
김경신 (2016). 소비자 니즈파악을 통한 친환경제품 개발에 관한 연구. <창조와 혁신>, 9권 1호, 1-26. -
Kim, S. (2023). Analysis of research trends related to MZ generation in the beauty industry. Journal of Beauty Art Management, 17(2), 1-15.
김성남 (2023). 뷰티산업에서 MZ세대 관련연구 동향 분석. <미용예술경영연구>, 17권 2호, 1-15. -
Kim, S., & Kim, N. (2015). Do consumers purchase green products to show to others?: The interaction effects between consumer characteristics and public vs. private products. Journal of Marketing Studies, 23(4), 75-94.
김석호·김나민 (2015). 소비자들은 타인에게 보여주기 위해 친환경 제품을 구매하는가?: 친환경 제품 종류에 따른 소비자 반응을 중심으로. <마케팅논집>, 23권 4호, 75-94. -
Kim, S., Lee, S., & Moon, S. (2018). Influence of consumer’s environmental consciousness on purchasing behavior of eco-friendly products. Journal of Marketing Studies, 26(3), 56-72.
김사원·이수형·문선정 (2018). 소비자의 환경의식이 친환경 제품 구매행동에 미치는 영향. <마케팅논집>, 26권 3호, 56-72. -
Kim, W. J. (2023, May 15). Increasing environmental awareness…revitalizing the solid shampoo bar market in North America and Europe. The Korea Industrial Daily. Retrieved 9/10/23 from https://kidd.co.kr/news/232550
김원정 (2023, 5, 15). 환경 인식 강화…북미·유럽 중심으로 고체 샴푸바 시장 활성화. <산업일보>. -
Kim, Y. J. (2023, November 27). “To catch Generation Z, the ‘climate change natives’, both eco-friendliness and economic efficiency are needed”. Dong-A Ilbo. Retrieved 1/26/24 from https://www.donga.com/news/Economy/article/all/20231126/122358439/1
김윤진 (2023, 11, 27). “‘기후변화 네이티브’ Z세대 잡으려면 친환경-경제성 모두 필요”. <동아일보>. -
Kong, H. (2010). Study on the effects of values, consumption values, environment conscious behavior on consumer’s attitude and purchase behavior of environment-friendly goods. Unpublished master’s thesis, Chung-Ang University, Seoul, Korea.
공혜원 (2010). <가치관, 소비가치 및 환경의식적 행동이 친환경 제품에 대한 태도와 구매행동에 미치는 영향>. 중앙대학교 대학원 석사학위 논문. -
Korea International Trade Association (2022). The era of eco-friendly consumption, target the rising green consumer! Retrieved 9/10/23 from https://www.kita.net/researchTrade/report/tradeFocus/tradeFocusDetail.do?no=2285
한국무역협회 (2022). 친환경 소비시대, 부상하는 그린슈머를 공략하라! -
Kwon, J. (2022). <Intergenerational transmission of consumption style and contexts of family and time>. Unpublished doctoral dissertation, Seoul National University, Seoul, Korea.
권정윤 (2022). <소비성향의 세대 간 전이와 맥락에 관한 연구: Z세대 자녀와 어머니를 중심으로>. 서울대학교 대학원 박사학위 논문. -
Lee, J. (2017). The determinants of consumer's willingness to pay price premiums for branded sporting events. Korean Journal of Sport Management, 22(4), 75-90.
이지선 (2017). 소비자의 프리미엄 가격 (price premium) 지불 결정요인. <한국스포츠산업경영학회지>, 22권 4호, 75-90. [ https://doi.org/10.31308/KSSM.22.4.5 ] -
Lim, H., & Seo, I. (2022). A study on the degree of additional payment for eco-friendly products using anchoring effects. Journal of Consumer Studies, 33(1), 85-105.
임하은·서인주 (2022). 앵커링효과를 활용한 친환경 제품 추가지불정도에 관한 연구. <소비자학연구>, 33권 1호, 85-105. [ https://doi.org/10.35736/JCS.33.1.5 ] -
Lim, J., & Kim. S. (2023). A study on emotional marketing strategy through the consumption propensity of the Gen Z. Korean Studies Information Service System, 24(5), 461-479.
임정은·김승인 (2023). Z세대의 소비 성향을 통한 감성마케팅 전략 연구. <기초조형학연구>, 24권 5호, 461-479. [ https://doi.org/10.47294/KSBDA.24.5.30 ] -
Lin, Y. C., & Chang, C. C. A. (2012). Double standard: The role of environmental consciousness in green product usage. Journal of Marketing, 76(5), 125-134.
[https://doi.org/10.1509/jm.11.0264]
-
Loureiro, M. L., McCluskey, J. J., & Mittelhammer, R. C. (2002). Will consumers pay a premium for eco‐labeled apples? Journal of Consumer Affairs, 36(2), 203-219.
[https://doi.org/10.1111/j.1745-6606.2002.tb00430.x]
-
Luchs, M. G., Naylor, R. W., Irwin, J. R., & Raghunathan, R. (2010). The sustainability liability: Potential negative effects of ethicality on product preference. Journal of Marketing, 74(5), 18-31.
[https://doi.org/10.1509/jmkg.74.5.018]
-
Mason, M. C., Oduro, S., Umar, R. M., & Zamparo, G. (2023). Effect of consumption values on consumer behavior: A meta-analysis. Marketing Intelligence & Planning, 41(7), 923-944.
[https://doi.org/10.1108/MIP-03-2023-0100]
-
McCarty, J. A., & Shrum, L. J. (1994). The recycling of solid wastes: Personal values, value orientations, and attitudes about recycling as antecedents of recycling behavior. Journal of Business Research, 30(1), 53-62.
[https://doi.org/10.1016/0148-2963(94)90068-X]
-
Naz, F., Oláh, J., Vasile, D., & Magda, R. (2020). Green purchase behavior of university students in Hungary: An empirical study. Sustainability, 12(23), 10077.
[https://doi.org/10.3390/su122310077]
-
Oliveyoung (2022, September 16). Olive Young hair care ranking. Retrieved 9/16/22 from https://www.oliveyoung.co.kr/store/main/getBestList.do?t_page=%ED%99%88&t_click=GNB&t_gnb_type=%EB%9E%AD%ED%82%B9&t_swiping_type=N
올리브영 (2022, 9, 16). 올리브영 헤어케어 랭킹. -
Opensurvey (2021). Generation Z trend report 2021. Retrieved 9/10/23 from https://blog.opensurvey.co.kr/trendreport/gen-z-2021/
오픈서베이 (2021). Z세대 트렌드 리포트 2021. -
Padel, S., & Foster, C. (2005). Exploring the gap between attitudes and behaviour: Understanding why consumers buy or do not buy organic food. British Food Journal, 107(8), 606-625.
[https://doi.org/10.1108/00070700510611002]
-
Park, H. Y., Kim, H. L., & Kim, Y. R. (2022).What if you convert the inconvenience of financial transactions of older people into money? [On-Line]. KOSTAT Statistics Plus, 2002(Spring), 20-31. Retrieved 8/21/23 from https://kostat.go.kr/board.es?mid=a90102010100&bid=11918&tag=&act=view&list_no=417489&ref_bid=
박희연·김혜린·김영란 (2022). 노년층의 금융거래 불편함을 돈으로 환산한다면? [전자매체본]. <KOSTAT 통계플러스>, 2022년 봄호, 20-31. -
Park, J., Kwon, K., & Chun, J. (2022). The effect of generation Z’s need for uniqueness and fashion leadership on symbolic consumption. Journal of Fashion Design, 22(4), 19-35.
박주하·권기용·전재훈 (2022). Z세대의 독특성 욕구와 유행 선도력이 패션 제품의 상징적 소비에 미치는 영향. <한국패션디자인학회지>, 22권 4호, 19-35. [ https://doi.org/10.18652/2022.22.4.2 ] -
Park, K., & Cheon, H. (2020). A study on consumers’ experiences in C2C second-hand goods transaction. Journal of Consumer Policy Studies, 51(3), 81-108.
박고은·천혜정 (2020). “당근하세요?”: 모바일 플랫폼을 이용한 소비자간 중고품 거래 경험의 의미. <소비자문제연구>, 51권 3호, 81-108. -
Park, S. Y. (2023, July 13). Beauty industry is also social values rather than benefits. Beautynury. Retrieved 8/21/23 from https://www.beautynury.com/news/view/101925/cat/10
박수연 (2023, 7, 13). 뷰티도 효능보다 사회적 가치 본다. <화장품신문>. -
Piri, Z., & Lotfizadeh, F. (2016). Investigation of the influence of perceived quality, price and risk on perceived product value for mobile consumers. Asian Social Science, 12(1), 103-116.
[https://doi.org/10.5539/ass.v12n1p103]
-
Rao, A. R., & Bergen, M. E. (1992). Price premium variations as a consequence of buyers’ lack of information. Journal of Consumer Research, 19(3), 412-423.
[https://doi.org/10.1086/209311]
-
Ryu, J., & Kim, M. (2023). The effects of MZ generation’s consumption value on purchase behavior - Focusing on aromatic cosmetic selection attributes. Korean Society of Cosmetics and Aesthetics Journal, 13(3), 399-414.
유제아·김민신 (2023). MZ세대의 소비가치가 구매 행동에 미치는 영향 - 방향용 제품 선택속성을 중심으로. <한국화장품미용학회지>, 13권 3호, 399-414. -
Sánchez, J., Callarisa, L., Rodriguez, R. M., & Moliner, M. A. (2006). Perceived value of the purchase of a tourism product. Tourism Management, 27(3), 394-409.
[https://doi.org/10.1016/j.tourman.2004.11.007]
-
Schlegelmilch, B. B., Bohlen, G. M., & Diamantopoulos, A. (1996). The link between green purchasing decisions and measures of environmental consciousness. European Journal of Marketing, 30(5), 35-55.
[https://doi.org/10.1108/03090569610118740]
-
Seo, H., & Yang, J. (2020). Consumer evaluation of attributes in the environment-friendly products. Journal of Distribution and Logistics, 7(4), 25-35.
서해진·양재호 (2020). 소비자의 친환경 제품 속성평가 및 제품선택에 관한 연구. <유통물류연구>, 7권 4호, 23-35. [ https://doi.org/10.22321/jdl2020070402 ] -
Seo, Y., Kim, H., & Han, J. (2021). A study on the effect of hotel consumers’ consumption value on pro-environmental behavioral intention: Focusing on the mediating role of environmental self-efficacy. Korean Journal of Hospitality and Tourism, 30(4), 1-16.
서예정·김화진·한진수 (2021). 호텔 이용객의 소비가치가 친환경 행동의도에 미치는 영향 연구: 환경 효능감 매개효과를 중심으로. <호텔경영학연구>, 30권 4호, 1-16. [ https://doi.org/10.24992/KJHT.2021.6.30.04.1 ] -
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170.
[https://doi.org/10.1016/0148-2963(91)90050-8]
-
Shin, J. S. (2021, September 12). Can a shampoo bar replace liquid shampoo? Allure. Retrieved 8/21/23 from https://www.allurekorea.com/2021/09/12/%EC%83%B4%ED%91%B8%EB%B0%94%EB%8A%94-%EA%B3%BC%EC%97%B0-%EC%95%A1%EC%B2%B4-%EC%83%B4%ED%91%B8%EB%A5%BC-%EB%8C%80%EC%8B%A0%ED%95%A0-%EC%88%98-%EC%9E%88%EC%9D%84%EA%B9%8C/?utm_source=naver&utm_medium=partnership
신지수 (2021, 9, 12). 샴푸바는 과연 액체 샴푸를 대신할 수 있을까? <Allure>. -
Snoj, B., Korda, A. P., & Mumel, D. (2004). The relationships among perceived quality, perceived risk and perceived product value. Journal of Product & Brand Management, 13(3), 156-167.
[https://doi.org/10.1108/10610420410538050]
-
Sun, M., & Kim, J. (2020). A study on the consumer’s view point on luxury brand and eco-friendly. A Journal of Brand Design Association of Korea, 18(2), 123-136.
선민재·김준석 (2020). 럭셔리 브랜드와 친환경 속성에 대한 소비자의 관점에 관한 연구. <브랜드디자인학연구>, 18권 2호, 123-136. -
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220.
[https://doi.org/10.1016/S0022-4359(01)00041-0]
-
The Korea Chamber of Commerce & Industry (2019). Generation Z appearance and Its impact on businesses. Retrieved 9/10/23 from https://www.korcham.net/nCham/Service/Economy/appl/NewsBriefDetail.asp?SEQ_NO_C040=2102
대한상공회의소 (2019). Z세대의 등장과 기업에 주는 시사점. - Trudel, R., & Cotte, J. (2009). Does it pay to be good? MIT Sloan Management Review, 50(2), 61-67.
- Tsaabitah, N. A. (2022). Understanding generation Z’s purchase intention towards green skincare products in Kingston upon Hull, United Kingdom. Asian Journal of Entrepreneurship, 3(3), 99-111.
-
Univtomorrow (2021). MZ generation green practice and consumption trend report. Retrieved 9/10/23 from https://www.20slab.org/archives/37982
대학내일 (2021). 2021 MZ세대 친환경 실천 및 소비 트렌드 보고서. -
Won, J. (2014). An application of consumption value to the segmentation of single-person households and purchasing behavior. Unpublished master’s thesis, Sungkyunkwan University, Seoul, Korea.
원종현 (2014). <소비가치를 통해 살펴본 1인 가구 유형 및 구매행동 연구>. 성균관대학교 대학원 석사학위 논문. -
Woo, M., & Park, H. (2021). Effect of consumption values of inner-beauty products on the selection attributes and purchasing behavior. Journal of Next-generation Convergence Technology Association, 5(3), 476-486.
우미옥·박혜진 (2021). 이너뷰티 제품의 소비가치가 선택속성과 구매행동에 미치는 영향. <차세대융합기술학회논문지>, 5권 3호, 476-486. [ https://doi.org/10.33097/JNCTA.2021.05.03.476 ] -
Woodruff, R. B. (1997). Customer value: the next source for competitive advantage. Journal of the Academy of Marketing Science, 25, 139-153.
[https://doi.org/10.1007/BF02894350]
-
Yang, Y., & Lee, H. (2017). The influence of self-construal, thinking style, and temporal distance on price-quality judgment. Korean Journal of Consumer and Advertising Psychology, 18(1), 67-92.
양윤·이한슬 (2017). 자기해석, 사고유형, 시간적 거리에 따른 가격-품질 판단. <한국심리학회지: 소비자·광고>, 18권 1호, 67-92. [ https://doi.org/10.21074/kjlcap.2017.18.1.67 ] -
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
[https://doi.org/10.1177/002224298805200302]