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The Korean Society for Journalism & Communication Studies (KSJCS)
[ Article ]
Korean Journal of Journalism & Communication Studies - Vol. 68, No. 2, pp.212-254
ISSN: 2586-7369 (Online)
Print publication date 30 Apr 2024
Received 13 Oct 2023 Revised 18 Mar 2024 Accepted 29 Mar 2024
DOI: https://doi.org/10.20879/kjjcs.2024.68.2.006

정말 한국의 Z세대 소비자는 일반 제품보다 친환경 제품에 대한 구매 의도가 더 높을까? : 가격에 따른 소비가치 인식을 중심으로

김수연** ; 설진선*** ; 이용주****
**서강대학교 지식융합미디어대학 교수 sooyk@sogang.ac.kr
***서강대학교 신문방송학과 박사수료 515@sogang.ac.kr
****서강대학교 신문방송학과 석사 dydwn7238@sogang.ac.kr
Do Korean Generation Z Consumers Exhibit Greater Purchase Intentions for Eco-Friendly Products Compared to Non-Eco-Friendly Products? : Investigating the Impact of Price on Consumption Value Perception
Soo-Yeon Kim** ; Jin-Sun Sul*** ; Yong-Ju Lee****
**Professor, College of Media, Arts and Science, Sogang University sooyk@sogang.ac.kr
***Ph.D. Candidate, Department of Mass Communications, Sogang University, corresponding author sjs0515@sogang.ac.kr
****Master’s graduate, Department of Mass Communications, Sogang University dydwn7238@sogang.ac.kr

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 Intention

키워드:

국내 Z세대 소비자, 친환경 제품, 가격, 소비가치, 구매의도

Acknowledgments

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.).

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