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본 연구는 도덕적 규범이 친환경 행동 및 친환경 유기농 쌀의 구매의도에 미치는 영향에 대해서 살펴보았다. 우선 전제조건으로 환경에 대한 도덕적 규범이 활성화 될 경우에 이것이 친환경에 대한 태도에 영향을 주고 결과적으로 친환경 행동과 친환경 유기농산물 쌀의 구매의도에 영향을 줄 것으로 예상하였다. 친환경에 대한 태도는 암묵적 태도와 외현적 태도로 구분하여 살펴보았고 각각의 태도가 친환경 행동과 친환경 유기농산물 쌀의 구매의도를 의미 있게 설명하는지를 중다회귀분석을 통해 알아보았다. 실험결과, 환경에 대한 도덕적 규범의 활성화 여부는 암묵적 태도에는 영향을 주지 못하고 외현적 태도에는 영향을 미쳤다. 암묵적 태도는 도덕적 규범이 비활성화된 집단에서 친환경 행동에 대해 통계적으로 유의미한 영향이 있는 것으로 나타났고 외현적 태도는 활성화 여부에 관계없이 모든 조건에서 친환경 행동에 긍정적인 관련성을 보였다. 친환경 유기농 쌀에 대한 구매의도에서는 암묵적 태도의 설명력이 통계적으로 의미가 없었고 단지 외현적 태도만이 구매의도를 의미있게 설명하였다. 본 연구는 도덕적 규범이 암묵적 태도와 외현적 태도에 미치는 영향과 2가지 태도가 친환경 행동과 친환경 유기농 쌀의 구매의도와 어떠한 관련성이 있는가를 알아보았다는 점에서 의미가 있다.
The purpose of this study is to investigate the effect of the implicit and explicit attitude on eco-friendly behavior and eco-product(rice) by priming of environmental norm. Many studies have identified the link between environmental norm and eco-friendly behavior. But this research focused on both of implicit and explicit attitude which can play a role between environmental norm and eco-friendly. The result showed that the priming of environmental norm was related with explicit attitude than implicit attitude. And we could see the difference of effect on eco-friendly behavior and purchase intention of eco-product by implicit and explicit attitude. It was statistically significant that explicit attitude explained eco-friendly behavior and purchase intention of eco-product. but implicit attitude was related only with eco-friendly behavior in condition of non-priming of environmental norm. This study implies that the investigation of implicit and explicit attitude is important to understand consumer behavior when social desirability affect the decision-making of respondent.
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