본 연구는 환경오염의 심각성 인식과 가치지향성이 공익광고의 메시지가 전달하는 심리적 거리감에 따라서 친환경 행동의도에 어떠한 영향을 미치는가를 알아보았다. 가치지향성은 개인적 가치와 사회적 가치로 구분하였고 메시지의 심리적 거리감은 해석수준이론에 근거하여 상위수준과 하위수준으로 구분하였다. 연구결과 가치지향성과 메시지의 심리적 거리감은 친환경 행동의도에 상호작용효과가 있음을 확인하였다. 친환경에 대한 개인적 가치는 메시지의 하위수준에서 그리고 사회적 가치는 메시지의 상위수준에서 친환경 행동의도가 높은 것으로 나타났다. 또한 환경오염의 심각성 인식과 메시지의 심리적 거리감이 친환경 행동의도에 미치는 효과를 살펴본 결과, 심각성 인식이 높은 집단이 하위수준의 메시지 광고에서, 심각성 인식이 낮은 집단이 상위수준의 메시지 광고에서 친환경 행동의도에 더 효과적임을 보여 주었다. 이러한 연구결과는 친환경 행동을 촉진시키기 위해서 친환경에 대한 개인의 가치유형과 심각성 인식의 수준에 따라서 광고메시지의 내용을 어떻게 전달해야 하는 것이 효과적인지에 대한 시사점을 제공한다.
The purpose of this study is to examine that perceived psychological distance of advertisement message has a moderating effect in exploring the influence of perceived risk, and environmental value orientation on environmental behavior. This study suppose that environmental value orientation is composed of personal interest and collective interest. The perceived psychological distance of advertisement message is divided by high level vs. low level related information based on construal level theory. The result shows that personal interest in environment increases the intention of pro-environmental behavior in case of low level related information and collective interest in environment increases the intention of pro-environmental behavior in case of high level related information on the other hand. In the relation between perceived risk for environment and intention of pro-environmental behavior, high level of perceived risk increases the intention of pro-environmental behavior in case of low level related information and low level of perceived risk increases the intention of pro-environmental behavior in case of high level related information. This study give an implication that the type of environmental value orientation and the level of perceived risk for environment could increase pro-environmental behavior depending on how advertisement message is interpreted by recipient.
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