주관적 규범과 친환경 소비행동의 관계에서 지각된 시장 영향력의 매개효과

Abstract

This study identifies three stages of eco-friendly consumer behavior: purchasing, usage, and disposal. It exploresthe influence of subjective norms regarding eco-friendly consumption on consumers’ perceived market influenceand examines how both subjective norms and market influence affect eco-friendly behaviors. Data are collectedfrom a nationally representative sample of 1,000 adults aged 18–65. Confirmatory factor analysis verifies thereliability and validity of the measures, and structural equation modeling is used to test the proposed hypotheses. The study contains three main findings. First, subjective norms have a significant positive impact on perceivedmarket influence, which suggests that consumers’ belief that their eco-friendly actions can influence otherconsumers and businesses are strengthened by social support and expectations within the consumers’immediate networks. Second, both subjective norms and perceived market influence significantly affect ecofriendly purchasing, usage, and disposal behaviors. The coefficients of determination (R²) range from 37.7% to50.3%, indicating strong explanatory power and highlighting the importance of perceived social influence tosustainable consumption. Third, while perceived market influence exerts a stronger effect during the purchasingstage, subjective norms are more influential during the usage and disposal stages. Accordingly, the mediatingeffect of perceived market influence is more pronounced in the purchasing stage than in the later stages. Overall, the study underscores the critical role of subjective norms and perceived market influence in shapingeco-friendly consumer behavior and offers practical implications for consumer education and policies aimed atpromoting sustainable consumption.