개인적 규범은 행동의도를 강화하는가?: 지속가능 식품 구매행동에 대한 확장된 계획행동이론 적용

초록

This study tested a causal structure based on an extended Theory of Planned Behavior (TPB) model, which incorporates personal norms—the individual's intrinsic moral consciousness—as a mediator of the relationship between behavioral intention formation and planned behavior. It investigated how pro-environmental attitudes, subjective norm, and perceived behavioral control serve as antecedents influencing personal norms which represent an individual’s internal moral consciousness. Moreover, the study tested the causal structure in which these personal norms, through behavioral intention, impact sustainable food purchasing behavior. The analysis utilized a sample of 977 adult consumers aged 18 to 69 across the nation, and Structural Equation Modeling(SEM) was applied. The main findings are as follows: First, pro-environmental attitudes, subjective norm, and perceived behavioral control were found to have a significant positive (+) effect on personal norms. Second, personal norms significantly positively (+) influenced behavioral intentions, which in turn significantly positively (+) impacted sustainable food purchasing behavior. Third, pro-environmental attitudes, subjective norm, and perceived behavioral control positively (+) affected sustainable food purchasing through personal norms and behavioral intentions as mediators. Based on these results, the study validates the effectiveness of activating personal norms as a marketing strategy to promote sustainable food purchasing behavior. It also highlights the practical possibility of activating personal norms through everyday factors such as positive attitudes, subjective norm, and perceived behavioral control, underscoring the significance of the research.

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