한⋅미 소비자의 “친환경 제품”에 대한 인식과 소비 행동에 관한 탐색적 연구: 수단-목적 사슬 및 토픽 모델링의 적용

초록

This study investigates various factors influencing the path from eco-friendly awareness to behavior among Korean and American consumers in different cultural contexts. To achieve this, Focused Group Interviews (FGI) were conducted based on the Means-End Chain theory, and the results were validated using topic modeling in order to overcome the limitations of quantitative research. The study found that Korean consumers are significantly influenced by the perception of others' views, place importance on personal responsibility for environmental issues, and represent eco-friendly products at a lower level of construals. In contrast, American consumers are less influenced by social factors such as others' views, emphasize corporate responsibility for environmental issues, and process eco-friendly information at a higher level of construals. These results provide implications for pro-environmental theory, cultural dimension theory, and eco-friendly campaigns across different cultures.

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