소비가치와 친환경구매동기가 친환경구매행동에 미치는 영향 : MZ세대와 X세대를 중심으로

초록

This study investigated the consumption values, environmental purchase motives, and pro-environmental purchase behavior across MZ and X generations. An online survey with a sample of 376 adults aged 20-58 years was conducted, utilizing correlation, t-tests, and multiple regression analyses. For the MZ generation the social value, exploratory value, functional value, and emotional value were 2.88, 3.22, 4.00, and 3.93, respectively, with pro-environmental purchase behavior at 3.47, while for the X generation, these values were 2.71, 3.03, 4.22, and 3.93, respectively, with pro-environmental purchase behavior at 3.87. The analysis results of the influence of consumption values and environmental purchase motives on pro-environmental purchase behavior revealed varying impacts between generations. Specifically, social, exploratory, and functional values, and selfish motives influenced the MZ generation, while exploratory values, selfish motives, and altruistic motives impacted the X generation. The study concludes by offering valuable insights to foster pro-environmental purchase behavior across generations, paving the way for targeted marketing and policy interventions.

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