로하스 소비의식이 로하스 상품소비에 미치는 영향: 쾌락․득실․규범목표를 매개로

The research related to the existing environment-friendly or to the consumption on Lifestyle of Health and Sustainability[here in after, LOHAS] is arguing that should there exist environment-friendly consciousness of consumption on the whole, consumers' attitude toward LOHAS products will be friendly, and accordingly, consumers will purchase LOHAS products even if their prices are somewhat high. However, in order to explain the lots of cases where even those who are possessed of LOHAS consumption value don't do consistent LOHAS consumption, it is possible to explain the inconsistent relationship between LOHAS consciousness or attitude and LOHAS consumption only after making it clear why consumers purchased LOHAS products, and vice versa. The greatest theoretical contribution of this research consists in the fact that it managed to explain the phenomenon where consumers are outwardly sympathetic to environment-friendly consumption, but they don't show consistent environment-friendly consumption in actual behavior by introducing goal theory. In short, this research can be said to fill up the theoretical gap concerning a consumer's inconsistent LOHAS consumption in that it empirically proved the fact that it's difficult to expect the LOHAS consumption behavior from consumers when they weigh the gains and losses in relation to the efficient use of individual resources. In addition, this research, as its working-level implications, insists that it be necessary to set up a strategy for consumers to have a goal for pleasure or normative goal in order to facilitate LOHAS consumption behavior; for instance, there arise a lot of cases that run counter to the standard of judgment for goals for the gains & losses, such as inconvenience in purchasing or paying a higher price than it should be; thus, a focus should be put on how to help consumers feel better such as how much pleasure LOHAS product can give the very consumer, and can immediately promote the very consumer's self-esteem instead of highlighting the negative sides in such gains and losses. Research suggests that it be necessary to make public the fact that LOHAS consumption behavior is socially suitable and proper behavior and there need to be consumer education that the consumption contributing to clean environment is an exemplary behavior and obligation as a mature citizen in order to encourage consumers to adopt their normative goals.