소비자의 라이프스타일(VALS)이 친환경 소비태도-의도-행동에 미치는 영향에 관한 연구

Eco-friendly consumption is a concept that covers the whole consumption process from purchase, use to disposal, and as social interest in environment increases, a consumer, as a main player in real life consumption, is highly needed to practice eco-friendly consumption behavior to deserve a social citizenship. To examine what characteristic might turn up towards a real eco-friendly consumer behavior by each consumer who is categorized according to VALS, a lifestyle measure, this study has structurally analyzed the planned behavior theory by Ajzen. Main results from this study are followed as below. First, in the results from categorizing and verifying the lifestyles of targeted consumers by VALS measure, consumers have been categorized into 5 types; conservatively stable type, into-action type, knowledge dependent type, stimulus type, and new trend pursuing type, All types except for the in-action type have shown an attitude willing to practice eco-friendly consumption behavior. Second, as to how much the attitude willing to practice the green consumption behavior influences on one's intention, statistically, green attitude, economic condition, technology-related attitudes, and person’s willing to practice have turned out to influence on green consumption intention. Lastly, eco-friendly consumption intention has appeared to have, statistically, significant influence on purchasing behavior and environment-conscious participation. Those results from this study that has looked into the correlation between a certain consumer type and its influence on one's eco- friendly intention will be used as useful data to prepare an effective policy and system that are focused on both consumer behavior and its practice, as our society shifts to a truly sustainable consumer society in the coming years.