가치신념규범 이론(VBN)을 활용한 한중일 친환경 소비자의행동 비교 연구

The purpose of this study is to analyze the differences of consumers in each country by using Value-Belief-Norm(VBN) theory in order to identify the factors affecting pro-environmental consumer’s behaviors in Korea, China and Japan. As a result, the altruistic values did not affect the new ecological paradigm in Korea, China, and Japan while the egoistic value had a significant impact on the new ecological paradigm only in the China model, meanwhile, the ecological values of Korea, China, and Japan all had a significant impact on the new ecological paradigm. The effects, both of the beliefs(new ecological paradigm, awareness of consequences, ascription of responsibility) on personal norm and the personal norm on pro-environmental behaviors were found to have a significant effect on trailing variables in Korea, China and Japan. As a result of analyzing the differences among those countries, Korea and Japan are generally classified as the same group and separated from China. The implications of this study are as follows. First, it is confirmed that the value of environment is increased as the consumers' view of the value of environment extends into the view of ecosystem as a whole. Second, the influence of beliefs on norms is the same in Korea, China and Japan. Finally, the formation of the norms on pro-environment behaviors is more effective in shaping personal norms than in using social norms. Using the results of this study, it would be suggested to devise the differential marketing strategies that can induce the pro-environmental behaviors for pro-environmental consumers.