소비자 책임 인식이 구매단계의 지속가능 소비 행동에 미치는 영향: 소비자 공적 참여 경험의 조절효과

Consumers are a key player in economic activities for sustainable production and consumption. Therefore, this study investigated the effect of consumer's perception of economic, social, and environmental responsibility as well as consumer trust in corporate social responsibility on sustainable consumption behavior at the purchasing stage. Further, analysis was done on the moderating effect of consumer education and public experience. As a result of the study, it was found that consumers' perception of economic, social, and environmental responsibility and trust in corporate social responsibility had a positive effect on sustainable consumption behavior in the purchasing stage. It was found that the higher the responsibility for social and environmental effects through consumption led to the greater the influence on sustainable consumption behavior in the purchasing stage. In addition, it was confirmed that consumer education and the experience of activities in the public engagement had a positive effect on sustainable consumption behavior in the purchasing stage and had a moderating effect on strengthening purchasing behavior through consumer social and environmental responsibility recognition and interaction. From these results, it can be seen that to promote sustainable consumption behavior, it is necessary to create an external consumption environment that can increase consumer trust through corporate social responsibility activities. In addition, practical measures should be prepared to convert changes in consciousness into practical actions by strengthening consumer capabilities and increasing consumer responsibility through consumer education or engagement in public activities.