지속가능소비 실천은 소비자를 행복하게 하는가?: 2019년과 2021년 비교

This study was to examine whether sustainable consumption practice makes consumers happy. Specifically, this study examined empirically the effect of sustainable consumption practice on consumer happiness, and the difference of the effects between 2019 and 2021. The empirical data for this study was used from the '2019 Consumption Life Indicator in Korea' and the '2021 Consumption Life Indicator in Korea' by Korea Consumer Agency. The results of this study are as following: The level of sustainable consumption practice, and the levels of eco-friendly product purchase, energy conservation, resource recycling, leading green practice and ethical consumption practice were in middle in both 2019 and 2021. The level of sustainable consumption practice, and the levels of eco-friendly product purchase, energy conservation, leading green practice and ethical consumption practice decreased in 2021 compared to 2019, while the level of resource recycling increased in 2021 compared to 2019. The level of consumer happiness increased in 2021 compared to 2019. The correlations between sustainable consumption practice and consumer happiness were positively related in 2019 and 2021, and the degree of correlation was higher in 2021 than in 2019. Sustainable consumption practice had positive effects on consumer happiness in 2019 and 2021, but the degree of the effects was different between 2019 and 2021, showing that the degree of the effect in 2021 was relatively higher than that in 2019. Except for the negative effect of resource recycling in 2021, eco-friendly product purchase, energy conservation, leading green practice and ethical consumption practice had positive effects on consumer happiness in 2019 and 2021, and the degrees of the effects were different between 2019 and 2021. Suggestions are as following: First, it is necessary to take measures in policy and consumer practice perspectives for enhancing sustainable consumption practice by consumers. Second, it should be emphasized that sustainable consumption practice is closely related to consumer happiness and contribute to it.