지속가능소비 행동의 영향요인 연구: 제약요인의 조절된 매개효과를 중심으로

This study explores sustainable consumption behaviors by distinguishing between the stages of purchasing and disposal. It examines the impact of consumers’ trust in corporate responsibility, digital consumption conditions, perceptions of local consumption conditions, and consumer education experiences on these behaviors. Furthermore, the study analyzes the mediating effect of consumer responsibility attitudes and the moderated mediation effect of constraints on sustainable consumption behavior. The results indicate that trust in corporate responsibility, satisfaction with digital consumption conditions, and consumer education experiences positively influence purchasing and disposal behaviors through the mediating effect of consumer responsibility attitudes. Additionally, constraints on sustainable consumption behaviors were found to have a moderated mediation effect, negatively impacting purchasing behaviors while positively affecting disposal behaviors. These findings highlight the importance of fostering a trustworthy external consumption environment to enhance consumer responsibility awareness in the context of sustainable production and consumption. To promote sustainable consumption behaviors, there is a need for concrete policy approaches to shape attitudes toward social, economic, and environmental responsibility through conditions established by corporations, digital market environments, and local communities. Collaboration among government, businesses, and consumers is essential to bridge the gap between awareness and behavior.