소비자 역할인식과 역사적 적개심이 일본제품 불매운동 참여의도에 미치는 영향: 후쿠시마 오염수 방출 사례를 중심으로

This study conducted an empirical analysis to examine how consumers' role perception and historical hostility influence their intention to participate in a boycott, focusing on the issue of Fukushima contaminated water discharge. In particular, the study systematically investigated the relationships among the variables by setting perceived severity, consumer efficacy, and consumer helplessness as mediators. The purpose of this research was to explore the multifaceted impact of environmental issues and historical contexts on consumer behavior and to identify the factors that either promote or hinder boycott participation. Data were collected online over three months following the announcement of the Fukushima contaminated water discharge decision, and a total of 228 responses were analyzed. The analysis results showed that consumers' role perception significantly strengthened their intention to participate in the boycott through the mediating effects of perceived severity and consumer efficacy. However, no significant effect was observed when the mediating pathway involved consumer helplessness. On the other hand, historical hostility played a critical role in enhancing boycott participation intentions via perceived severity and consumer efficacy. These findings suggest that Korean consumers tend to link their historical relationship with Japan to current environmental issues, highlighting the interplay between historical and environmental factors in shaping consumer behavior. Furthermore, perceived severity and consumer efficacy had positive impacts on promoting boycott participation, while consumer helplessness was found to have no significant effect. The implications of these findings are significant in both academic and practical contexts. Academically, this study is valuable as it systematically identifies and analyzes the psychological factors of consumer role perception and historical hostility that influence consumer behavior in relation to environmental issues. Practically, the research offers useful insights for businesses and policymakers, providing guidance on how to understand consumer psychology and develop effective communication strategies. It emphasizes the necessity of integrating environmental issues and historical contexts into marketing and public policy development. Additionally, the study underscores the importance of crafting strategies that encourage sustainable consumer behavior, offering critical foundational data for achieving this goal. By addressing the interconnectedness of historical and environmental concerns, this research contributes to a more comprehensive understanding of the factors driving consumer actions in response to global and local challenges.