대전광역시 소비자 책임행동 수준에 따른 유형별 소비생활 연구: 2023 한국의 소비생활지표를 중심으로

This study aimed to derive implications for establishing regional consumer policies by analyzing the consumption behavior of consumers in Daejeon Metropolitan City. Data from 340 residents of Daejeon were extracted and utilized from the “2023 Consumer Life Indicators in Korea” provided by the Korea Consumer Agency. To classify consumers based on their levels of responsible behavior, K-means cluster analysis was conducted, resulting in two groups: low responsible behavior type (51%) and high responsible behavior type (49%). The high responsible behavior group was characterized by a high proportion of highly educated individuals with a college degree or higher, as well as professionals and office workers. They actively utilized diverse distribution channels, particularly online platforms such as mobile shopping and SNS shopping. This group demonstrated high trust in corporate social responsibility and the digital consumption environment, maintained proactive consumption habits, and exhibited high overall satisfaction with their consumption life. On the other hand, the low responsible behavior group included a higher proportion of individuals with less than college education and those working in primary industries or technical and production jobs. They showed relatively low diversity and frequency in utilizing distribution channels, limited participation in consumer education and related activities, and very low willingness to participate in such activities in the future. This group also displayed lower trust in businesses and markets and had a limited understanding of specific methods for solving consumer issues or the activities of local governments. Their satisfaction with their consumption life was also relatively low. Daejeon Metropolitan City has traditionally promoted consumer responsibility and sustainable consumption campaigns, confirming the proactivity of the highly responsible consumer group. Since consumer responsibility cannot be immediately improved, the study proposed long-term and strategic measures to enhance consumer policies in Daejeon. These measures include strengthening regional consumer education networks, developing various consumer education programs and innovative teaching methods, promoting active information dissemination by local offline large-scale retailers and local governments, and enhancing awareness of consumer issue resolution channels. This study provides foundational data for developing specialized policies that emphasize the characteristics of consumer life in Daejeon Metropolitan City.