환경의식이 소비자웰빙을 통해 친환경 소비행동에 미치는 영향 연구: 디지털 리터러시의 조절 효과

This study examines the impact of environmental consciousness on green consumption behavior through consumer well-being and verifies the moderating effect of digital literacy. By distinguishing consumer well- being into hedonic well-being and eudaimonic well-being and analyzing their differential mediating effects, this research presents a new theoretical mechanism to explain the attitude-behavior gap between environmental consciousness and green consumption behavior. Data collected from an online survey of 400 adults aged 20 and above nationwide were analyzed using PLS-SEM. The results revealed that environmental consciousness has a significant positive effect on both hedonic well-being and eudaimonic well-being, which in turn positively influence green consumption behavior. Notably, the mediating effect of hedonic well-being was stronger than that of eudaimonic well-being, confirming that green consumption is more effective when experienced as an enjoyable activity. Digital literacy significantly moderated the relationship between hedonic well-being and green consumption behavior; however, no moderating effect was found in the relationship between environmental consciousness and hedonic well-being. This study suggests that an integrated approach from a consumer well- being perspective is necessary to promote green consumption and that digital literacy serves as an important facilitator for actual behavioral change.