캠핑참여자의 소비가치와 친환경행동 간의 관계분석

초록

The purpose of this study to conduct theoretical analysis and empirical examination on the relationship between consumption value and pro-environmental behavior of campers. Focusing on the growth of camping market and deterioration of environmental pollution, this study is looking for ways to minimize the effect of campers on the environment. Giving explanations and estimations on individual behavior, consumption value theory is widely applied in various fields of study. In particular, it is utilized as a theoretical frame to analyze eco-friendly consumption and therefore considered as a suitable background theory to explain the pro-environmental behaviorof campers. Participants of survey were campers who went on camping in the past year (April 2021∼April 2022), aged between 20∼50. Total 490 samples were used for analysis. Result shows that functional value, social value, epistemic value, and conditional value are the factors that effect pro-environmental behavior of campers. It is notable that functional value (economic benefit) have direct influence on pro- environmental behavior while emotional value (guilt) has no significant influence, in contrary to previous studies. It was also found that the group of campers with higher frequency of camping are more eco-friendly than those with lower camping frequency. Theoretical and managerial implications are suggested, based on the understanding of pro-environmental behavior of campers.

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