생태주의 가치 및 이기주의 가치가 VCO 참여의도에 미치는 구조적 영향: 확장된 가치-정체성-개인적 규범모델의 적용

초록

The travel and tourism industry's carbon footprint has long been understood to be a leading cause of climate change. In tourism, participation in voluntary carbon offsetting (VCO) is encouraged for carbon neutrality. Environmental behaviors that can minimize climate change (VCO) must begin with values. Biospheric and egoistic values are essential values that can influence these environmental behaviors (carbon neutral), but this is often left unacknowledged within the field. The value-identity-personal norm (VIP) model is a recently proposed eco-friendly behavior model. However lack of research using VIP to evaluate VCO. Therefore, this study aims to examine the structural impact of biospheric and egoistic values based on VCO intention. Through an online survey, 314 valid samples were conducted and analyzed empirically. The study found that biospheric values significant positive (+) affected the ascription of responsibility and environmental self-identity. Egoistic value significantly positive (+) affected the description of responsibility but had no significant effect on environmental self-identity. Ascription of responsibility and environmental self-identity was found to have a significantly positive (+) affected personal norms, and personal norms were found to have a significantly positive (+) affected on VCO participant intention. These results are constructed to understand the environmental problems that are becoming problems around the world from the perspective of biospheric and egoistic values. In addition, the rationale for the extensibility of the VIP model is found.

키워드