메시지 이슈, 메시지 틀, 그리고 건강 및 환경의식이 친환경 제품의 메시지 태도와 구매 의도에 미치는 영향

Abstract

본 연구에서는 친환경 제품 선택에 있어 광고 메시지 이슈와 광고 메시지 틀 그리고 건강의식과 환경의식이 메시지 태도와 구매 의도에 미치는 영향을 연구하고자 했다. 광고에서 메시지 이슈와 메시지 틀이 갖는 영향력은 크다. 친환경 제품 선택이나 친사회적 행동의 일환으로 재활용 등과 같은 행동에 있어서 메시지 틀의 효과는 미미하지만 적게나마 연구가 존재하며, 또한 지금까지 친환경 제품 선택에 있어서 고려되지 않았던 메시지 이슈의 효과와 건강의식과 환경의식을 결합한 효과를 본 연구에서 밝히고자 했다. 실험은 2(메시지 이슈: 건강/환경) X 2(메시지 틀: 긍정/부정) X 4(의식수준: 건강의식 고 · 환경의식 고/ 건강의식 고 · 환경의식 저/ 건강의식 저 · 환경의식 고/ 건강의식 저 · 환경의식 저)의 삼원 완전무선 요인설계로 이루어졌다. 종속변수는 인쇄물 광고를 본 후 광고 메시지에 대한 태도와 구매 의도이다. 메시지 태도와 구매 의도는 고관여 제품인 화장품과 저관여 제품인 주방세제를 대상으로 측정했다. 연구 결과 친환경 화장품 메시지 태도는 메시지 이슈와 메시지 틀 그리고 의식수준의 주효과가 유의했으며, 메시지 이슈와 메시지 틀, 메시지 이슈와 의식 수준 그리고 메시지 틀과 의식수준의 이원 상호작용이 유의하게 나왔다. 친환경 화장품의 구매 의도는 메시지 틀과 의식 수준의 주효과가 유의했으며, 메시지 이슈와 메시지 틀, 메시지 이슈와 의식수준, 메시지 틀과 의식수준의 이원 상호작용이 유의했다. 친환경 주방세제의 메시지 태도에서는 메시지 이슈, 메시지 틀, 의식 수준의 주효과가 유의했고, 메시지 이슈와 의식 수준, 메시지 틀과 의식 수준의 이원 상호작용이 유의했다. 마지막으로 주방세제의 구매 의도는 메시지 틀과 의식 수준의 주효과가 유의했으며, 메시지 이슈와 의식수준 메시지 틀과 의식수준의 이원 상호작용이 유의했다. 건강의식이 높은 응답자의 경우 환경메시지보다 건강메시지 조건에서 메시지 태도와 구매 의도가 유의하게 높았으며, 환경의식이 높은 응답자는 건강메시지보다 환경메시지 조건에서 메시지 태도와 구매 의도가 유의하게 높았다. 그리고 건강의식과 환경의식이 모두 낮은 저저 응답자를 제외하고는 고고, 고저, 저고 응답자의 경우 긍정틀에서 더 호의적인 메시지 태도를 보였으며, 더 높은 구매 의도를 나타냈다. 건강의식과 환경의식이 모두 높은 응답자는 모두 낮은 응답자보다 더 높은 메시지 태도와 구매 의도를 보였다. 위의 결과를 바탕으로 한 본 연구의 시사점은 다음과 같다. 기존의 많은 연구들이 친사회적 행동에 있어서 메시지 틀과 개인차를 결합해 수행되었지만 소비자의 건강의식과 환경의식 그리고 광고 메시지 이슈에 따른 연구는 부족했었다. 하지만 본 연구를 통해 소비자들의 친환경 제품 선택 과정을 분석하고, 친환경 마케팅 관점에서 친환경 제품 종류와 개인차에 따라 메시지를 어떻게 달리 해야 하는지 설명할 수 있게 되었다.;Due to rapid environmental degradation, disasters and climate change, consumption trends of the 21st century is narrowed down to “Environmentally Friendly”. Environmentally-friendly activities act as important variables that will determine the success in the marketplace(Pattie & Ringler, 1994). Due to well-being craze, organic markets continues rapidly growing since 2000, and the consumers, who used to purchase organic foods for healthy life, tend to actively purchase the organic foods in other categories; indicating that the consumers’ concept of environment is positively changing from ‘well-being’ to ‘the protection of environment’. Since the environmentally friendly products are entering the vitalizing stage of consumption, the function of ads, as important information for the selection of products, acquires a great importance. Thus, this study, based on cosmetics and dishwashing detergent, aims to analyze the advertising message issue and message framing, and the correlation between consumer’s health consciousness and environment consciousness, for promoting the increasing purchase behavior for environmentally friendly products. This experiment is 3-way completely randomized design: 2 (message issue: health/ environment) X 2 (message framing: positive/negative) X 4 (consciousness level: high health consciousness, high environment consciousness/high health consciousness, low environment consciousness/low health consciousness, high environment consciousness/low health consciousness, low environment consciousness. The dependent variables were the attitude for the advertising message and the purchase intention, after the printed ads were seen. As a result of test, except the respondents with low health consciousness/low environment consciousness, the respondents with high health consciousness/high environment consciousness, the respondents with high health consciousness/low environment consciousness, and the respondents with low health consciousness/high environment consciousness, showed more favorable message attitude and high purchase intention, in positive framing. In addition, the main effect of consciousness level was significant. The message attitude and the purchase intention were high in the order of the respondents with high health consciousness/high environment consciousness, the respondents with low health consciousness/high environment consciousness, the respondents with high health consciousness/low environment consciousness, and the respondents with low health consciousness/low environment consciousness. Through this, it was concluded that the consumers with high environment consciousness had greater effect on the selection of environmentally friendly products, compared to the consumers with high health consciousness, and environmentally friendly products were more favorable. The main effect of message issue was significant only in message attitude, and the environment message was more favorable than health message. It was estimated that this was due to the difference between the message attitude for ads and actual purchase intention. With respect 2-way interaction, message issue and consciousness level, and message framing and consciousness level were significant and 2-way interaction between message issue and message framing was significant only in environmentally friendly cosmetics. The respondents with high health consciousness/high environment consciousness showed high message attitude and purchase intention in health message in case of environmentally friendly cosmetics, and in environment message, in case of environmentally friendly washing detergents. However, they were not significant, and the better responses were drawn in positive framing. Even though, the result was not significant, but it indicated that the message should be differentiated, according to the characteristics of the products, with respect to the consumers with high health consciousness and high environment consciousness. The respondents with high health consciousness/low environment consciousness showed better message attitude in health message ads, than in environment message, and their purchase intention was also high. The respondents with low health consciousness/high environment consciousness, also showed high message attitude and purchase intention in environment ads, than in health message. The respondents with low health consciousness/high environment consciousness and the respondents with high health consciousness/low environment consciousness also showed favorable message attitude and high purchase intention in positive framing. In other words, when advertising environmentally friendly products for the consumers with high health consciousness, appealing to the positive effect on health is needed, and when advertising environmentally friendly products for the consumers with high environment, appealing to the effect on environment is needed. The respondents with low health consciousness/low environment consciousness were more favorable to environment message in message attitude and purchase intention, but it was significant only in message attitude. Among the respondents with high health consciousness/low environment consciousness, and the respondents with low health consciousness/high environment consciousness, the response from the respondents with low health consciousness/high environment consciousness was more favorable than the respondents with high health consciousness/low environment consciousness; indicating that environment consciousness had greater effect on ads message attitude, than health consciousness. In the same context, the environment message will have greater effect on the respondents with low health consciousness/low environment consciousness. 2-way interaction between message issue and message framing showed significant result only in environmentally friendly cosmetics. For both message attitude and purchase intention, health message was more effective in positive framing, and environment message was more effective in negative framing. The average between purchase intention of environmentally friendly cosmetics and purchase intention had lower value than that between purchase intention of environmentally friendly washing detergents and purchase intention. It is estimated that in case of cosmetics, besides ads message, information survey before the purchase, the internet review of the preferred brands, and likability and charm of advertising models had great effect on the selection of cosmetics. Implications of this study are as follows: This study can be applied to environmentally friendly marketing. The buzzword in recent business world is ‘sustainable management, and ‘making business environment in which the consumers and the society can live together’. As consumers’ environment consciousness become stronger, the power of execution for the environmentally friendly products and the environmentally friendly lifestyle appears dramatically compared to the past. So it is necessary to strengthen the responsiveness, accordingly. Thus, this study will enable the marketers to establish the strategy according to the characteristics of green consumers and the characteristics of products, and create the new environmentally friendly marketing, in the environmentally friendly market. Environmentally friendly ads have to suggest the value above the environmentally friendly value to the customers; provide correct information about environmentally friendly products to the customers and correct their consciousness; and concentrate on the message to earn the trust from the customers.