육류소비에 있어서 소비자의 윤리적 행동의 영향력에 대한 탐색적 연구

An Exploratory Study of the Impact of the Ethical Behavior of Consumers on Meat Consumption

Although consumer behavior related with climate change recognized as one of the important issues, not many studies have attempted to examine the issue. This study was to explain meat consumption by considering consumer ethical decision-making related with climate change such as perception of climate-friendly food consumption behavior and the relationship between moral intensity and climate-friendly food choices. The results of this study were as follows: first, moral intensity affected moral evaluation and intention of climate-friendly food choices. Second, moral evaluation and intention of climate-friendly food choices affected to choice of climate-friendly food. However, there was no significant difference in meat consumption by climate-friendly food choices. Based on the results, this research might suggest that their food consumption patterns and behaviors would be affected by the perception of climate change, if consumers were aware of climate change. Therefore, enhancing consumer s moral intuitions might motivate greater support for actions and policies about climate change to alleviate the degree of climate change.