대학생 소비자의 소비가치인식에 따른 윤리적 소비행동 -에코백과 텀블러 사용을 중심으로

A Study on Ethical Consumption Behavior According to College Students’ Perception of Consumption Value – focused on Using Eco-bags or Tumblers

As the awareness of ethical consumption spreads across the society, consumers take more and more interest in ethical consumption. Researches on the ethical consumption of college students have reported that although its awareness is spreading among college students, it does not lead to actual ethical consumption in many cases. This study thus set out to examine various consumption values behind ethical consumption and investigate differences in the performance of consumer roles in ethical consumption according to these consumption value perceptions. For these purposes, the investigator conducted a survey with college students on and offline for ten days on August 10~19, 2016 and used total 204 questionnaires in analysis. The major findings were as follows: First, 71.1% and 51.5% of the entire respondents had an experience of purchasing an ecobag and tumbler, respectively, mainly for design, price, and practicality. Secondly, the college student consumers did not have a high knowledge level of ethical consumption and believed that they practiced ethical consumption themselves. The measurements of their specific practice acts, however, revealed that their ethical consumption was not concrete and planned. Finally, the study analyzed the effects of their knowledge level of ethical consumption on their attitudes and acts and found that their knowledge level of ethical consumption was in partially inverse proportion to their attitudes and acts regarding it.