친환경 제품 효익 제시 방법에 따른 친환경 제품 선택 비율 차이: 비금전적 제시 vs 쾌락적 편집 가설에 따른 금전적 제시

• 영문명: How Framing of the Benefits of Eco-friendly Products Alters Consumers’ Choices: Non-Monetary Framing vs. Monetary Framing Following Hedonic Editing Hypothesis
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 김준용(Junyong Kim) 정성현(Seonghyeon Jeong)
• 간행물 정보: 『아태비즈니스연구』제11권 제4호, 65~81쪽, 전체 17쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2020.12.30

영문 초록

Purpose - This research aims to investigate how consumers’ eco-friendly product choice ratio changes as the benefits of eco-friendly products are framed as (1) non-monetary benefits, (2) monetary gain integrated with the loss or (3) monetary gain segregated from the loss. Design/methodology/approach - A mixed-design, scenario-based choice experiment was conducted. A series of chi-square tests and residual analyses were conducted to analyze the data. Findings - When the monetary gain was larger or slightly smaller than the loss, the participants’ eco-friendly product choice ratio was higher when the monetary gain was integrated with the loss than those in the other two conditions. When the monetary gain was significantly smaller than the loss, the participants’ eco-friendly product choice ratio was lower when the monetary gain was integrated with the loss than those in the other conditions. The ratio did not differ between the latter two conditions. Research implications or Originality - This research shows that marketers should frame the benefits of eco-friendly products and their costs in different manners depending on the relative magnitudes of them. This research also complements the existing literature by comparing the effectiveness of non-monetary framing of eco-friendly product benefits with that of monetary framing following hedonic editing hypothesis.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 가설

Ⅳ. 연구 방법

Ⅴ. 연구 결과

Ⅵ. 결 론

References

키워드

Eco-friendly Product Choice Hedonic Editing Hypothesis Monetary Framing Non-monetary Framing Perceived Cost-Benefit Trade-off