초록 열기/닫기 버튼
본 연구는 친환경 호텔 이용객을 대상으로 친환경 자아이미지 일치성이 친환경 행동의도에 미치는 영향관계를 검증하고자 하였다. 친환경 자아이미지 일치성을 실제적 자아이미지 일치성과 이상적 자아이미지 일치성을 구분하였고, 독립변수와 종속변수 간 관계에서 지각된 가치와 환경에 대한 태도의 순차적 매개효과를 검증하고자 하였다. 분석결과는 다음과 같다. 실제적 자아이미지 일치성은 친환경 행동의도에 유의미한 정(+)의 영향을 미쳤지만, 이상적 자아이미지 일치성은 유의미한 영향을 미치지 못하였으므로, H1-1은 채택, H1-2는 기각되었다. 이상적 자아이미지 일치성은 지각된 가치에 유의미한 정(+)의 영향을 미쳤지만, 실제적 자아이미지 일치성은 유의미한 영향을 미치지 못하였으므로, H2-2은 채택, H2-1는 기각되었다. 이상적 자아일이미지 치성은 환경에 대한 태도에 유의미한 정(+)의 영향을 미쳤지만, 실제적 자아이미지 일치성은 유의미한 영향을 미치지 못하였으므로, H3-2은 채택, H3-1는 기각되었다. 지각된 가치가 환경에 대한 태도에 유의미한 정(+)의 영향을 미쳤지만, 친환경 행동의도에는 유의미한 영향을 미치지 못하였으므로, H4은 채택, H5는 기각되었다. 환경에 대한 태도가 친환경 행동의도 유의미한 영향을 미치는 것으로 나타나, H6은 채택되었다. 본 연구에서는 친환경 자아이미지 일치성과 이용객의 친환경 행동의도와의 관계를 규명하였고, 친환경 호텔기업의 경영전략수립에 기초 근거자료를 제시하였다.
This study attempted to verify the influence of green self-image congruence on pro-environmental behavioral intentions for eco-friendly hotel customers. green self-image congruence was classified into actual self-congruence and ideal self-congruence, and the sequential mediating effect of perceived value and attitude toward the environment in the relationship between independent and dependent variables was verified. The analysis results are as follows. Actual self-congruence had a significant positive (+) effect on pro-environmental behavioral intentions, but ideal self-congruence did not have a significant effect, so H1-1 was supported and H1-2 was rejected. Ideal self-congruence had a significant positive (+) effect on perceived value, but actual self-congruence did not have a significant effect, so H2-2 was supported and H2-1 was rejected. Ideal self-congruence had a significant positive (+) effect on attitudes toward the environment, but actual self-congruence did not have a significant effect, so H3-2 was supported and H3-1 was rejected. Since the perceived value had a significant positive (+) effect on the attitude toward the environment, but did not significantly affect pro-environmental behavioral intentions, H4 was supported and H5 was rejected. It was found that attitudes toward the environment had a significant effect on pro-environmental behavioral intentions, and H6 was supported. In this study, the relationship between green self-image congruence and pro-environmental behavioral intentions of customer was investigated, and basic data were presented for the establishment of management strategies of hotel companies by confirming perceived values and attitudes toward the environment.
키워드열기/닫기 버튼
Green Self-Image Congruence, Perceived Value, Attitude toward environment, Pro-environmental behavioral intentions
