제품 관여도에 따른 친환경 제품의 메시지 측면성 전략 효과에 대한 연구: 제품 범주별 지각된 부정성을 중심으로

초록

As the market for eco-friendly products continues to grow, there is increasing interest in the messaging strategies of eco-friendly brands. However, relying solely on one-sided messages to emphasize eco-friendly values may lead to consumer resistance and burden. This study proposes the need for two-sided messages and aims to suggest the most suitable situational context. Eco-friendly products show a more pronounced shift in the factors influencing purchasing decisions based on involvement, and the product category effect is stronger compared to general product categories. Reflecting these characteristics of eco-friendly products, this study proposes a message-sidedness strategy optimized for eco-friendly products. Furthermore, the study explores the underlying mechanism of this effect, hypothesizing that it lies in the negativity perceived by consumers. By identifying this mechanism, the study seeks to provide communication strategies specific to eco-friendly products that go beyond message-sidedness strategies. According to the study results, for high-involvement eco-friendly products, one-sided messages result in higher purchase intentions than two-sided messages, while for low-involvement eco- friendly products, two-sided messages result in higher purchase intentions than one-sided messages. This interaction effect on purchase intentions is mediated by consumer-perceived negativity. However, this effect was found to be limited to eco-friendly products. Based on these findings, this study offers a theoretical understanding of the formation of consumer attitudes and behavioral intentions toward eco-friendly products. Furthermore, it provides useful insights for companies in developing effective communication strategies for eco-friendly products.

키워드