지각된 위협과 지각된 효능감이 친환경 태도 및 행동에 미치는 영향 예기된 죄책감을 통한 EPPM의 확장 가능성

초록

Objectives The current study examined the effects of a threat message on pro-environmental behaviors to deal with disposable waste problems with the framework of Extended Parallel Process Model. It also investigated variables of anticipated guilt as a mediating variable and attribution of responsibility of disposal wastes. Methods A random online & offline experiments were conducted with 280 college students in the metropolitan areas from a convenient sample. Two(threat high/low)X2(efficacy high/low) experiment conditions were utilized for the study. Results Main effects were found that higher pro-environmental attitudes and behavior intentions were found among participants who were exposed to a high threat-high efficacy message than those who were exposed to a low threat-low efficacy message. A significant mediating effect of anticipated guilt was found between the message exposure of threat and efficacy and pro-environmental attitudes and behavioral intentions. Attribution of responsibility toward environmental NGOs was positively related to pro-environmental behavioral intentions. Conclusions The current study investigated usefulness of message factors of EPPM widely used in environmental campaigns by looking at the effects of threat/efficacy factors on pro-envioronmental behavioral attitudes and intentions. An important mediating role of anticipated guilt was also identified. in promoting pro-environmental attitudes and behavioral intentions.

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