원예박람회 체험이 소비자의 지속가능성 인지와 행동의도에 미치는 영향 : 소비자 트랜스포메이션 매개효과와 윤리적 소비성향 조절효과 검증

초록

Purpose – This study examined the effects of experiences at horticultural exhibition on awareness of sustainability, consumer transformation, and behavioral intentions, differences based on consumers' ethical consumption tendencies. Design, data, and methodology - To validate, a survey was conducted among horticultural exhibition visitors, and SPSS and AMOS were used for analysis. Result – Among the experiences(4Es), entertainment and escapist influenced sustainability awareness, while aesthetic had a negative impact, and educational showed no effect. Whereas, educational experiences influenced transformation. Within the awareness of sustainability(3Ss), social and environmental impacted behavioral intentions, whereas economic had no effect. Furthermore, transformation played a mediating role, with the relationship being stronger among consumers with higher ethical consumption tendencies. Conclusion – This study suggested the possibility that experience marketing based on sustainbility can induce positive behavioral intentions and transformation of consumers.

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