Impact of Value of Recycling on Green Consumer Orientation: Moderating Roles of Global Warming Concern and Political Orientation

• 발행기관: 강원대학교 경영경제연구소
• 저자명: Min Gyung Kim Joonho Moon
• 간행물 정보: 『아태비즈니스연구』제16권 제3호, 67~81쪽, 전체 15쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2025.09.30

국문 초록

Purpose - This study explores how the perceived value of recycling influences green consumer orientation. Furthermore, it investigates whether this relationship is moderated by individuals’ concerns about global warming and their political orientation. Design/methodology/approach - Data were collected through a survey administered by a professional research agency, yielding a final sample of 1,200 participants. Exploratory factor analysis based on varimax rotation was used to ensure the validity of the items. The hypotheses were tested using Hayes’ PROCESS Macro. Simple slope method was additionally performed to examine the moderating effects. Findings - The findings reveal that the perceived value of recycling exerts a significant positive influence on green consumer orientation. Moreover, both concern about global warming and political orientation significantly moderate this relationship. Specifically, the effect of recycling value on green consumer orientation was amplified among individuals with greater concern about global warming, whereas it was attenuated among those with more progressive political orientations. Research implications or Originality - This study contributes to the existing literature by empirically demonstrating how the perceived value of recycling, environmental concern, and political ideology interact to shape green consumer behavior. These findings offer theoretical and practical insights into the dynamics of sustainable consumption and the nuanced roles of individual-level psychological and ideological factors.

목차

Ⅰ. Introduction

Ⅱ. Review of literature and hypotheses development

Ⅲ. Method

Ⅳ. Empirical results

Ⅴ. Conclusion

References

키워드

Value of recycling Green Consumer Global warming concern Political orientation Moderating effect