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Communication Determinants of Environmental Behavior in the Context of Microplastics : An Examination of Cultural Cognition Types, Risk Perception, Psychological Distance, and Negative Emotions
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A survey of 1,000 Korean adults found that hierarchical cultural cognition influenced pro-environmental behavior toward microplastics through risk perception, psychological distance, and negative emotions, while individualist cognition operated only through negative emotions. These findings show that culturally tailored communication strategies — not one-size-fits-all messaging — are needed to translate public awareness of microplastic risks into actual behavior change.
본 연구는 미세플라스틱 문제 해결을 위한 공중의 환경 행동 유도 방안을 모색하고 자, 공중의 문화 인지 유형이 미세플라스틱에 대한 위험 인식, 심리적 거리감, 부정적 감정과 같은 인지적·감정적 요인들과 어떻게 상호작용하는지를 탐구하였다. 본 연구의 목적은 문화 인지 유형이 공중의 환경 행동에 미치는 직·간접적 영향을 규명하고, 이를 통해 공중의 행동 변화를 유도할 수 있는 효과적인 커뮤니케이션 전략을 제시하는 데 있다. 이를 위해 19세 이상 한국 성인 남녀 1,000명을 대상으로 설문조사를 실시하 고, 구조방정식 모형 및 위계적 회귀분석을 활용하여 자료를 분석하였다. 분석 결과, 문 화 인지 유형 중 위계주의 성향은 위험 인식, 심리적 거리감, 부정적 감정을 통해 환경 행동에 유의미한 영향을 미쳤다. 그러나 개인주의 성향과 환경 행동 사이에서는 인지 적·감정적 요인 중 부정적 감정만이 유의미한 간접효과를 보였다. 이는 공중의 문화적 가치관을 고려하여 차별화된 커뮤니케이션 전략 수립이 필요하며, 환경문제와 관련한 공중의 실질적 행동 변화를 유도하기 위해서는 공중의 인식과 감정적 반응 등 다양한 요인을 고려한 맞춤형 소통 방안의 제시가 필요함을 시사한다. 이러한 논의에 기반하여 본 연구 결과는 환경정책의 수용성을 높이고, 지속 가능한 환경 행동을 촉진할 수 있는 전략적 시사점을 제공한다.
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