A Study on Factors affecting the Greenormal Shopping Choices: On the Basis of The Green washing, Value-Price Sensitivity, and Shopping Platform Preference

This study analyzed the greenwashing awareness, value-price sensitivity, and shopping platform preference factors that affect the adoption of greenormal shopping. This study surveyed 233 adult men and women in their 20s in the Busan-Gyeongnam area who had a consistent interest in eco-friendly beauty products and had shopped for them at least once in the past 6 months. The research analysis was conducted by the SPSS 23.0 program, including factor analysis using the Varimax method, reliability verification, multiple regression analysis, K-means cluster analysis, t-test, χ2-test, and one-way ANOVA. The results of this study were as follows. First, the sub-concepts of greenormal shopping adoption identified through factor analysis had three factors: relative advantage, conformity, and visibility. Greenwashing depending on the level of awareness also had three factors: stage 1 (Authentic), stage 2 (Suspect), and stage 3 (Bogus). Value-price sensitivity was derived from two factors: emotional value price and economic value price. Second, when examining the difference in adoption of greenormal shopping according to the type of greenwashing awareness, Stage 3 (Bogus) group scored highest across all greenormal shopping adoption factors, while stage 2 (Suspect) group was relatively high in visibility, and stage 1 (Authentic) group was high in relative advantage. Third, the effect of value-price sensitivity on greenormal shopping adoption was as follows. Economic value-price sensitivity was found to have a greater effect on adoption of conformity and visibility, and emotional value-price sensitivity was found to have a greater effect on adoption of relative advantage. Fourth, depending on the shopping platform preference, it was found that the preference for live commerce had the greatest influence on the adoption of relative advantage, the preference for fashion-specialized applications had the greatest influence on the adoption of conformity, and the preference for Instagram had the greatest influence on the adoption of visibility. Fifth, the difference in the adoption of greenormal shopping according to the general characteristics of consumers showed significant differences in the average monthly personal allowance, average monthly beauty expenditure, and average monthly shopping frequency of consumers, excluding gender and age.