MZ세대 기후변화의 개인적 규범과 책임 귀속이 친환경 여가행 동 의도에 미치는 영향

초록

This study aims to examine the relationship between pro-environmental leisure behavior intentions and key factors of the Norm Activation Model(NAM) among the MZ generation. Specifically, it investigates how ascription of responsibility(AR) and personal norms(PN) influence engagement in pro-environmental leisure behavior intentions. The study population consists of South Korean individuals in their 20(Generation M) and 30(Generation Z) who actively participate in leisure behavior intentions, with a total sample of 265 respondents. The study employed research instruments measuring three key factors: pro-environmental leisure behavior, ascription of responsibility, and personal norms. Data analysis was conducted using SPSS 26.0, including frequency analysis, exploratory factor analysis, reliability analysis, Pearson correlation analysis, and multiple regression analysis. The results indicate that personal norms were the strongest predictor of pro-environmental leisure behavior. Furthermore, gender and educational background played a significant role, with personal norms having a notable impact on pro-environmental leisure behavior across different groups. However, ascription of responsibility was found to significantly influence pro-environmental leisure behavior intentions primarily among female participants. These findings highlight the crucial role of personal norms in promoting sustainable leisure activities intentions and suggest that gender-based differences should be considered when designing environmental education programs for the MZ generation.

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