음식 배달앱의 친환경 활동이 환경 친화 태도와 고객시민행동에 미치는 영향: 자기감시성의 조절효과

Abstract

This study aims to analyze the effect of eco-friendly activities of the food delivery apps on pro-environmental attitudes and customer citizenship behaviors through structural equations. In addition, we would like to understand the moderating effect of self-monitoring through multi-group analysis. As a result of a survey of 255 consumers who have used domestic delivery apps, the following results are found. Firstly, the eco-friendly activities of the food delivery app had a positive (+) effect on the consumer’s pro-environmental attitude and customer citizenship behavior. Secondly, it confirmed that the consumer’s pro-environmental attitudes have statistically significant direct and indirect effects on customer citizenship behavior. Thirdly, self-monitoring showed a statistically moderating effect among the variables in the research model. The research results propose a sustainable management plan for the food delivery app companies and maximize eco-friendly activities that can improve environmental pollution by providing academic and practical meanings and suggesting limitations and directions of follow-up research.