플라워카페의 바이오필리아, 소비자 태도와의 영향 관계에서 친환경 인식의 조절효과 탐색

Abstract

Flower cafes have evolved into multifaceted cultural venues, offering emotional experiences to patrons as a distinctive “third space” for personal reflection, social interaction, business engagements, and cultural gatherings facilitated by tea and beverages. Concurrently, there has been a growing surge of interest in biophilia. Despite the burgeoning number of flower cafes, the nexus between these establishments and biophilia remains a largely uncharted domain. This study endeavors to elucidate the interplay between consumer attitudes and eco-friendly consciousness in the context of biophilia awareness within flower cafes. Our objective is to provide insights and data germane to the effective management of flower cafes in light of these relationships. Empirical analysis results showed the existence of significant relationships between the variables under investigation, with all initial hypotheses receiving empirical support. Notably, within the spectrum of biophilia sub-variables, intangible elements exhibited a notably more pronounced influence in comparison to tangible factors. These findings underscore the imperative for the formulation of a tailored differentiation strategy that takes cognizance of these nuances in the flower cafe industry.