관광소비자 시민성은 윤리적 소비행동에 어떻게 작동하는가: 개인·공동체 시민성과 악성불평 인식을 중심으로

초록

Purpose - This study examines whether tourist consumer citizenship consistently promotes ethical consumption, focusing on how personal-domain citizenship may legitimize abusive complaint perceptions and foster unethical consumer behavior. Design/methodology/approach - A structured survey was administered to service-experienced consumers. Using confirmatory factor analysis and structural equation modeling, the relationships among personal and communal consumer citizenship, abusive complaint perceptions, and unethical consumption were tested. Findings - The results show that personal-domain consumer citizenship positively influences perceptions that justify abusive complaint behavior, which in turn increases unethical consumption. In contrast, communaldomain citizenship negatively affects both abusive complaint perceptions and unethical consumer behavior. Abusive complaint perception plays a critical mediating role between citizenship and unethical behavior. Research implications or Originality - This study reveals the paradoxical function of consumer citizenship by demonstrating that personal-domain citizenship can normalize unethical behavior, extending tourism and consumer ethics research beyond normative assumptions.

키워드