한국의류산업학회지 pissn 제 19 권제 2 호, 2017 eissn < 연구논문 > Fashion & Text. Res. J. Vol. 19, No. 2, pp (2017)

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1 한국의류산업학회지 pissn 제 19 권제 2 호, 2017 eissn < 연구논문 > Fashion & Text. Res. J. Vol. 19, No. 2, pp (2017) SPA 브랜드의지속가능활동이윤리의식과브랜드충성도및구매의도에미치는영향 - 한국과러시아의 H&M 비교중심으로 - 채희주 1) 김신아 테오나거기차이쉴리 고은주 1) 경성대학교국제무역통상학과연세대학교의류환경학과 Influence of SPA Brands Sustainable Activities on the Consumer's Ethical Consciousness, Brand Loyalty and Purchase Intention: Focused on H&M Brand (Korea vs. Russia) Heeju Chae 1), Shina Kim, Teona Gogichaishvili, and Eunju Ko 1) Dept. of International Trade & Commerce, College of Commerce and Economics, Kyungsung University; Busan, Korea Dept. of Clothing & Textiles, Yonsei University; Seoul, Korea Abstract : Today, the fashion industries, which are appearing in the world, can satisfy their economic needs, as well as provide and distribute their products in order to introduce sustainable methods and avoid becoming a bad influence on future generations. Recently, SPA brands have contributed to the sustainable development of society with different kinds of products, such as organic, recycled and environmental products. For this research, among different SPA brands, we chose H&M as the most representative one. Using Russian and Korean consumers as examples, we analyzed how sustainable activities affect a consumer's ethical consciousness, brand loyalty and purchase intention. The results of this study show that firstly, all sustainable activities have positive effects on the ethical consciousness of Russian and, in particular, Korean consumers. Secondly, ethical consciousness has a positive effect on brand loyalty, which, in turn, has a positive effect on purchase intention. Consequently, by adding to the existing sustainable and cultural activities, we can propose new perspectives for future research on sustainability. Due to the effect on a consumer's ethical consciousness, future research might consider ethical consciousness as the main factor. By focusing on H&M as a representative of SPA brands with Russian and Korean consumers as target audiences, we can advise global SPA brands on the direction of their sustainable activities and exporting of their products to foreign markets. Key words : SPA brand (SPA 브랜드 ), sustainability ( 지속가능성 ), culture ( 문화 ), ethical consciousness ( 윤리의식 ), purchase intention ( 구매의도 ) 1. 서론 1972년로마클럽의성장의한계 (The limits to growth) 란보고서에서지속가능성용어가처음언급된이후경제, 경영, 국가정책, 기후와환경등의넓은범위에서사용되고있다 (Meadows et al., 1972). 지속가능성이란다음세대에게피해를주지않으면서현재세대와다음세대의필요를만족시키는것이라고정의되고있다 (Brundtland, 1985/1987; Kim et al., Corresponding author; Eunju Ko Tel , Fax ejko@yonsei.ac.kr 2017 (by) the authors. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution license ( which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. 2015). 이에따라현재기업은오직이익만을추구하는것이아닌사회의지속가능한발전을위하여힘쓰며, 기업의활동에지속가능성을도입하여실천하고있다 (De Brito et al., 2008; De La Paz, 2014; Kim & Schellhase, 2015; Park et al., 2010) Global 100 Results (2015) 이발표한랭킹에따르면, 지속가능한기업유형에는패션업을포함하여생명공학, IT 기업, 건설업, 부동산업등과같이다양한기업들이포함되었다. 이기업들은미래세대에악영향을끼치지않으면서경제, 사회, 환경등을발전시키고지속시킴과동시에그들스스로의필요를충족시키려하고있다. 이중패션기업은 3위를차지하였는데, 이와같이다양한분야의기업뿐만아니라패션기업도활발한지속가능한활동을하고있다. 이처럼지난 10년동안패션분야에서지속가능활동은중요하게여겨지고있다 (Joy et al., 2012). 패션기업은본래빠른트렌드변화와지속가능하 207

2 208 한국의류산업학회지제 19 권제 2 호, 2017 년 지않은생산기술을통하여이익을얻었지만, 전세계적으로지속가능성과윤리에대한관심이증가하는추세에따라패션기업또한지속가능한방식을도입하여생산및유통을진행하고있다 (McNeill & Moore, 2015). 따라서패션기업은환경을고려한패션공급망 (Fashion Supply Chain; FSC) 관리, 친환경패션제품개발및서비스제공등의활동을실천하고있다 (Fineman, 2001; Wong et al., 2011). 패션기업중 SPA(Specialty Store Retailer of Private Label Apparel) 브랜드는합리적인가격, 유행성과빠른상품회전율로소비자들을만족시켜왔지만, 제작및유통과정에서발생하는노동자들의인권, 임금그리고환경오염문제등은빈번하게나타났다 (Aspers & Skov, 2006; Lee & Kim, 2015). 하지만최근 SPA 브랜드는친환경, 유기농, 재활용등을활용한소재를사용하고있을뿐만아니라제품개발과정및다양한지속가능활동을꾸준히실천하며지속가능한발전에기여하고있다 (Gitman, 2015). 더불어, 환경및사회적책임이중요해지고있기때문에패스트패션 (fast fashion) 산업또한경제, 환경, 사회등을포함하는지속가능의중요성을이해하고실천하고있다 (Li et al., 2014). 예를들어, ZARA( 자라 ), H&M( 에이치앤엠 ), UNIQLO( 유니클로 ) 등과같은글로벌 SPA 기업들은소비자의제품선택에도영향을미칠수있는지속가능마케팅을실천하고있다 (Li et al., 2014). 예컨대, H&M은유기농면을이용한티셔츠를제작, 유기농제품으로구성된 Conscious Collection 진행그리고헌옷수거프로그램등을실천하고있으며, ZARA는미생물로분해가가능한제품등을선보이고있다 (Jeon, 2015). UNIQLO는모든제품에리사이클캠페인을적용하여소비자로부터회수받은제품을필요로하는전세계에사람들에게전달하고있다. 이와같이지속가능활동을실천하고있는 SPA 브랜드가운데특히 H&M은 2009년부터지속가능보고서를매년발행하며그들의지속가능활동을소비자와타기업들에게상세하게설명하고있다 (Hower, 2015). 이처럼 SPA 브랜드가다양한지속가능활동을실천하고있음에도불구하고그들의지속가능활동에대한학문적연구는사례분석과개념적논의에대한연구가대부분이며, 이와같은활동의효과에대한실증연구는거의없는실정이다 (Gimenez et al., 2012; Jamali, 2006; Milne & Gray, 2013; Salzmann et al., 2005). Lee and Lee(2013) 에따르면기업의지속가능활동은소비자의구매의도및브랜드에대한반응에직접적인영향을미치기전중간매개체인윤리의식이존재한다고주장하였다 (Lee & Lee, 2013). 윤리의식의매개체역할을사례를바탕으로설명하면, 1996년 6월미국의 라이프 매거진에 12살의파키스탄아이가나이키축구공을수선하고있는사진과함께나이키의어린이노동착취를비난하는기사가등장하였다. 이로인해미국소비자들은어린이들의노동을이용하는나이키의제품을사지않겠다는분위기를조성하였고, 여러시민단체와노동조합은나이키제품의불매운동을시작하였다. 나이키는이사건 을통해고객감소와이미지손상및주가폭락을경험하였다. 이에따라나이키의지속가능하지않은기업활동이소비자의윤리의식을자극하였고소비자로하여금브랜드비판과구매 거부를하도록만든것이다. 그러므로지속가능활동을바탕으로브랜드충성도및구매의도를논의할때윤리의식을고려해야한다. 그러나현재까지선행연구에따르면주로소비자의윤리의식문제, 패션기업의지속가능활동사례분석에그치고있어패션기업의지속가능활동에실질적으로도움을제공할수있는연구가부족하다 (Lee & Shin, 2011). 특히윤리적인이슈에민감한현소비자에게맞추기위해서본연구는더욱필요하다 (Park & Kang, 2009). 따라서기업의지속가능활동이윤리의식을통해소비자의반응및행동에영향을미치는연구는매우필요한때이며이를통해기업은고객확보와매출향상에도움이되는지속가능활동계획이가능해질것이다. 따라서본연구의목적은다음과같다. 첫째, SPA 브랜드의지속가능활동 ( 경제적, 사회적, 환경적, 문화적 ) 4가지가소비자의윤리의식에미치는영향을알아보고, 소비자의윤리의식이브랜드충성도와구매의도에미치는영향을살펴보고자한다. 본래지속가능활동은 TBL(Triple Bottom Line) 을바탕으로경제적, 사회적, 환경적활동의 3가지활동으로분류되어왔다. 하지만 Ko(2015), Ko(2013) 등은현재는정신적풍요와삶의여유와같은문화를추구하므로, 지속가능활동을문화적활동까지도포괄해야한다고강조하였다. 따라서본연구는문화적활동을포함하여지속가능활동을 4가지로분류하였다. 경제적활동은기업의투명성, 공정무역, 사회적활동은인권보호, 사회공헌및기부활동, 환경적활동은친환경소재사용, 자원보호및기후변화대응, 문화적활동은정신적가치존중, 다문화인정및다양한인종존중을말한다 (Ko, 2013). 둘째, 현재국내패션분야의연구에서한국과아시아국가간의비교연구가많았지만, 한국과유럽국가간의비교연구는매우부족한실정이다 (Pettai & Yoh, 2006). 그중러시아는유럽과아시아경계에위치하고있으나, 유럽과매우근접하고동시에수도인모스크바는유럽경계안에속하며그들의생활양식또한유럽국가와유사함에따라다양한연구에서러시아는유럽에가깝다고제시한바있다 (Baranovsky, 2000). 또한 Fifka and Pobizhan(2014) 에따르면 BRIC(Brazil, Russia, India, China) 에대한지속가능연구가타국가에비해부족하여불균형이발생한다고보았다. 특히, 러시아에대한지속가능연구가필요한것으로나타났다 (Alon et al., 2010; Cappellin & Giuliani, 2004; Kuznetsov et al., 2009; Preuss & Barkemeyer, 2011). 이에따라본연구는아시아의한국과유럽의러시아를비교분석하여국내학계에새로운정보와결과를제공하는데의의가있으며, SPA 브랜드의지속가능활동에따른영향력을한국소비자뿐아니라러시아소비자를포함하였다는점이차별화될수있다. 더불어, 국내 SPA 브랜드가지속가능활동과동시에글로벌브랜드로거듭나고자할시도입 국가에따른전략을제시하고자한다.

3 SPA 브랜드의지속가능활동이윤리의식과브랜드충성도및구매의도에미치는영향 - 한국과러시아의 H&M 비교중심으로 이론적배경 2.1. 지속가능활동일반적으로지속가능활동을설명할때에는 TBL이라는용어를많이사용하며, TBL이란기업의경제적, 사회적, 환경적활동을바탕으로보완과균형을중요하게여기는것을말한다 (Park et al., 2010). Elkington(1997) 은 TBL을처음으로언급하며경제적, 사회적, 환경적활동이지속가능활동에서중요한요소이며이는 TBL과엄연히일치한다고하였다. Sustainly 사이트는향후기업의지속가능한커뮤니케이션을목적으로하며매년지속가능인덱스보고서를발행하고있다. 2015년 6번째보고서에따르면지속가능한활동을많이하는기업분야 2위는패션이속해있었으며, 지속가능한활동을활발히하고있는기업 10위중 3위 ( 파타고니아 ; Patagonia), 8위 ( 에이치엔엠 ; H&M) 또한패션기업이해당하였다 (Weltch, 2015). Jia et al.(2015) 은패션기업이이처럼지속가능한활동을실천하고있는것은 TBL을수행하려는것이라고제시했다. 더불어최근패션기업은 TBL에의거한경제적, 사회적, 환경적활동뿐만이아닌문화적활동을포함한 4가지영역으로지속가능활동을꾸준히진행하고있다 (Ko, 2013). 더불어기업의지속가능활동은소비자의행동및반응에영향을미칠수있다고나타났으며 (Brown & Dacin, 1997; Lee et al., 2013; Sen & Bhattacharya, 2001; Varadarajan & Menon, 1988), 브랜드에대한소비자의충성도에긍정적으로영향을미치는활동인것으로나타났다 (Lee et al., 2013). 이처럼기업의지속가능활동이소비자에게중요한영향을미칠수있으므로 (Kim & Park, 2009; Lee & Jackson, 2010), 본연구는지속가능활동의영향력에대해분석을진행하고자한다 경제적활동지속가능활동의기본적이며중요한활동중하나는경제적활동이다 (Jang et al., 2012; Park et al., 2010). 경제적활동은기술혁신을통하여사회의발전을이끌고, 기여할의도가없다고하더라도최대한의이익을얻기위하여신소재및신기술을발명하여사회의질을상승시킬제품및서비스를제공하는것이다 (Lee & Sung, 2016; Park et al., 2010). 기업은기술혁신, 그리고효율적경영관리등을통하여사회와소비자에게새로운제품과서비스를제공하고, 그로인해얻은이익을이해관계자 ( 국가및지역사회, 주주, 종업원, 소비자, 협력사등 ) 에게분배한다 (Amalric & Hauser, 2005). 더불어이해관계자들이정보를공개하라는요구를강하게내세우면서몇몇의기업에서는지속가능성보고서를제공하고있으며, 이처럼기업의투명성은중요한요소가되어가고있다. Maignan and Ferrel(2001) 에따르면브랜드는지속가능한경제적활동을실천함으로써기업의경쟁력상승, 이미지향상, 기업의수명과수익성장률에긍정적인영향을미친다고제시한바있다. 더불어 Maignan and Ferrel(2003) 은지속가능활동을구성하는각활동들의영향력 은국가, 문화의차이에따라다르게나타난다고제시하였다. 유형화되고있는경제적활동의영역중에서본연구는 Ko (2015) 에따라경제적활동을신소재개발등의경영및기술혁신, 지속가능경영보고서를발간하는등의기업의투명성, 공정무역그리고지역사회경제기여로규정한다 사회적활동지속가능활동중사회적활동은기업이얻은이익중일부를여러방법을통하여사회에기부하고환원하는것을말하며이또한중요한활동으로여겨지고있다 (Brown & Dacin, 1997; Sun & Ko, 2016). Bowen(2013) 은사회적활동이란기업이바람직한정책을하며, 올바른의사결정과행동을하는것이라고정의하였다. 더불어 Park et al.(2010) 의연구에따르면, 사회적활동을실천하는기업은이익을충족시키며, 기업이속한사회와사회에속한개인모두에게이익을배분하는경제적활동을동시에수행한다고주장했다. 최근다양한분야의기업및브랜드는이와같이사회에공헌을하며사회적책임을충족시키기위하여노력을하고있으며, 소비자들의참여까지이끌어내는프로젝트와캠페인등을실천하고있다. 기존의사회적책임 CSR(Corporate Social Responsibility) 과지속가능활동중사회적활동이혼용되어언급되는경향이있으므로, 본연구에서는 Ko(2015) 에따라사회적활동을인권보호와공정노동을통한노동자의권리를보호하고, 이익의일부를사회에공헌하고사회적으로윤리실천그리고기부활동으로규정한다 환경적활동지속가능활동중환경적활동은경제적인부분에해를끼치지않으면서환경을보존하는친환경활동이다 (Kim et al., 2015). 자연을위협하지않는등의책임감있는행동이기업및개인에게중요해짐에따라그린마케팅은새로운마케팅으로나타나고있다. 그린마케팅이란환경을보호하고동시에소비자의삶의품질을높이려는마케팅을의미한다 (Kounatze, 2009). 이처럼기업및브랜드에서는환경적활동을통해친환경소재사용, 재활용, 재사용, 업사이클그리고순환주기장기화, 자원보호, 기후변화대응책등을실천하고있다 (Han & Stoel, 2016; Park et al., 2010). 더불어기업은이와같은환경적활동을통하여매출증대, 기업이미지향상, 투자회수율증가, 자원의효율성등의이점까지얻을수있다고나타난바있다 (Kim, 2006; Park et al., 2010). 다양하게유형화되고있는환경적활동의영역중에서본연구에서는 Ko(2015) 에따라환경적활동을친환경소재사용, 자원보호, 전과정관리그리고기후변화대응으로규정한다 문화적활동 UNESCO(2001) 에따르면생물의다양성이자연에서중요한것과같이인간들이살고있는사회에서도문화적다양성이중요하며, 이는경제적성장을넘어감정적, 윤리적, 정신적인인

4 210 한국의류산업학회지제 19 권제 2 호, 2017 년 간의삶을보다만족시키고성장시키는하나의방법이라제시하였다. Ko(2015) 에따르면지속가능한문화적활동은문화자산을유지시키는모든형태의과정을뜻하고, 다양한인종, 다문화, 정신적가치를존중하고인정하는등의활동영역으로패션기업에서문화적활동은지속가능한현시대의원동력이될수있다고제시한바있다. 이와같이최근패션기업은 TBL에의거한경제적, 사회적, 환경적활동뿐만이아닌문화적활동을포함한 4가지영역으로지속가능활동을실천하고있다 (Ko, 2013). 본연구에서는 Ko(2015) 에따라문화적활동을정신적가치존중, 상생과화합, 다문화인정그리고다양한인종존중으로규정한다 윤리의식윤리란인간이바르고옳음등의이상적인가치와규범에따라서행동혹은실천하는것을나타내며, 윤리의식은개인의내면화된규범들을반영하며그들의적절한행동에대한개인적인신념을나타낸다 (Shaw & Shiu, 2002). 또한 Gorsuch and Ortberg(1983) 에따르면윤리의식은옳고그름을반영하는규칙으로정의되며, 소비자의의도를측정하는데이용된다. 이러한소비자개인의윤리의식은특히문화, 사회, 경제등을통해영향을받으며 (Ferrell & Gresham, 1985), Lee and Lee (2013) 에따르면지속가능활동이소비자의구매의도와브랜드에대한반응에직접적으로영향을미치지않는다고하였다. 그매개체는최근소비자의행동에영향을미치는윤리의식이될수있으며, 이에따라많은브랜드들이음식, 옷, 화장품등의종류와상관없이지속가능활동을진행하여소비자의윤리의식에영향을미치려하고있다 (Doonar, 2005). 더불어기업의지속가능활동에대한지식과정보를소비자가습득하게되면그들의윤리의식에긍정적인자극제가될뿐만아니라소비행동까지도변화시킬수있다고제시된바있다 (Dickson, 2001; Shim, 1995). Carroll(1979), Lee and Lee(2013), Shen et al. (2012) 에따르면소비자가패션기업의지속가능한생산과유통등의활동을많이접할수록그들은높은윤리의식을갖는것으로나타났다. Carrigan and Attalla(2001) 은소비자의구매행동과윤리의식에대한질적연구를진행하였으며, 소비자의윤리의식은기업의지속가능활동에의해영향을받는것으로나타났다. Park and Kang(2009) 는기업의지속가능활동과소비자의윤리의식은밀접하게관련되며, 윤리적으로점차변해가는소비자들을맞추기위해기업들의지속가능활동은더욱적극적으로실천되어야한다고주장했다. Strong(1996) 은기업의활동중소비자의윤리의식증가에영향을미치는활동은지속가능활동이될수있다고제시했다. 또한 Hunt and Vitell(1986) 은대부분의사람들이추론및판단을통한윤리의식에의존하여행동을하고있으므로윤리의식이개인의행동을설명하기위한중요요소라고주장하였다. 이로인해소비자의행동과반응을파악하기위해여러연구들은윤리의식을바탕으로분석을진행하고있다 (Beck & Ajzen, 1991; Gorsuch & Ortberg, 1983; Lee & Lee, 2013). 그중윤리의식과소비 자의구매행동과의관련성에대한선행연구가진행되었으며 (Carey et al., 2008; Nicholls & Lee, 2006), Carrigan and Attalla(2001) 은소비자의윤리의식이그들의구매의도에긍정적영향을미칠수있다고제시하였다. Carrier(2007), Dierksmeier and Pirson(2009), McDonald et al.(2009), Paulins and Hillery (2009), Pepper et al.(2009) 에따르면소비자가그들의윤리의식기준에부합할수있는패션제품과서비스를선택및고려하려는성향이있기때문에패션기업또한소비자의행동을예측하기위해윤리의식을중요하게고려해야한다고주장한바있다. 그러므로패션기업의지속가능활동은소비자의윤리의식에영향을미치고, 나아가윤리의식은그들의구매의도까지영향을미치기때문에지속가능활동은기업의주요한전략이될수있다. 이에따른연구가설은다음과같다. H1. 소비자의 SPA 브랜드의지속가능활동은소비자의윤리의식에정 (+) 의영향을미칠것이다. H 1-1. 소비자의 SPA 브랜드의경제적활동은소비자의윤리의식에정 (+) 의영향을미칠것이다. H1-2. 소비자의 SPA 브랜드의사회적활동은소비자의윤리의식에정 (+) 의영향을미칠것이다. H1-3. 소비자의 SPA 브랜드의환경적활동은소비자의윤리의식에정 (+) 의영향을미칠것이다. H1-4. 소비자의 SPA 브랜드의문화적활동은소비자의윤리의식에정 (+) 의영향을미칠것이다 브랜드충성도및구매의도 Aaker(2009) 에따르면브랜드충성도는브랜드자산을구성하는요인중의하나로, 특정브랜드에대한소비자의구매, 재구매의도, 만족, 선호도등을의미한다. 더불어소비자가타브랜드들의마케팅노력에도불구하고지속적으로같은브랜드의제품혹은서비스를애용하거나구매하려는의지를말한다 (Kim & Park, 2013; Oliver, 1997). 기업의지속가능성이요구되는현재사회에서의지속가능한활동은소비자의윤리의식에영향을미치며 (Lee & Lee, 2013; Shen et al., 2012), Jones(2005), Lai et al.(2010) 에따르면기업의지속가능활동을통해영향을받은윤리의식이브랜드충성도에긍정적인영향을미친다고주장하였다. Brickley et al.(2002) 는소비자의브랜드에대한충성도는브랜드의지속가능한활동에의해영향을받을수있는부분이라고하였다. 이처럼소비자는브랜드의활발한지속가능활동을통해그들의윤리의식에영향을받고이로인하여브랜드충성도가향상될수있으며, 반대로브랜드의지속가능활동이부족하다면브랜드에대한거부반응을보일수있다 (Epstein & Roy, 2003). 브랜드의지속가능활동에의해영향을받은소비자의윤리의식은그들의브랜드충성도형성과정에중요한영향을미치기때문에지속가능활동에의한윤리의식과브랜드충성도의관계에대한연구는더욱필요성이있을

5 SPA 브랜드의지속가능활동이윤리의식과브랜드충성도및구매의도에미치는영향 - 한국과러시아의 H&M 비교중심으로 것으로사료된다 (Kim et al., 2010). Engel et al.(1973), Kim and Ko(2010), Kong et al.(2016) 은구매의도란소비자의신념과태도를바탕으로영향을받는구매행동가능성이자계획된구매행동의도라고정의하였다. Assael(1984) 에따르면소비자가충성도와같은호의적인감정으로브랜드를여긴다면높은구매의도가형성되어결과적으로실질적구매까지이어질가능성이높아진다고하였으며, 소비자의구매의도가실질적인구매행동에도달하는직접적인요인이되기때문에이를통해그들의구매행동을예측하는것이가능하다고제시하였다. Sen and Bhattacharya(2001) 은지속가능활동이브랜드에대한소비자의긍정적인태도및충성도와같은반응에영향을주며, 이러한긍정적인반응은높은구매의도까지발생시킬것이라고제시된바있다 (Brown & Dacin, 1997; Creyer & Ross, 1996; Kim et al., 2010). Drumwright (1994) 는지속가능한활동을바탕으로형성된브랜드충성도는제품이나서비스평가및구매결정을포함하는구매의도에긍정적인영향을미친다고주장했으며, Jalilvand et al.(2011), Park and Ko(2011) 또한이로인해형성된브랜드충성도는브랜드에대한구매의도까지유의한영향을미친다고제시하였다. 이에따른연구가설은다음과같다. H2. 소비자의윤리의식은브랜드충성도에정 (+) 의영향을미칠것이다. H3. 소비자의윤리의식은구매의도에정 (+) 의영향을미칠것이다. H4. 브랜드충성도는구매의도에정 (+) 의영향을미칠것이다 한국과러시아국가간비교기존패션기업의연구는아시아에속한소비자들의비교연구에서그쳤지만, 본연구에서는아시아뿐만아닌유럽소비자들까지영역을넓히고자한다. Pettai and Yoh(2006) 의한국과러시아소비자비교연구에따르면정보통신기술의발달로인해세계적소비자들의생활패턴및의식이유사할수있으나국가별차이는여전히존재한다고제시하였다. Zimina and Balashov(2000) 은러시아소비자들이한국소비자들에비해의류제품이제작되는과정에대해관심도가더욱높은것으로나타나한국과러시아소비자의차이가있다고제시한바있다. 이러한한국과러시아소비자의차이는각국가의문화및역사를바탕으로형성된산업구조, 정신, 문화차이의결과라고할수있다고주장하였다. The Institute for Industrial Policy Studies(2011) 에따르면최근한류에대한해외진출및발전은꾸준히향상되고있으며, 유럽 6개국 ( 영국, 프랑스, 독일, 이탈리아, 스페인, 폴란드 ) 중러시아의한류선호도와경험도가가장높은것으로나타났다. 이처럼러시아에서한국에대한인지도는상승하고있으며, 이는한국의경제성장및다양한기업의홍보등이원인으로사료되고있다. Hong(2009) 는러시아에서삼성이나 LG 등의국내기업의이미지가향상되고기 타제품의인지도가상승되고있기때문에국내기업과문화컨텐츠등이러시아에진출할수있는기회를갖고있는상황이라고제시한바있다. Government Information Agency(2006) 에따르면국내정부는러시아를타겟으로한다양한활동을꾸준히추진해왔으며, 매년러시아의대표적인거점도시에서한국을소개하고경험할수있는축제를개최하고있다 (Hong, 2009). 이처럼국가, 기업측에서러시아를중점으로한다양한활동및진출을하고있으므로본연구를통해러시아소비자의특성에관한비교및분석결과를제공한다면, 국내소비자중심으로활동을진행한지속가능활동을하는 SPA 브랜드및국내지속가능브랜드에게실질적인정보를제안할수있을것으로사료된다. 또한 Shin(2015) 에따르면한국의 SPA 시장은 2008년 5,000억원규모였던것에비해 2018년내에 4조원을넘어설것으로전망되며, 2013년유니클로, 자라, H&M의 3개글로벌 SPA 브랜드의국내매출합계는 1조 2,453억원으로전년대비 125%, 약 12배이상성장한것으로나타났다. 러시아시장또한 Apparel market (2013) 에따르면여성패션시장은세계시장의 5% 로이는 11% 까지도달할것으로예상되고있으며, 러시아패션시장또한매출상위권에 H&M과 Zara가해당되었다 ( The share, 2013). 이와같이한국과러시아의 SPA 시장규모는증가하는추세이며두나라모두 H&M 브랜드가해당국가의 SPA 시장을차지하고있는비율또한높다는것을확인할수있다. 이에따른연구가설은다음과같다. H5. 한국과러시아소비자에따라지속가능활동, 윤리의식, 브랜드충성도및구매의도간의영향관계에유의한차이가나타날것이다. 3. 연구방법 3.1. 연구모형본연구는 SPA 브랜드의지속가능활동 4가지가소비자의윤리의식에미치는영향을알아보고자한다. 또한소비자의윤리의식이브랜드충성도, 구매의도에미치는영향과브랜드충 Fig. 1. Conceptual model.

6 212 한국의류산업학회지제 19 권제 2 호, 2017 년 성도가구매의도에영향을미치는지알아보고자한다. 따라서이러한관계를파악하기위해 Fig. 1과같은연구모형을설계하였다 측정도구본연구에서는본조사를시작하기전, 응답자들이지속가능활동에대한이해를명확하게할수있는지확인하기위해 Hower(2015) 의 H&M conscious actions sustainability report 내용을바탕으로작성하였으며, 패션마케팅전공자 20명을대상으로예비조사를실시하였다. 본연구에서사용된변수는문헌조사를통해도출되었으며연구의목적에맞도록수정하여사용되었다. 우선, SPA 브랜드의지속가능 4가지활동중경제적활동은 Arli and Lasmono(2010), Carroll(1979), Kim et al.(2005), Maignan (2001), Maignan and Ferrell(2001), Park et al.(2010) 의연구에서활용된측정항목을바탕으로본연구에맞게재구성하여 8가지문항을 7점리커트척도로측정하였다. 사회적활동은 Arli and Lasmono(2010), Holmes and Kilbane(1993), Ji(2010), Kim et al.(2005), Lafferty(1996), Park et al.(2010), Sen and Bhattacharya(2001), Van Herpen et al.(2003) 의연구에서활용된측정항목을바탕으로본연구에맞게재구성하여 7가지문항을 7점리커트척도로측정하였다. 환경적활동은 Baughn and Mclntosh(2007), Carroll(1979), Ji(2010), Kim et al.(2005), Lafferty(1996), Park et al.(2010), Van Herpen et al.(2003), Sparks et al.(1995) 의연구에서활용된측정항목을바탕으로본연구에맞게재구성하여 7가지문항을 7점리커트척도로측정하였다. 문화적활동은 Ji(2010), Kim et al.(2005), Lafferty(1996), Sen and Bhattacharya (2001) 의연구에서활용된측정항목을바탕으로본연구에맞게재구성하여 8가지문항을 7점리커트척도로측정하였다. 윤리의식은 Hong(2012), Lee and Lee(2013), Sparks et al.(1995) 의연구에서활용된측정항목을바탕으로본연구에맞게재구성하여 7가지문항을 7점리커트척도로측정하였다. 브랜드충성도는 Jalilvand et al.(2011), Park and Ko(2011), Yoo et al.(2000) 의연구에서활용된측정항목을바탕으로본연구에맞게재구성하여 7가지문항을 7점리커트척도로측정하였다. 구매의도는 Dodds et al.(1991), Yoo et al.(2000) 의연구에서활용된측정항목을바탕으로본연구에맞게재구성하여 8가지문항을 7점리커트척도로측정하였다. 본연구는한국과러시아의소비자를대상으로본설문을실시하였다. 국가혹은문화간비교연구에서개념의등가성 (equivalence) 을유지하는것이중요하며 (Nasif et al., 1991), 특히언어등가성을이루기위한설문지의역번역 (back translation) 과정에신중을요할필요가있다 (Nasif et al., 1991). 따라서본연구는한, 러 2개국을대상으로한연구임에따라역번역과정을통해설문지를총한국어, 영어그리고러시아어버전으로구성하였으며구체적인과정은다음과같다. 우선 한국어로설문지원본을완성하고이를번역언어 ( 영어, 러시아어 ) 와한국어에모두익숙한이중언어가능자 (billingual) 한명에게번역을의뢰하였다. 1차적으로번역이완료된설문지는또다른이중언어가능자에의해다시한국어로번역되었으며, 이렇게역번역된설문지와원본설문지를비교검토하였다. 이과정에서각언어에맞는표현으로용어대체및문장수정이 이루어졌으며, 최종설문지는각언어를유창하게구사하는 2 명이상에게다시한번검증받았다 연구대상및자료분석본연구를위한본조사는 2015년 10월 8일부터 11월 7일까지 Kakao talk 메신저를통해 Google 온라인설문을하였다. 각국가의수도권지역에거주하는 20~30대남녀를주요대상으로자료를수집하였다. 수집된총설문지 325부 ( 한국 : 160명, 러시아 : 165명 ) 중불성실한응답을제외한총 293부 ( 한국 : 143 명, 러시아 : 150명 ) 의설문지를최종분석에사용하였다. 최종분석에사용된 293명의인구통계적특성을살펴보면, 성별은여성이 70.6% 로 29.4% 인남성보다많은것으로나타났으며, 연령은 20대가 75.4% 로가장많은비중을차지했다. 월평균소득은 100만원이상 300만원미만이 43.0% 로가장많았다. 4. 결과및논의 본연구의분석방법은 SPSS 21.0 프로그램을이용하여측정문항의신뢰도를확인하기위해 Cronbach s α 값을산출하였으며, 인구통계적특성은빈도분석을실시하였다. 그리고 AMOS 18.0 프로그램을활용하여확인적요인분석 (confirmatory factor analysis) 을실시하였으며, 연구모형에서제시한구성개념 (construct) 간의영향력관계를규명하기위해구조방정식모형을검증하였다 측정도구의타당도및신뢰도분석본연구에서는측정변수에대한신뢰도와타당도검증을하기위해서신뢰도분석과확인적요인분석을실시하였다. 확인적요인분석결과, 측정모형의적합도지수는 χ 2 = , df=188(χ 2 /df=2.060), p=.000, NFI=0.932, IFI=0.964, CFI=0.963, RMSEA=0.060로적합한것으로나타났다 (Hair et al., 2006). 측정모형의집중타당도 (convergent validity) 를검증하기위해요인부하량 (factor loading) 과유의성, 평균분산추출 (average variance extracted), 개념신뢰도 (construct reliability) 를살펴보았다. 측정변수의요인부하량은 Table 1에제시된바와같이 0.6 이상으로통계적으로유의하였다. AVE 와 CR 값을계산한결과 AVE 값은각각 0.5 이상, CR 값은 0.7 이상을충족시켜각측정변수들은집중타당도를갖는다고볼수있다 (Hair et al., 2006). 측정문항의신뢰성을확인하기위하여 Cronbach s α 분석을실시한결과, 모두 0.8 이상으로내적일관성 (internal consistency) 을만족시켰다.

7 SPA 브랜드의지속가능활동이윤리의식과브랜드충성도및구매의도에미치는영향 - 한국과러시아의 H&M 비교중심으로 Table 1. Results of confirmatory factor analysis for measurement Construct Items Standardized loading Cronbach s α AVE CR Economic activities Social activities Environmental activities Cultural activities Ethics consciousness Brand loyalty Purchase intention This brand will continue to improve the quality of products and services..700 This brand seems to be planning to be successful in the long term..691 This brand will be more productive, and will be in strict control of production costs..616 This brand will devote a portion of sales to donations..644 This brand will donate to charity..835 This brand will provide financial support for charitable relief activities..836 This brand will use environment-friendly material..772 This brand will offer environmentally friendly products and services..744 This brand will try to develop technology for environmental protection and resource conservation..742 This brand will consider clean production, waste of resources and recycling, and the life cycle of the product..724 This brand will donate some of the gains in the cultural area..752 This brand will support the arts and cultural events organization..762 This brand will sponsor a variety of cultural programs..743 By supporting the usage of this brand we can raise ethical responsibility..765 By using this brand and avoiding unsustainable products I feel ethically conscious. By using this brand I feel like I have received training on ethical consciousness Among competing brands I will choose this brand first..760 If I need to buy a new product, I will select this brand..853 I am proud of myself when I am using this brand..666 I want to buy this brand more than any other brand If I like the quality and the price I will primarily consider the product of this brand When I m shopping, I will consider this brand first..744 χ 2 = , df=188(χ 2 /df=2.060, p=.000), NFI=0.932, IFI=0.964, CFI=0.963, RMSEA=0.060 측정모형의판별타당도 (discriminant validity) 를검증하기위해 Hair et al.(2006) 가제시한방법에따라각잠재변수의 AVE 값과각각의두잠재변수간상관계수제곱값을비교하였다. Table 2는각변수의상관계수제곱값과 AVE 값을나타내고있다. 브랜드충성도와구매의도는 AVE 값이잠재변수간상관계수제곱값보다작은것으로나타났지만, 차이가크지않고나머지모든변수의 AVE 값이잠재변수간상관계수제곱값보다큰것으로나타나판별타당도가확인되었다 가설검증본연구의가설검증을위해구조방정식모형 (structural equation modeling) 을 AMOS 18.0를이용하여분석하였다. 분석결과, 구조모형적합도지수는 χ 2 = , df=189(χ 2 / df=1.780), p=.000, GFI=0.906, NFI=0.941, IFI=0.973, CFI= 0.973, RMSEA=0.052로나타나모형이데이터를비교적잘설 명하고있는것으로판단하였다. SPA 브랜드의지속가능활동이소비자의윤리의식에미치는영향을본결과, 경제적활동과사회적활동은윤리의식에는영향을미치지않았으나, 환경적활동 (β=.502, t=5.127, p<.001) 과문화적활동 (β=.439, t=5.153, p<.001) 은윤리의식에긍정적인영향을미쳤다. 따라서가설 1-3과가설 1-4는채택되었다. 경제적활동과사회적활동이윤리의식에영향을미치지않은결과는 Akdogan et al.(2012) 의연구결과에서언급된것처럼, 대부분소비자들에게브랜드의경제적, 사회적활동이윤리의식과관련되지않고단지광고로서인식되는경향이있기때문에윤리의식에영향을미치지않는다고해석할수있다. 환경적활동과문화적활동이윤리의식에긍정적인영향을미친결과는소비자의윤리의식에환경적, 문화적활동이중요한요소임을확인한 Lee and Lee(2013) 의연구내용을지지한다. 소비자의윤리의식이브랜드충성도와구매의도에미치는영

8 214 한국의류산업학회지제 19 권제 2 호, 2017 년 Table 2. The squared correlations and AVE of variables Economic activities 0.66 a Social activities 0.46 b 0.77 Environmental activities Cultural activities Ethics consciousness Brand loyalty Purchase intention a: Average Variance Extracted (AVEs) for each constructs are displayed on the diagonal. b: Numbers below the diagonal are the squared correlation estimates between the two constructs. 향을본결과, 윤리의식 (β=.691, t=11.267, p<.001) 은브랜드충성도에긍정적인영향을미쳤지만, 구매의도에는영향을미치지않는것으로나타났다. 따라서가설 2는채택되었다. 윤리의식이구매의도에영향을미치지않은결과는 Carrigan and Attalla(2001) 의연구결과에서언급된것처럼, 각소비자의윤리의식정도에상관없이소비자는구매행동을하며, 윤리의식은소비자의구매결정과정에서고려하지않는요소라고보았기때문에구매의도에영향을미치지않는다고해석할수있다. 윤리의식이브랜드충성도에긍정적인영향을미친결과는소비자의윤리의식이브랜드를본질적으로수용하고따르는그들의행동변화과정까지이어질것이라고제시한 Hill(1981) 의연구내용을지지한다. 마지막으로, 소비자의브랜드충성도가구매의도에미치는영향을본결과, 브랜드충성도 (β=1.089, t=13.159, p<.001) 는구매의도에긍정적인영향을미치는것으로나타나, 따라서가설 4는채택되었다. 브랜드충성도가구매의도에긍정적인영향을미친결과는소비자의브랜드충성도가그들의구매의도형성에중요한요소임을확인한 Jalilvand et al.(2011), Park and Ko(2011) 의연구내용을지지한다. 본연구의연구모형에대한분석결과는 Table 3와같다. SPA 브랜드의지속가능활동이한국과러시아소비자들에게미치는영향의차이를검증하기위하여한국소비자와러시아소비자로나누어분석을진행하였다. 한국소비자의경우, 143 명 (48.8%), 러시아인 150명 (51.2%) 으로 2개국의표본수가서로유사한수준이었다. 한국소비자의경우, 성별은여자가 62.9% 로 37.1% 인남자보다많은것으로나타났으며, 연령은 20대가 69.2% 로가장많은비중을차지했다. 월평균소득은 100만원이상 300만원미만이 40.6% 로가장많았다. 러시아소비자의경우, 성별은여자가 78.0% 로 22.0% 인남자보다많은것으로나타났으며, 연령은 20대가 81.3% 로가장많은비중을차지했다. 월평균소득은 100만원이상 300만원미만이 45.3% 로가장많았다. 본연구에서가설 5는한국과러시아국가별연구모형에유의한차이가있을것으로예측하며, 이러한국가집단간차이를검증하기위해연구모형에사용된변수들의관계및차이를분석하기위해다중집단분석 (multi-group analysis) 을실시하였다. 다중집단분석은크게형태동일성및구조동일성검증을통해이루어졌다. 우선, 집단간형태동일성검증을위해각집단의모형적합도를검정하였다. 이를위해기본적으로 χ 2 검증을실시하였으나, 이의경우표본수에영향을많이받는점을고려하여모형의판명도를고려하는 CFI, IFI 및 RMSEA 지수를바탕으로형태동일성을검정하였다. 더불어구조모형에존재하는경로계수에서집단간유의미한차이가나타나는지를검증하기위해구조동일성을검증하였다. 이를위해측정모형내모든잠재경로에동일성제약을가한모형 ( 제약모형 ) 과동일성검증을거치지않은기저모형 ( 비제약모형 ) 의 χ 2 값의차 Table 3. Regression coefficients and fit statistics from structure model Hypotheses Paths Standardized loading (β) SE t-value Result H1-1 Economic activities Ethics consciousness Not supported H1-2 Social activities Ethics consciousness Not supported H1-3 Environmental activities Ethics consciousness *** Supported H1-4 Cultural activities Ethics consciousness *** Supported H2 Ethics consciousness Brand loyalty *** Supported H3 Ethics consciousness Purchase intention ** Not supported H4 Brand loyalty Purchase intention *** Supported χ 2 = , df=189(χ 2 /df=1.780, p=.000), GFI=0.906, NFI=0.941, IFI=0.973, CFI=0.973, RMSEA=0.052 * p<.05, ** p<.01, *** p<.001

9 SPA 브랜드의지속가능활동이윤리의식과브랜드충성도및구매의도에미치는영향 - 한국과러시아의 H&M 비교중심으로 Table 4. Results of multi-group analysis Model fit χ 2 (df) Δχ 2 (df) p CFI IFI RMSEA Unconstraint model (378) Constraint model (400) 28.24(22) 이를비교하는방법을사용하였다. χ 2 값의차이가임계치보다크게나타났을때자유모형이더적합함을보여주며, 이를통해집단간경로계수의유의한차이를검증할수있다 (Anderson & Gerbing, 1988). 한국과러시아간연구모형에유의한차이가있는지를살펴보기위해다중집단분석을실시한결과는다음과같다. 우선, 형태동일성을검증하기위해각국가집단의모형적합도지수를살펴본결과, 한국 (χ 2 = , df=189(χ 2 /df=1.579, p=.000), NFI=0.894, IFI=0.958, CFI=0.957, RMSEA=0.064) 그리고러시아 (χ 2 = , df=189(χ 2 /df=1.723, p=.000), NFI=0.899, IFI=0.955, CFI=0.954, RMSEA=0.070) 의적합도가모두채택가능한수준으로나타났다. 따라서, 동일한모형이두개의국가집단에공통적으로적합하다고볼수있다. 또한, 국가집단간구조동일성을검증하기위해비제약모형과제약모형의적합도를 Table 4와같이비교하였다. 그결과두모형의 χ 2 값차이가유의수준 p<.05 수준에서유의하게나타났다. 7개의경로에대한집단간차이가있는가를검증하기위해 χ 2 변화량을계산하였다 (Table 5). χ 2 변화량이 3.84 이상이면 p<.05에서유의적이다. 사회적활동이윤리의식에영향을미치는경로 ( χ 2 =4.891, p<.05), 문화적활동이윤리의식에영향을미치는경로 ( χ 2 =4.219, p<.05), 와윤리의식이브랜드충성도에영향을미치는경로 ( χ 2 =6.395, p<.05) 에서유의적인집단간차이가있는것으로나타났다. 집단차이를자세히살펴보면, 양집단에서문화적활동이윤리의식에유의적인영향을미치는것으로나타났다 ( 한국 : t=3.810, p<.001, 러시아 : t=3.494, p<.001). 러시아소비자집단의경우환경적활동이윤리의식에유의한영향을미쳤지만 (t=4.629, p<.001), 한국소비자집단의경우영향을미치지않았다. 양집단모두에서윤리의식이브랜드충성도에유의적인영향을미치는것으로나타났으며 ( 한국 : t=8.589, p<.001, 러시아 : t=7.041, p<.001), 한국소비자가러시아소비자의비해더욱강한영향을미쳤다. 마지막으로, 양집단에서브랜드충성도가구매의도에모두유의한영향을미쳤으며 ( 한국 : t=6.489, p<.001, 러시아 : t=11.055, p<.001), 한국소비자보다러시아소비자에서더욱강한영향을미치는것으로나타났다. 5. 결론본연구는 SPA 브랜드의지속가능활동이소비자의윤리의식, 브랜드충성도와구매의도에미치는영향과관계를규명하기위해연구가설을설정하고검정을거쳐결과를도출하였다. 연구결과를간단히요약하고결과를토대로시사점을도출해보면다음과같다. 첫째, SPA 브랜드의지속가능활동이소비자의윤리의식에미치는영향을살펴보면경제적활동과사회적활동은소비자의윤리의식에정 (+) 의영향을미치지않는것으로나타났다. 대부분소비자들은기존의브랜드들이경제적, 사회적활동을 Table 5. Summary of multi-group analysis Paths Korea Russia Est. SE C.R. Est. SE C.R. Δχ 2 (df=1) ϒ ϒ * ϒ *** ϒ *** *** ϒ *** *** ϒ * ϒ *** *** * p<.05, ** p<.01, *** p<.001 ϒ1 = Economic activities Ethics consciousness ϒ2 = Social activities Ethics consciousness ϒ3 = Environmental activities Ethics consciousness ϒ4 = Cultural activities Ethics consciousness ϒ5 = Ethics consciousness Brand loyalty ϒ6 = Ethics consciousness Purchase intention ϒ7 = Brand loyalty Purchase intention

10 216 한국의류산업학회지제 19 권제 2 호, 2017 년 진행하는것을당연하게인식하고있기때문에그들의윤리의식까지영향을미치지않은것으로볼수있다. 소비자들의윤리의식에는영향을미치지않았지만사회에긍정적인영향, 비즈니스발전과이미지개선등을위해브랜드는이러한활동을간과해서는안될것이다. 또한현소비자들은지속가능에대한문제제기및지식이상승함에따라, 패션기업들은지속가능활동의일부분만을진행하는것이아닌영향력이높은주된활동에초점을맞추되전체적인지속가능활동을모두실천해야할것이다. 왜냐하면, 기업의지속가능이중요해지고있는현시점에다수의패션기업들은이활동에참여하고있기때문에부분적으로만활동을진행한다면경쟁력이떨어질수있다. 반면에, 소비자의환경적활동과문화적활동은그들의윤리의식에정 (+) 의영향을미치는것으로나타났다. SPA 브랜드의지속가능활동중친환경소재사용, 자원보호 ( 재활용, 재사용, 업사이클 ), 전과정관리와기후변화대응등의환경적활동이환경보호와브랜드자체의유의한영향을미칠뿐만아니라소비자의윤리의식에도유의한영향을미치므로개개인의의식까지영향력을미치는것으로볼수있었다. 더불어, SPA 브랜드의지속가능활동중정신적가치존중, 상생과화합, 다문화인정과다양한인종존중등의문화적활동이브랜드자체의유의한영향을미칠뿐만아니라소비자의윤리의식에도유의한영향을미치므로, 개개인의의식까지영향력을미치는것으로볼수있었다. 따라서지속가능활동을진행하는 SPA 브랜드를단순히제품을판매하는브랜드로판단할뿐만아니라사회적으로영향력을끼치는존재로인식해야할것이다. SPA 브랜드들은단순히이익을창출하는브랜드가아닌사회적인영향력이있는브랜드로거듭나기위해서는지속가능활동을진행해야할것이며, 특히환경적활동과문화적활동을중점적으로진행한다면더큰효과를얻을수있을것이다. 또한 Harrison et al.(2002), Starr(2009) 에따르면국내외연구에서윤리의식에대한중요성은더욱커질것이며본연구의결과와같이지속가능활동중환경적, 문화적활동이소비자의윤리의식에영향을미쳤으므로, 기업은이러한윤리의식을소수의소비자에서만나타나는특성이라판단해서는안될것으로사료된다. 둘째, 소비자의윤리의식이브랜드충성도와구매의도에미치는영향을살펴보면소비자의윤리의식은브랜드충성도에정 (+) 의영향을미치는것으로나타났고, 구매의도에는정 (+) 의영향을미치지않는것으로나타났다. 하지만브랜드충성도가구매의도에정 (+) 의영향을미치는것으로나타났다. 이는소비자의윤리의식이구매의도에는유의한영향을미치지않았지만구매의도에부정적인영향을미친다고판단해서는안되며, 윤리의식이브랜드충성도를걸쳐간접적으로구매의도에영향을미칠수있다고볼수있다. 개인적인의식의변화가브랜드에대한충성도와구매의도, 즉 SPA 브랜드의이익창출과고객확보등의결과를얻을수있다. SPA 브랜드의입장에서소비자의개인적인윤리의식을향상시키는활동이브랜드의실 질적인이익을위한것인지의문을가질수있지만, 본연구를통해수익확보가가능한활동임을인지하고지속가능활동을진행해야할것이다. 대부분 SPA 브랜드들은매출향상을위한다양한마케팅, 홍보활동을실천하고있는데, 지속가능활동또한비즈니스성공전략으로판단할수있으며추가적으로이러한활동을진행한다면더욱효과적인매출상승의결과를낳을수있을것이다. 일반브랜드에서지속가능활동을한다면, 이는 SPA 브랜드의목적과동일하다고볼수있으며, 즉본연구는 SPA 브랜드뿐만아니라일반브랜드및지속가능브랜드에게도적용될수있을것이다. 또한지속가능활동을통한윤리의식은소비자의브랜드충성도와이를기반으로한구매의도에영향을주므로이에따라기업은소비자의윤리의식을묵과해서는안되며, 지속가능활동및윤리의식에관심이없었던여러기업들도이러한점을고려하여실천한다면더욱큰시너지효과를얻을수있을것이다. 마지막으로, 한국과러시아국가별로연구모형에유의한차이가나타나는지살펴보면한국소비자들의경우, 문화적활동만이윤리의식에정 (+) 의영향을미쳤지만러시아소비자들의경우, 환경적활동과문화적활동이윤리의식에정 (+) 의영향을미치는것으로나타났다. 미국예일대학교에서개발하여발표한 2016 Environmental Performance Index에따르면, 조사대상 180개국가운데한국은 80위, 러시아는 32위를차지했다. 환경성과지수 (EPI) 는미국예일대학교환경법정책센터와컬럼비아대학교국제지구과학정보센터가공동으로환경, 기후변화, 보건, 농업, 어업, 해양분야등의 20여개평가지표를활용하여국가별지속가능성을평가해서, 2년마다세계경제포럼을통해발표하는지표이다. 러시아는한국보다환경보호를위한활동을많이하고있으며, 이러한이유로러시아소비자들이한국소비자들보다환경적활동에대한그들의윤리의식에더욱민감하다고예측하였으며본연구를통해결과를입증할수있었다. 대부분아시아간의비교연구를진행하였지만, 아시아와유럽의국가를비교함으로써새로운결과와시사점을제공할수있었다. 더불어, SPA 브랜드들이한국과러시아와같이아시아와유럽에진출을할시, 지속가능활동중중점적인활동을다르게지정하여진행한다면지속적인고객확보, 이익창출과사회적인브랜드로거듭나는기회를더욱효과적으로얻을수있을것이다. 본연구는 SPA 브랜드의지속가능활동이소비자의윤리의식, 브랜드충성도와구매의도에미치는영향에대한결과로서그의미가있다고할수있지만, 한계점을가지고있다. 첫째, 본연구는지속가능활동의각영역을 H&M 지속가능활동보고서를바탕으로범위를지정하였다. 향후연구에서는여러브랜드의활동을참고하여영역의범위를넓혀연구를진행해야할것이다. 둘째, 연구대상자는수도권에거주하는남녀를대상으로실시하였지만, 향후연구에서는대상자들의거주지역을확대하여진행할필요성이있을것이다. 셋째, 본연구는한국과러시아를대상으로분석을진행하여차별점을가졌지만

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