In terms of sustainability alone, consumers are faced with a staggering assortment of 463 different labels across 25 industry sectors, a number that is only expected to grow over time (Ecolabel Index 2016). Amid growing environmental concerns, research suggests that many consumers are unlikely to consider the consequences of their choices at the point of purchase, or if they attempt to do so, they generally do not have the information necessary to make more sustainable choices. Given the rise of ineffective green communication protocols and consumers’ concerns with environmental impacts associated with their purchases, this paper attempts to understand how the provision of sustainability labeling can influence comprehension and consumer decision-making. Utilizing the ambiguity theoretical framework (Einhorn and Hogarth 1985), we suggest that perceptions of sustainability will be influenced using an anchor comprising a plausible range based on consumers’ existing beliefs and internal points of reference (Broniarczyk and Alba 1994). That is, consumers revert to a pre-existing reference point, and the new information does not allow for much movement in perceptions. In an ambiguous situation in which consumers have limited knowledge of product sustainability, the perceived brand-based sustainability level is expected to allow consumers to establish an initial value of sustainability (Hogarth and Kunreuther 1992). Our findings suggest that providing environmental information can be a useful tool in assisting consumers in making sustainable decisions. Providing quantitative aggregated environmental impact information of products influences consumers’ perceived ambiguity, leading to evaluation of the brand. The perceived ambiguity derived from sustainability level provides an underlying mechanism in information processing. Given rising concerns about consumers ability to process sustainability information in an efficient manner, our findings suggest that one way to encourage consumers to better process the sustainability information is to mitigate perceived ambiguity. Enforcing disclosure initiatives that assess the environmental impact of products can provide benefit to firms—especially for product categories in which limited loyalty or differentiation exists. Sustainability disclosures appear to offer a mechanism that can help consumers make informed decisions. Furthermore, extrapolating the influence of disclosures on consumer evaluation and choice across the variety of product categories for which consumers routinely make purchases suggests the potential for dramatic increases in global sustainability.

본 연구의 목적은 의료종사자의 역할갈등과 역할모호성, 직무만족이 고객지향성에 영향이 있는지를 알아보기 위하여 부산광역시 D병원에 재직 중인 의료종사자 대상으로 설문을 받은 후 불성실한 설문지 4부를 제외하고 최종적으로 250부의 설문지를 통계처리하여 다음과 같은 결과를 얻었다. 연구가설의 검증을 위하여 고객지향성에 대한 전반적인 평균값을 종속변수로 하고, 역할갈등, 역할모호성, 직무만족의 요인값을 독립변수로 해서 다중회귀분석을 실시한 결과 회귀식의 설명력은 18%로 나타났으며, 회귀식은 통계적으로 0.001수준에서 유의한 것으로 나타났다. 의료종사자의 고객지향성을 보다 면밀하게 분석하기 위하여 직무만족의 요인값을 독립변수로 해서 추가적으로 다중회귀분석을 실시하였다. 다중회귀분석 결과는 전체 회귀식의 설명력이 8%이며, 회귀식은 통계적으로 0.001수준에서 유의미하며(F: 6.908, BETA: 0.281, t: 3.880), 둘째 차원인 공감성과의 다중회귀분석 결과는 전체 회귀식의 설명력이 12%이며, 회귀식은 통계적으로 0.001수준에서 유의미하며(F: 10.741, BETA: 0.272, t: 3.835), 셋째 차원인 유형성과의 다중회귀분석 결과는 전체 회귀식의 설명력이 12%이며, 회귀식은 통계적으로 0.001수준에서 유의한 것으로 나타났으며(F: 11.100, BETA: 0.228, t: 3.226,), 넷째 차원인 신뢰성과의 다중회귀분석 결과는 전체 회귀식의 설명력은 20%이며, 회귀식은 통계적으로 0.001수준에서 유의한 것으로 나타나(F: 20.554, BETA: 0.401, t: 5.949) 전반적으로 의료종사자의 역할모호성이 고객지향적 응대성, 공감성, 유형성, 신뢰성에 영향을 미치고 있는 것으로 나타났다.