Green consumption behavior (GCB) is desirable for a better world. The trend of GCB is expected to rise in the coming years. As such, it is imperative to understand the enablers of GCB. A significant majority of the investigated drivers of GCB are consumer-level factors. Studies focusing on the consumer-level showed that factors such as values, intentions, and personal norms could influence GCB. However, it is argued that compared to values or intentions, self-determined motivation can better predict GCB. The effect of self-determined motivation types (i.e., autonomous and controlled motivation) on GCB remains unclear due to prevailing gaps and contradictory findings. Furthermore, it is posited that people exhibit more self-determined behavior if they have strong self-awareness. Higher self-awareness can be achieved through mindfulness; therefore, differences in mindfulness level could affect the motivation-behavior relationship.

A consumer is an individual entity with various motivations. This study is intended to incorporate a hierarchical structure of motivation to understand self-determined motivation for purchasing secondhand merchandise at thrift stores. A conceptual model adopted from Cadwallader et al. (2010)’s comprehensive model of motivation used in a marketing context was developed to investigate motivational process in secondhand merchandise shopping. The conceptual model includes the three levels of motivational structure–the global, contextual (environmental concern and frugality), and situational motivation. A series of the causal relationships among the three levels of self-determined motivations and buying intention to shop at thrift stores were hypothesized. A total of 219 respondents from two different northeastern state universities in the U.S. completed a self-administered survey. The results indicated that secondhand merchandise shopping is well explained in the hierarchical structure of self-determined motivation where the global motivation had a positive impact on the contextual motivations regarding environmental concern and frugality. Of the two contextual motivations, only environmental concern had a positive impact on situational motivation for shopping at thrift stores. Finally, the situational motivation positively influenced the intention to shop at thrift stores. The results of this model suggest that the hierarchical structure of self-determined motivation would be a very useful framework to understand consumer behavior for apparel shopping. Also, further research can be done to identify other contextual motivational factors to understand consumer motivation for shopping at thrift stores.

목적: 본 연구는 익스트림 스포츠 종목의 특수성을 고려하여 익스트림 스포츠 참여자와 일반 생활체육 참여자와의 감각추구성향 및 자기결정적 동기를 비교하고, 익스트림 스포츠 참여에 대한 자기결정적 동기와 감각추구성향의 상호작용효과를 검증하는데 목적이 있다. 방법: 연구참여자는 익스트림 스포츠(암벽등반, MTB, 웨이크보드, 서핑, 패러글라이딩, 스쿠버다이빙) 참여자 179명, 일반 생활체육 종목(웨이트 트레이닝, 필라테스, 요가, 발레) 참여 자 191명을 대상으로 선정하였다. 본 연구는 SPSS 22.0, AMOS 18.0 프로그램을 활용하여 기술통계분석과 상관 관계분석을 실시하였으며, 질문지의 구성타당도를 검증하기 위해 확인적 요인분석을 실시한 후, 각 요인별 신뢰도 분석을 실시하였다. 다음으로 참여 종목에 따른 감각추구성향과 자기결정적 동기를 비교하기 위해 독립표본 t-test 를 실시하였으며, 익스트림 스포츠 참여에 대한 자기결정적 동기와 감각추구성향의 상호작용 효과를 검증하기 위해 위계적 회귀분석을 실시하였다. 결과: 첫째, 운동 참여종목에 따른 자기결정적 동기와 감각추구성향의의 차이 를 살펴본 결과, 감각추구성향의 하위요인 중 스릴과 모험추구, 경험추구, 권태민감성에서, 그리고 자기결정적 동기 요인 중 확인규제, 내적규제요인에서 익스트림 스포츠 참여자가 일반 생활체육 참여자 보다 통계적 유의수준에서 높게 나타났다. 둘째, 익스트림 스포츠 참여자들의 자기결정적 동기와 참여 빈도와의 관계에서 감각추구성향의 상호작용 효과를 살펴본 결과 스릴과 모험추구, 경험추구, 권태민감성 요인의 상호작용 효과가 있는 것으로 나타났다. 결론: 이에 본 연구에서는 익스트림 스포츠와 일반 생활체육 참여자의 심리적 특성 차이를 확인할 수 있었으며, 높은 자기결정적 동기 수준과 더불어 새로운 감각과 경험을 추구하는 성향이 익스트림 스포츠 참여의 중요한 요소라는 것을 규명하였다.

Purpose: The purpose of this study was to examine the mediating effects of athletic identity in the relationship between self-determined motivation and exercise physical activity among university students. Methods: In a cross-sectional design, 461 university students (325 males, 136 females) completed a survey assessing behavioral regulation of exercise, athletic identity, and physical activity levels. Results: Multiple regression analysis revealed that relative autonomy index and athletic identity constructs explained 26.4% of the variance in physical activity. Relative autonomy index was a significant predictor of athletic identity and physical activity. Relative autonomy index had a significant indirect effect on university students' physical actvity through importance among the athletic identity constructs. Conclusion: Relative autonomy index or self-determination index and athletic identity may be key sources of exercise and physical activity participation in university students. Especially, importance as one of athletic identity components accounts for additional variance in physical activity participation. This construct can be valuable component of exercise promotion programs for this population.