발간년도 : [2023]
| 논문정보 |
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| 논문명(한글) |
[Vol.18, No.3] Analysis of the Effects of Cosmetic Company’s Green Marketing on Brand Image, Brand Loyalty, and Consumer’ Purchase Intention |
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| 논문투고자 |
Hae Wen Lim |
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| 논문내용 |
As the importance of environmental issues has risen in recent years, awareness has increased that consumers must protect the environment, care for the earth, and strive for a sustainable future. Accordingly, companies are emphasizing the importance of environmental protection and sustainable management through eco-friendly management. Consumers tend to evaluate the company's awareness of environmental protection and brand image through eco-friendly management, and purchase more sustainable products. Green marketing is an effective marketing method for companies to recognize and deal with environmental problems. Companies are making efforts to induce consumers' awareness and interest in environmental protection through green marketing, and to induce consumption behavior accordingly. The purpose of this study is to verify the influence of green marketing on corporate brand image, brand loyalty, and consumer purchase intention. To this end, a survey was conducted for a month in April 2023 targeting 300 consumers nationwide, and the influence was analyzed. For the collected data, path analysis was performed using SPSS/WIN 26.0 and AMOS 23.0 statistical programs, and the results of the empirical analysis are as follows. Green marketing was found to have a positive
(+) effect on brand image, brand loyalty, and purchase intention. Specifically, it was confirmed that the higher the green marketing, the higher the brand image, brand loyalty, and purchase intention, and the size of the influence was confirmed to be in order of brand image, brand loyalty, and purchase intention. It is hoped that this study will serve as a basis for companies to establish green marketing strategies more effectively. |
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