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소비자의 브랜드에 대한 인식은 어떻게 변하는가? - 그린워싱 상황에서 그린 마케팅 활동, 브랜드 진정성, 구매의도를 중심으로 -

How do consumers’ perceptions of brands change?- Investigating a fashion brand’s green marketing, authenticity, and purchase intention in the context of greenwashing -

이현화|박정아|곽희승
복식문화학회 (The Costume Culture Association)|2022.04|복식문화연구 (The Research Journal of the Costume Culture)|제30권 제2호|pp. 189-207|DOI 10.29049/rjcc.2022.30.2.189

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참고문헌

키워드

구매의도브랜드 진정성친환경purchase intentioneco-friendly그린워싱brand authenticitygreen marketinggreenwashing그린 마케팅
주제분류생활과학

초록

Fashion companies and brands’ marketing activities focus on resolving environmental problems; however, these companies’ efforts, there are some examples of so-called “greenwashing”. This paper aims to analyze different perceptions of brand authenticity, green marketing, and purchase intention toward the brand before and after exposure to case information about greenwashing. A total of 211 data were gathered and analyzed using SPSS 25.0. Respondents were asked to respond to same questionnaires related to green marketing and the brand authenticity before and after their exposure to greenwashing information. The study participants’ perceptions of green marketing from the brand were statistically significantly negatively changed after exposure compared to before exposure. Similar patterns in results were found in the context of consumers’ perception of brand authenticity (genuineness, originality, and consistency), and purchase intention. The originality of this study is in evaluating consumers’ perception of greenwashing focused on brand authenticity. The findings of the study suggest that if a fashion brand’s green marketing activity is perceived as greenwashing by consumers, the perceptions of green marketing, brand authenticity, and purchase intention can all decline. It is suggested that fashion brands need to develop a sincere and truthful green marketing campaigns to keep and enhance their brand authenticity.

Abstract

Fashion companies and brands’ marketing activities focus on resolving environmental problems; however, these companies’ efforts, there are some examples of so-called “greenwashing”. This paper aims to analyze different perceptions of brand authenticity, green marketing, and purchase intention toward the brand before and after exposure to case information about greenwashing. A total of 211 data were gathered and analyzed using SPSS 25.0. Respondents were asked to respond to same questionnaires related to green marketing and the brand authenticity before and after their exposure to greenwashing information. The study participants’ perceptions of green marketing from the brand were statistically significantly negatively changed after exposure compared to before exposure. Similar patterns in results were found in the context of consumers’ perception of brand authenticity (genuineness, originality, and consistency), and purchase intention. The originality of this study is in evaluating consumers’ perception of greenwashing focused on brand authenticity. The findings of the study suggest that if a fashion brand’s green marketing activity is perceived as greenwashing by consumers, the perceptions of green marketing, brand authenticity, and purchase intention can all decline. It is suggested that fashion brands need to develop a sincere and truthful green marketing campaigns to keep and enhance their brand authenticity.

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