본문 바로가기
KERD
논문KCI 등재

그린워싱이 그린 브랜드 충성도에 미치는 영향 : 그린 회의주의, 그린 속성 투명성, 그린 브랜드 이미지, 그린 브랜드 신뢰를 중심으로

The Effect of Greenwashing on Green Brand Loyalty: Focusing on Green Skepticism, Green Attribute Transparency, Green Brand Image, and Green Brand Trust

공태식|레티김녹
서비스마케팅학회 (Service Marketing Association)|2021.12|서비스마케팅저널 (Services Marketing Journal)|제14권 제2호|pp. 61-76

0

조회

0

다운로드

10

인용

0

참고문헌

키워드

그린워싱Green Washing그린 회의주의그린 속성 투명성그린 브랜드 이미지그린 브랜드 신뢰그린 브랜드 충성도Green SkepticismGreen Attribute TransparencyGreen Brand ImageGreen Brand TrustGreen Brand Loyalty

초록

본 연구의 목적은 그린워싱이 그린 회의주의에 긍정적인 영향을 미치고 그린 회의주의는 그린 브랜드 이미지와 그린 브랜드 신뢰에 부정적인 영향을 미친다는 연구 가설과 그와 동시에 그린워싱은 그린 속성 투명성에 부정적인 영향을 미치며 그린 속성 투명성은 그린 브랜드 이미지와 그린 브랜드 신뢰에 긍정적인 영향을 미친다는 연구가설을 검증하는 것이다. 또한 본 연구는 그린 브랜드 이미지가 그린 브랜드 신뢰와 그린 브랜드 충성도를 증가시킨다는 연구가설과 그린 브랜드 신뢰가 그린 브랜드 충성도를 증가시킨다는 연구가설을 검증하였다. 환경을 보호하기 위해 그린 화장품 구매 경험이 있는 실제 사용자 223명을 대상으로 설문조사를 실시하여 가설을 검증하였다. 분석 결과 그린 속성 투명성이 그린 브랜드 이미지와 그린 브랜드 신뢰에 미치는 영향에 관한 가설을 제외한 나머지 가설이 모두 지지되었다. 본 연구를 통해서 그린워싱은 그린 회의주의를 증가시키고 이것이 그린 브랜드 이미지와 그린 브랜드 신뢰에 부정적인 영향을 미쳐서 그린 브랜드 충성도에 부정적인 영향을 미친다는 것을 확인하였다. 마케팅 관리자는 그린워싱과 그린 회의주의를 줄임으로서 그린 브랜드 이미지와 그린 브랜드 신뢰 개선을 통해 그린 브랜드 충성도를 증가시킬 수 있을 것이다.

Abstract

The purpose of this study is to test the hypothesized relationship between greenwashing and green skepticism and green attribute transparency. This study also investigates the relationship between green skeptism and green brand image and green brand trust, which in turn lead to green brand loyalty. This study also explores the relationship between green attribute transparency and green brand image and green brand trust, which in turn lead to green brand loyalty. To test the proposed hypotheses, this study collected data from 223 actual users of green cosmetics products. The findings show that most of hypotheses were accepted except for the relationship between green attribute transparency and green brand image and green brand trust. The findings confirm that greenwashing increases green skepticism, which in turn decreases green brand image, green brand trust, and finally green brand loyalty. Marketing manager, therefore, could reduce greenwashing and then green skepticism and thus increase green brand image, green brand trust, and green brand loyalty.

참고문헌 (71)

  1. 김성호, "서비스 브랜드 자산이 신뢰 및 몰입에 미치는 영향: 의료 서비스를 중심으로", 서비스마케팅저널, 5(1), pp.56~73 (2012)
  2. 송유진, "그린워싱 정보 인식에 따른 소비자의 구매행동의도", 소비자학연구, 22(1), pp.315~339 (2011), 한국소비자학회
  3. 심현숙, "기업의 CSR 활동유형에 대한 소비자의 지각이 기업의 브랜드 자산에 미치는 영향", 서비스마케팅저널, 9(2), pp.15~33 (2016)
  4. 차경욱, "제품에 표시된 녹색주장과 그린워싱 분석", 소비문화연구, 16(3), pp.311~335 (2013), 한국소비문화학회
  5. Aji, H. M., "The extended consequences of greenwashing : Perceived consumer skepticism", International Journal of Business and Information, 10(4), pp.433~468 (2015)
  6. Akturan, U., "How does greenwashing affect green branding equity and purchase intention? An empirical research", Marketing Intelligence &Planning, 36(7), pp.809~824 (2018)
  7. Alhaddad, A., "A structural model of the relationships between brand image, brand trust and brand loyalty", International Journal of Management Research and Reviews, 5(3), pp.137~144 (2015)
  8. Anuar, M. M., "Does skepticism influence consumers’ intention to purchase cause-related products", International Journal of Business and Social Science, 4(5), pp.94~98 (2013)
  9. Arslan, F. M., "The effect of brand extensions on product brand image", Journal of Product & Brand Management, 19(3), pp.170~180 (2010)
  10. Ballester, D. E., "Does brand trust matter to brand equity", Journal of Product and Brand Management, 14(3), pp.187~196 (2005)
  11. Banytė, J., "Corporate social responsibility as marketing means in Lithuanian business practice", Economics and Management, 13, pp.227~238 (2008)
  12. Bhaduri, G., "Going green? How skepticism and information transparency influence consumers’ brand evaluations for familiar and unfamiliar brands", Journal of Fashion Marketing and Management, 25(1), pp.80~98 (2020)
  13. Bhaduri, G., "The role of brand schemas, information transparency, and source of message on apparel brands’ social responsibility communication", Journal of Marketing Communications, 23(3), pp.293~310 (2017)
  14. Braga, S. S., "Effect of environmental concern and skepticism in the consumption green products in Brazilian retail", Espacios, 37, pp.1~ (2016)
  15. Chan, R. Y. K., "The effectiveness of environmental claims among Chinese consumers: Influences of claim type, country disposition and eco centric orientation", Journal of Marketing Management, 20(3-4), pp.273~319 (2004)
  16. Chen, C. F., "Exploring customer-based airline brand equity : Evidence from Taiwan", Transportation Journal, 49(1), pp.24~34 (2010)
  17. Chen, H., "Greenwashing in hotels : A structural model of trust and behavioral intentions", Journal of Cleaner Production, 206(2), pp.326~335 (2019)
  18. Chen, Y. S., "The drivers of green brand equity : Green brand image, green satisfaction, and green trust", Journal of Business Ethics, 93(2), pp.307~319 (2010)
  19. Chen, Y. S., "Towards green loyalty : Driving from green perceived value, green satisfaction, and green trust", Sustainable Development, 21(5), pp.294~308 (2013)
  20. Chen, Y. S., "Greenwash and green trust : The mediation effects of green consumer confusion and green perceived risk", Journal of Business Ethics, 114(3), pp.489~500 (2013)
  21. Chen, Y. S., "Greenwash and green purchase behaviour:The mediation of green brand image and green brand loyalty", Total Quality Management & Business Excellence, 31(1-2), pp.194~209 (2020)
  22. Chen, Y. S., "The influence of greenwash on green word-of-mouth(green W-O-M) : The mediation effects of green perceived quality and green satisfaction", Quality & Quantity, 48(5), pp.2411~2425 (2014)
  23. Chen, Y. S., "Greenwash and green brand equity", Proceedings of PICMET’16: Technology Management for Social Innovation, pp.1797~1803 (2016)
  24. Cherry, M. A., "Beyond profit : Rethinking corporate social responsibility and greenwashing after the BP oil disaster", Tulane Law Review, 85(4), pp.983~1038 (2011)
  25. Dahl, R., "Green washing: Do you know what you’re buying?", Environment Health Perspectives, 118(6), pp.A246~A252 (2010)
  26. Delmas, M. A., "The drivers of greenwashing", California Management Review, 54(1), pp.64~87 (2011)
  27. Deng, Y., "Exploring the role of green attributes transparency influencing green customer citizenship behavior", British Food Journal (2021)[DOI]
  28. Dubbink, W., "CSR, transparency and the role of intermediate organization", Journal of Business Ethics, 82(2), pp.391~406 (2008)
  29. Essoussi, L. H., "New or recycled products : How much are consumers willing to pay", Journal of Consumer Marketing, 27(5), pp.458~468 (2010)
  30. Flavian, C., "The influence of corporate image on consumer trust : A comparative analysis in traditional versus internet banking", Internet Research, 15(4), pp.447~470 (2005)
  31. Font, X., "Corporate social responsibility : The disclosure-performance gap", Tourist Management, 33(6), pp.1544~1553 (2012)
  32. Gillespie, E., "Stemming the tide of greenwash", Consumer Policy Review, 18(3), pp.79~83 (2008)
  33. Gong, T., "The effects of a psychological brand contract breach on customers'dysfunctional behavior toward a brand", Journal of Service Theory and Practice, 31(4), pp.607~637 (2021)
  34. Guo, R., "Timely or considered? Brand trust repair strategies and mechanism after greenwashing in China-from a legitimacy perspective", Industrial Marketing Management, 72, pp.127~137 (2018)
  35. Hair, J. F., "A primer on partial least squares structural equation modeling (PLS-SEM)" (2022), SAGE Publications, Inc
  36. Hendy, M. A., "The Extended consequence of greenwashing : Perceived consumer skepticism", International Journal of Business and Information, 10(4), pp.433~468 (2016)
  37. Horiuchi, R., "Understanding and preventing greenwash: A business guide", Futerra Sustainability Communications, pp.1~38 (2009)
  38. Kim, E. H., "Strategic environmental disclosure : Evidence from the doe’s voluntary greenhouse gas registry", Journal of Environmental Economics and Management, 61(3), pp.311~326 (2011)
  39. Kim, E. H., "Greenwash vs. brownwash:Exaggeration and undue modesty in corporate sustainability disclosure", Organization Science, 26(3), pp.705~723 (2015)
  40. Laroche, M., "Targeting consumers who are willing to pay more for environmentally friendly products", Journal of Consumer Marketing, 18(6), pp.503~521 (2001)
  41. Lee, Y. H., "Effect of green attributes transparency on WTA for green cosmetics : Mediating effects on CSR and green brand concepts", Sustainability, 11, pp.5258~ (2019)
  42. Leire, C., "Product-related environmental information to guide consumer purchases: A review and analysis of research on perceptions, understanding and use among Nordic consumers", Journal of Cleaner Production, 13(10-11), pp.1061~1070 (2005)
  43. Lin, J., "The influence of green brand innovativeness and value perception on brand loyalty : The moderating role of green knowledge", Journal of Strategic Marketing, 27(1), pp.81~95 (2019)
  44. Luk, S. T. K., "The moderator effect of monetary sales promotion on the relationship between brand trust and purchase behavior", Journal of Brand Management, 15(6), pp.452~465 (2008)
  45. Lyon, P. T., "The means and end of greenwash", Organization &Environment, 28(2), pp.223~249 (2015)
  46. Mao, J., "Customer brand loyalty", International Journal of Business and Management, 5(7), pp.213~217 (2010)
  47. Mohr, L. A., "The development and testing of a measure of skepticism toward environmental claims in marketers'communications", Journal of Consumer Affairs, 32(1), pp.30~55 (1998)
  48. Mourad, M., "Perception of green brand in an emerging innovative market", European Journal of Innovation Management, 15(4), pp.514~537 (2012)
  49. Nguyen, T. T. H., "Greenwash and green purchase intention : The mediating role of green skepticism", Sustainability, 11, pp.2653~ (2019)
  50. Obermiller, C., "Ad skepticism", Journal of Advertising, 34(3), pp.7~17 (2005)
  51. Ogba, I. E., "Exploring the impact of brand image on customer loyalty and commitment in China", Journal of Technology Management in China, 4(2), pp.132~144 (2009)
  52. Ottman, J., "The five simple rules of green marketing", Design Management Review, 19(4), pp.65~69 (2008)
  53. Ottman, J. A., "Avoiding green marketing myopia : Ways to improve consumer appeal for environmentally preferable products", Environment Science and Policy for Sustainable Development, 48(5), pp.22~36 (2006)
  54. Palanski, M. E., "Team virtues and performance. An examination of transparency, behavioral integrity and trust", Journal of Business Ethics, 99(2), pp.201~216 (2011)
  55. Parguel, B., "How sustainability ratings might deter greenwashing : A closer look at ethical corporate communication", Journal of Business Ethics, 102(1), pp.15~28 (2011)
  56. Peattie, K., "Towards sustainability : The third age of green marketing", Marketing Review, 2(2), pp.129~146 (2001)
  57. Polonsky, M. J., "The new greenwash? Potential marketing problems with carbon offsets", International Journal of Business Studies, 18(1), pp.49~54 (2010)
  58. Pomering, A., "Advertising corporate social responsibility initiatives to communicate corporate image : Inhibiting skepticism to enhance persuasion", Corporate Communication, 4(4), pp.420~439 (2009)
  59. Reed, A. M., "Partnerships for development : Four models of business involvement", Journal of Business Ethics, 90(1), pp.3~37 (2009)
  60. Riccolo, A., "The lack of regulation in preventing greenwashing of cosmetic in the US", Journal of Legislation, 47(1), pp.133~155 (2021)
  61. Rubab, T., "The impact of greenwashing practices on green employee behaviour: Mediating role of employee value orientation and green psychological climate", Cogent Business & Management, 7(1) (2020)[DOI]
  62. Sarkar, N. A., "Green branding and eco-innovations for evolving a sustainable green marketing strategy", Asia-Pacific Journal of Management Research and Innovation, 8(1), pp.39~58 (2012)
  63. Schultz, C., "Market transparency and product differentiation", Economics Letters, 83(2), pp.173~178 (2004)
  64. Singh, J., "Agency and trust mechanisms in consumer satisfaction and loyalty judgements", Journal of the Academy of Marketing Science, 28(1), pp.150~167 (2000)
  65. Singhal, A., "Exploratory research on green marketing in India", International Journal of Management Research & Review, 12(3), pp.1134~1141 (2015)
  66. Szabo, S., "Perceived greenwashing : The effects of green marketing on environmental and product perceptions", Journal of Business Ethics, 171, pp.719~739 (2021)
  67. Tahir, A., "The influence of skepticism on green purchase behavior", International Journal of Business and Social Science, 2(13), pp.189~197 (2011)
  68. Vaccaro, A., "Corporate transparency and green management", Journal of Business Ethics, 95(3), pp.487~506 (2010)[DOI]
  69. T. T. N., "Greenwashing be haviours : Causes, taxonomy and consequences based on a systematic literature review", Journal of Business Economics and Management, 21(5), pp.1486~1507 (2020)
  70. Zhang, L., "The influence of greenwashing perception on green purchasing intentions : The mediating role of green word-of-mouth and moderating role of green concern", Journal of Cleaner Production, 187, pp.740~750 (2018)
  71. Zhou, Z., "The interplay among green brand knowledge, expected eudaimonic well-being and environmental consciousness on green brand purchase intention", Corporate Social Responsibility and Environmental Management, 28(2), pp.630~639 (2021)

관련 논문AI추천

화장품 기업의 그린 마케팅이 브랜드 이미지, 브랜드 충성도 및 소비자의 구매의도에 미치는 영향 분석임혜원한국지식정보기술학회 · 한국지식정보기술학회 논문지2023 · 제18권 제3호코스메틱 브랜드의 환경경영과 소비자의 친환경 관여도에 따른 브랜드 태도, 충성도의 관계권기한, 임수연한국피부과학연구원 · 아시안뷰티화장품학술지2023 · 제21권 제3호소비자가 인식하는 그린 마케팅 진정성 연구: 브랜드의 환경에 대한 진정성 인식의 매개 역할을 중심으로박성연, 황혜진경영연구소 · 신산업경영저널2017 · 제35권 제2호화장품 소비자의 인지된 ESG 경영이 브랜드 이미지 및 충성도에 미치는 영향 분석 : 브랜드 진정성의 조절효과민지홍, 유재욱, 장유진경영경제연구소 · 경영경제연구2023 · 제45권 제3호그린워싱 정보 인식에 따른 소비자의 구매행동의도이정, 김길홍, 송유진, 유현정한국소비자학회 · 소비자학연구2011 · 제22권 제1호소비자의 브랜드에 대한 인식은 어떻게 변하는가? - 그린워싱 상황에서 그린 마케팅 활동, 브랜드 진정성, 구매의도를 중심으로 -곽희승, 박정아, 이현화복식문화학회 · 복식문화연구2022 · 제30권 제2호

이 간행물의 다른 논문 (5건)

보험 산업에서 계약 단위 고객 가치 분석 : 한국 3대 손해 보험사 사례박다은, 김원필, 송태호pp. 5-18고객불량행동이 직무소진과 서비스 성과에 미치는 영향 : 서비스품질 몰입의 조절된 매개효과이강철, 공태식pp. 19-32게임 이용자 유형이 유료 아이템 구매의도에 미치는 영향 : 몰입, 충동, 지각된 스트레스 효과를 중심으로김영주, 고진용, 여준상pp. 33-47배송 로봇 서비스에 대한 청소년 및 성인 소비자의 평가 : 로봇 의인화의 효과김준산pp. 49-60뷰티 매장 내 전통적 터치 포인트와 디지털 터치 포인트가 의사결정 용이성과 만족도에 미치는 영향: 언택트 성향의 조절효과정옥경, 박철pp. 77-92
원문 보기