화장품 기업의 그린 마케팅이 브랜드 이미지, 브랜드 충성도 및 소비자의 구매의도에 미치는 영향 분석
Analysis of the Effects of Cosmetic Company’s Green Marketing on Brand Image, Brand Loyalty, and Consumer’ Purchase Intention
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초록
최근 몇 년간 환경문제의 중요성이 대두되면서 소비자들이 환경을 보호하고 지구를 아끼고 지속 가능한 미래를 위해 노력해야 한다는 인식이 높아졌다. 이에 따라 기업들은 친환경경영을 통해 환경 보호와 지속 가능한 경영의 중요성을 강조하고 있다. 소비자들은 친환경경영을 통해 기업의 환경보호에 대한 인식과 브랜드 이미지를 평가하고, 더욱 지속 가능한 제품을 구매하려는 경향이 있다. 그린 마케팅은 기업이 환경문제를 인식하고 대처하는 효과적인 마케팅방법이다. 기업들은 그린 마케팅을 통해 소비자들의 환경보호에 대한 인식과 관심을 유도하고, 그에 따른 소비 행동을 유도하기 위해 노력하고 있다. 본 연구의 목적은 그린 마케팅이 기업의 브랜드 이미지, 브랜드 충성도, 그리고 소비자의 구매의도에 미치는 영향력을 검증하는 것이다. 이를 위하여 전국의 소비자 300명을 대상으로 2023년 4월동안 설문조사를 실시하여 그 영향력을 분석하였다. 수집된 자료는 SPSS/WIN 26.0과 Amos 23.0 통계프로그램을 활용하여 경로분석을 실시하였고, 실증분석 결과는 다음과 같다. 그린 마케팅은 브랜드, 이미지, 브랜드 충성도, 구매의도에 정(+)의 영향을 미치는 것으로 나타났다. 구체적으로는 그린 마케팅이 높을수록 브랜드 이미지, 브랜드 충성도, 구매의도가 높아지며 영향력의 크기는 브랜드 이미지, 브랜드 충성도, 구매의도 순인 것으로 확인되었다. 본 연구가 기업들이 그린 마케팅 전략을 보다 효과적으로 수립할 수 있는 기초자료가 되길 바란다.
Abstract
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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