Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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The Effects of Green Marketing Activities of New Energy Vehicle Companies on Purchase Intention: Focused on the Mediating Effects of Environmental Involvement

신에너지 자동차 기업의 그린마케팅 활동이 구매의도에 미치는 영향: 환경관여도의 매개효과를 중심으로

  • Lyu, Yang (Dept. of Business Administration, Honam University) ;
  • Jin, Chunhua (Dept. of Business Administration, Honam University)
  • 뤼양 (호남대학교 경영학과) ;
  • 진춘화 (호남대학교 경영학부)
  • Received : 2022.03.31
  • Accepted : 2022.05.20
  • Published : 2022.05.28
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Abstract

This research emphasized that the importance of green marketing activities elements such as green product, green price, green place, and green promotion. Moreover, it focused on verifying the effects of these four elements on purchase intention through environmental involvement. To verify this, an empirical analysis was conducted on Chinese consumers who have experienced or are considering purchasing a new energy vehicle. The research results are as follows. First, all four elements of green marketing activities improve environmental involvement. Second, environmental involvement was found to increase the level of purchase intention. Third, environmental involvement has a partial mediating effects in the relationship between the four elements of green marketing activities and purchase intention. Finally, the limitations of this study and future research directions were discussed.

본 연구에서는 그린마케팅 활동에 초점을 맞춰 그 중요성을 강조함과 동시에 그린마케팅 활동이 구매의도에 미치는 영향에서 환경관여도의 매개효과를 검증하였다. 이를 검증하기 위해 신에너지 자동차 구매를 경험이 있거나 구매를 고려해본 적이 있는 중국 소비자를 대상으로 설문조사를 실시하여 검증한 결과는 다음과 같다. 첫째, 그린마케팅 활동의 하위요인인 그린제품, 그린가격, 그린유통, 그린촉진은 모두 환경관여도에 유의한 정(+)의 영향을 미친다는 것이 검증되었다. 둘째, 환경관여도는 구매의도에 유의한 정(+)의 영향을 미친다는 것이 밝혀졌다. 셋째, 그린제품, 그린가격, 그린유통, 그린촉진과 구매의도 간의 관계에서 환경관여도의 매개효과를 검증한 결과 모두 부분적 매개효과를 가진다는 것이 실증되었다. 마지막으로 본 연구의 한계점과 향후의 연구방향에 관하여 논의하였다.

Keywords

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