East Asian Journal of Business Economics (EAJBE) (동아시아경상학회지)

East Asia Business Economics Association (동아시아경상학회)
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In Search of Demanded Green Marketing Practices to Encourage Customer's Eco-friendly Purchasing Intention

  • KANG, Eungoo (Becamex School of Business, Eastern International University) ;
  • HWANG, Hee-Joong (Department of International Trade, Korea National Open University)
  • Received : 2022.08.02
  • Accepted : 2022.09.18
  • Published : 2022.09.30
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Abstract

Purpose - The green marketing practice improves consumers' environmental knowledge, consequently bolstering their environmental purchase intention. It also improves consumers' green brand knowledge, positively influences their attitude toward green brands. This research examines the role of green brand image between green marketing practice and consumers' green purchasing intention Research design, Data, and methodology - This research has conducted the 'Qualitative Content Analysis' in the current literature dataset. It is crucial to create the procedures and processes that is used to acquire the data needed to structure or solve problems. Finally, total 35 prior studies included for the analysis. Result - Based on prior studies, the current authors figured out that the green brand image plays an essential role in promoting companies' efforts in green marketing practices and green purchase intentions through its mediating ability by fostering trust, green perceived value, green brand loyalty, and social responsibility as a significant determiner of green practices Conclusion - This research concludes that green brand positioning helps companies secure a special place in a consumers' mind by facilitating the design of the desired green brand awareness image and strengthening consumers' desire to purchase a specific green product/service. Green brand positioning centers on the way marketing communications of green brand features green brand knowledge.

Keywords

Acknowledgement

This research was supported by Korea National Open University Research Fund

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