Industry Promotion Research (산업진흥연구)

Industrial Promotion Institute (산업진흥원)
권호 표지
DOI QR코드

DOI QR Code

The Impact of Green Marketing on Purchase Intention - The Mediating Effects of Consumer Rights -

그린마케팅에 대한 소비자의 인식이 구매의도에 미치는 영향 - 소비자 권익을 매개변수로 -

  • Zhongji Liu (Dept. Of Management, Jiangsu Vocational College of Busines) ;
  • Jaeyeon Sim (Dept. Of Management, Sehan University)
  • 유중길 (중국 강소상무직업학원) ;
  • 심재연 (세한대학교 경영학과)
  • Received : 2024.09.23
  • Accepted : 2024.10.24
  • Published : 2024.10.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study delves into the relationship between consumer perception of green marketing and purchase intentions within China's Yangtze River Delta region, amidst growing global environmental concerns. Employing both quantitative surveys and qualitative interviews, the research adopts a mixed-method approach to analyze the influence of green marketing on consumer behavior and its role in fostering sustainable practices. The results underscore that consumer perceptions of green marketing have a significant impact on their purchase decisions, emphasizing the need for businesses to align their green marketing strategies with consumer expectations. This alignment is crucial for cultivating a mindset of sustainable consumption among consumers. Furthermore, the study highlights the psychological mechanisms linking green marketing perceptions to consumer actions, particularly through the mediating role of consumer empowerment. The findings provide actionable insights for companies to effectively communicate their green initiatives and enhance consumer engagement with sustainable products and practices.

본 연구는 전 세계적으로 환경 문제가 커지고 있는 가운데 중국 장강 삼각주 지역의 친환경 마케팅에 대한 소비자 인식이 구매의도에 미치는 영향을 살펴보았다. 정량적 설문조사와 정성적 인터뷰를 모두 사용하여 혼합방법을 채택하여 친환경 마케팅이 소비자 행동에 미치는 영향과 지속가능한 소비자 행동을 촉진하는 데 미치는 영향을 분석하였다. 연구결과는 친환경 마케팅에 대한 소비자 인식이 구매결정에 중요한 영향을 미친다는 것을 확인하였으며, 기업이 친환경 마케팅 전략을 소비자의 기대에 부합시켜야 한다는 점을 강조하였다. 이러한 전략은 소비자들 사이에서 지속 가능한 소비에 대한 마인드를 배양하는 데 매우 중요하다. 또한, 본 연구에서 특히 소비자 권한부여의 매개역할을 통해 친환경 마케팅 인식과 소비자 행동을 연결하는 심리적 메커니즘을 확인하였다. 이에 기업에게 친환경 이니셔티브를 효과적으로 전달하고, 지속가능한 제품 및 소비활동에 대한 소비자 참여를 높일 수 있도록 실행 가능한 인사이트를 제공하였다.

Keywords

Acknowledgement

This Paper was supported by the Sehan University Fund in 2024.

References

  1. Liu, Wang, & Chen (2023). Green Development and Ecological Civilization Construction in China: Challenges and Opportunities. Sustainability, 15(18), 6456.
  2. Wang, Li, & Zhang (2023). Green Consumption Trends and Their Implications for Sustainable Development in China. Sustainability, 15(10), 7313.
  3. Peattie (1995). Green Marketing: Legitimation, Myth, and Strategy. Routledge.
  4. Chen & Chang (2012). "Greenwash and green trust: The mediation effects of green consumer confusion and green perceived risk." Journal of Business Ethics, 114(3), 489-500.
  5. Hur, Kim, & Woo (2013). Consumers' green consumption behavior and the determinants of green purchase intention: An application of the theory of planned behavior. Journal of Cleaner Production, 53, 184-192.
  6. Peattie (2001). Green marketing: Legitimation, myth, and strategy. Routledge.
  7. Luo & Bhattacharya (2006). "Corporate social responsibility, customer satisfaction, and market value." Journal of Marketing, 70(4), 1-18.
  8. Zhou, Zhang, Su, & Zhou (2013). "The effect of green product quality on consumers' purchase intention: The roles of green perceived value, perceived risk, and green trust." Journal of Cleaner Production, 57.
  9. Ottman (1998). "Green marketing: Challenges and opportunities for the new marketing age." Journal of Business Strategy, 19(4), 24-30.
  10. Dodds, Monroe, & Grewal (1991). "Effects of price, brand, and store information on buyers' product evaluations." Journal of Marketing Research, 28(3), 307-319.
  11. Jansson-Boyd & Lindberg (2011). "Green consumer behavior: Do consumers care about others via environmental purchases?" Journal of Business Research, 64(9), 944-951.
  12. Li, Zhang, & Deng (2010). "Consumer perceptions of eco-labels in emerging markets: Evidence from China." Journal of Business Ethics, 91(2), 307-323.
  13. Lee & Shin (2010). "Consumers' perceptions of organic food attributes and cognitive and affective attitudes as determinants of their purchase intentions." Food Quality and Preference, 21(5), 449-457.
  14. Rucker & Galinsky (2008). Desire to acquire: Powerlessness and compensatory consumption. Journal of Consumer Research, 35(2), 257-267.
  15. Keltner, Gruenfeld, & Anderson (2003). Power, approach, and inhibition. Psychological Review, 110(2), 265-284.
  16. Peloza, White, & Shang (2013). Good and guilt-free: The role of self-accountability in influencing preferences for eco-friendly products. Journal of Marketing, 77(1), 104-119.
  17. Fast, Gruenfeld, Sivanathan, & Galinsky (2009). Illusory control: A generative force behind power's far-reaching effects. Psychological Science, 20(4), 502-508.
  18. Magee & Galinsky (2008). Social hierarchy: The self-reinforcing nature of power and status. The Academy of Management Annals, 2(1), 351-398.
  19. Griskevicius, Tybur, & Van den Bergh (2010). Going green to be seen: Status, reputation, and conspicuous conservation. Journal of Personality and Social Psychology, 99(4), 446-461.
  20. Peloza, White, & Shang (2013). Good and Guilt-Free: The Role of Self-Accountability in Influencing Preferences for Products with Ethical Attributes. Journal of Marketing, 77(1), 1-17.
  21. Griskevicius, Tybur, & Van den Bergh (2010). Going Green to Be Seen: Status, Reputation, and Conspicuous Conservation. Journal of Personality and Social Psychology, 99(4), 446-461.
  22. Sheng et al. (2021). The double-edged sword effect of product green attributes information on consumer decision making: The formation mechanism and boundary mechanism. Advances in Psychological Science.
  23. Liu, Zhang, & Chen (2021). Understanding the relationship between corporate social responsibility and green purchase intention: The mediating role of consumer power. Journal of Retailing and Consumer Services, 28(2), 293-302.
  24. Zhang (2022). Tracking the Path of the Green Consumer: Surveying the Decision-Making Process from Self-Transcendent Values to Supportive CSR Intentions. Sustainability, 14(3), 1106.
  25. Kim, Park, & Choi (2022). The role of green marketing in enhancing consumer empowerment. Marketing Letters, 23(4), 789-804.
  26. Park & Choi (2021). Empowering consumers through green branding: An empirical investigation. Journal of Business Research, 130, 567-575..