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http://dx.doi.org/10.21186/IPR.2022.7.3.009

The Effect of Corporate Green Marketing on Consumer Word of Mouth Intention  

Park, Ji-Ho (The C4H)
Park, Hyeon-Suk (Dept. of Convergence Industry, Seoul Venture University)
Publication Information
Industry Promotion Research / v.7, no.3, 2022 , pp. 9-16 More about this Journal
Abstract
In the midst of increasing interest in the environmental responsibility of companies, this study investigates how eco-friendly activities affect the creation of management performance. To this end, the effect of companies' green marketing on consumers' word-of-mouth intention, the mediating effect of brand reliability, and the moderating effect of consumers' pro-environmental behavior were verified. The results of the collected data analysis are as follows. First, companies' green marketing has a positive (+) effect on consumers' word-of-mouth intention. Second, brand reliability takes a positive (+) mediating role in the relationship between companies' green marketing and consumers' word-of-mouth intention. Third, consumers' pro-environment behavior has a moderating role between Brand Reliability and their word-of-mouth intention. Therefore, companies' eco-friendly strategies and their implementation will help enhance both brand reliability and consumers' word-of-mouth intention. By revealing the effect of companies' eco-friendly strategies and their implementation on brand reliability and consumers' word-of-mouth intention it is meaningful to analyze the relationship between green marketing and the possibility of consumers' spontaneous word-of-mouth intention. The results suggest to companies that it is necessary to establish an eco-friendly marketing strategy for sustainable growth.
Keywords
Green Marketing; Brand Reliability; Word-of-mouth Intention; Pro-environmental Behavior; Involvement Products;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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