• Journal of Convergence for Information Technology
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• v.11 no.12
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• pp.211-220
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• 2021

In this study, we intend to investigate the effect of cosmetic companies' planning actions for green marketing campaigns on their intention to participate and their actions. To this end, a survey was conducted and a total of 186 questionnaires were analyzed. The main results are as follows. The three factors of planned behavior, attitude, subjective norm, and perceived behavior control, all had a significant effect on participation intention and participation behavior, and subjective norm was found to have the greatest influence. In addition, it was found that participation intention had a significant effect on participation behavior. Therefore, in order to activate the green marketing campaign, it is necessary to study the marketing method that can inform the people around the participation method, recommend the participation in the campaign, and recommend it.