• 동아시아경상학회지
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• 제10권3호
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• pp.93-104
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• 2022

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.

• 한국프랜차이즈경영연구
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• 제8권1호
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• pp.19-30
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• 2017

Purpose - As environmental issues, along with the growth of companies, are accelerating, social interests in eco-friendly management that requires corporate social role and responsibility are increasing. The eco-friendly management activity reflects the changes in environmental awareness of consumers. Therefore, the eco-friendly images of companies influence consumers, and the establishing of eco-friendly management strategy has become a very important factor in the greenmarket. In this regard, this study examined the impacts of green leadership and environmental attractiveness on strategic environmental marketing, tactical environmental marketing, and environmental performance towards the employees of franchisee headquarters. Research design, data, and methodology - The survey was conducted towards the 800 headquarters among 2,600 brands that are registered with the Fair Trade Commission of Korea by mail. Among the total of 162 questionnaires collected, 7 respondents were excluded for their incompletion, and thus 155 responses were used in this study. The data were analyzed with SPSS 21.0 and SmartPLS 3.0. Frequency analysis was carried out to understand the general characteristics of the subjects, and confirmatory factor analysis to measure the reliability and validity of the measurement. Correlation analysis was conducted to identify the correlation between constructs, and structural equation modeling to examine the structural relationships among the constructs. Result and Conclusions - First, green leadership had a positive impact on strategic environmental marketing, tactical environmental marketing, and environmental performance. Second, environmental attractiveness had a positive effect on strategic environmental marketing, tactical environmental marketing, and environmental performance. Finally, strategic environmental marketing and tactical environmental marketing had positive impacts on environmental performance. This study can be recognized for proposing new perspectives on eco-friendly management strategy for firms to be able to win competitive superiority and performance by embedding awareness of the importance of environmental market and suggesting practical implications on understanding of environmental attractiveness, strategies and tactics of environmental management, and environmental performance in the franchise industry.

• 경영정보학연구
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• 제13권1호
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• pp.115-141
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• 2011

전 세계적으로 환경 친화적이고 지속가능한 경제에 대한 관심이 높아지면서 기업 경영에 있어서 녹색경영이 중요한 전략으로 급부상하고 있다. 국내에서도 정부의 녹색성장 비전 발표 이후 최근 몇 년간 녹색정보화에 대한 정책이 수립되고 기업들도 다양한 사업 계획을 발표했으나 소기의 성과를 얻지 못하고 있는 실정이다. 이는 현재 수준에 대한 정확한 진단 없이 이상적인 비전만을 제시하는 선언적 정책 및 사업 계획이 주로 진행됨에 따른 한계라고 볼 수 있다. 이에 본 연구는 국내 기업의 정보화 수준과 환경 규제 상황을 고려한 녹색정보화 성숙도 진단 모텔을 개발하고, 이를 산업별로 대표성 있는 국내 기업에 시범 적용함으로써 국내 기업의 녹색정보화 현재 수준을 진단하고 이를 바탕으로 개선방안을 모색하고자 하였다.

• 신재생에너지
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• 제8권2호
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• pp.33-43
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• 2012

Why solar companies preferred vertical integration of whole value chain? Major solar companies have built internally strong vertical integration of entire PV value chain. We raise a question whether such integration increases the corporate value and whether market situation affects the result. To test these questions, we conducted multi-variant analysis where characteristic factors mainly affect the corporate value measured in terms of Tobin'Q, based on the financial and non-financial data of PV companies listed in US stock market between 2005 and 2010. We hypothesize that since integration increases the overall efficiency but decreases the flexibility to adjust to various market situation, the combined effect of the efficiency gain and the flexibility loss ultimately determines the sign of integration effect on the corporate vale. We infer that the combined effect will be influenced heavily by business cycle, as in boom market (Seller's market) the efficiency gain may be larger than the flexibility loss and vice versa in bust market. We test whether the sign of combined effect changes after the year of 2009 and which factors influence most the sign. Year of 2009 is known as the year when market shifted from Seller's to Buyer's market. We show that 1) integration increases corporate value in general but after 2009 integration significantly decreases the value, 2) the ratios such as Production/Total Cost, Cash turnover period chosen for reversal of the flexibility measure are negatively affect Tobin's Q and especially stronger after 2009. This shows the flexibility improves corporate value and stronger in the recess period (Buyer's market). These results imply that solar company should set up integration strategy considering the tradeoff between efficiency and flexibility and the impact of the business cycle on both factors. Strategy only based on the price competitiveness determined in boom time can bring undesirable outcomes to the company. In addition, Strategic alliances in some value chains as a flexible bondage should be taken in account as complementary choice to the rigid integration.

• 산업진흥연구
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• 제7권3호
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• pp.9-16
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• 2022

본 연구는 기업의 친환경 활동에 책임이 강화되고 있는 현재 기업의 그린마케팅이 경영성과 창출에 어떤 영향을 주는지 확인해 보고자 하였다. 이를 위해 기업의 그린마케팅이 소비자 구전의도에 미치는 영향, 브랜드 신뢰도의 매개효과와 소비자의 환경친화적 행동의 조절효과를 검증하였다. 분석결과는 다음과 같다. 첫째, 기업의 그린마케팅은 소비자들의 구전의도에 정(+)의 영향을 미쳤다. 둘째, 브랜드신뢰도는 기업의 그린마케팅과 소비자의 구전의도 관계에서 정(+)의 매개역할을 하는 것으로 나타났다. 셋째, 소비자의 환경친화적 행동은 브랜드신뢰도와 그들의 구전의도 사이에 조절효과가 있는 것으로 나타났다. 따라서 기업의 친환경 전략과 실천은 브랜드신뢰를 강화하고, 소비자들의 구전의도를 높이는 데 도움이 될 것이다. 본 연구를 통해 기업의 친환경 전략과 이의 실천이 실제 브랜드신뢰 구축과 소비자 구전의도에 미치는 영향을 밝힘으로써 그린마케팅과 소비자의 자발적 구전 가능성 간의 인과관계를 분석했으며 기업의 지속성장을 위해 친환경 마케팅 전략을 구축하는 것이 필요함을 시사하고 있다.

• 한국시스템다이내믹스연구
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• 제16권4호
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• pp.103-128
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• 2015

This study investigated dynamic causal relationship between CSR implementation and consumption of environmentally friendly fashion products through systems thinking. Based on literature review and empirical research, we drew causal loop diagram for CSR implementation in environmentally friendly fashion product industry. By analyzing feedback loops, we found that companies and consumers interact in the process of CSR activities. In the process of CSR implementation, companies and consumers are closely related and affect each other as stimuli and prior condition. This study suggests that companies adopt push strategy to actively create demand by developing and promoting environmentally friendly fashion products and that companies communicate with consumers in order to be recognized and rewarded by consumers for their CSR activities. In addition, this study suggests that consumers not only support companies of CSR activities but also actively boycott anti-environmental companies by collective action.

• 자원ㆍ환경경제연구
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• 제19권3호
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• pp.659-688
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• 2010

세계 각국에서는 지구온난화로 인한 기후변화에 적극적으로 대응하고자 중장기 온실 가스 감축 및 에너지 저감 목표를 설정하여 체계적인 감축 노력을 경주하고 있다. 하지만, 환경쿠즈네츠 이론에서 설명되어지는 바와 같이, 환경보전과 기존의 성장 정책을 통한 경제성장은 서로 상충관계에 있어, 기후변화에 능동적으로 대응하여 환경을 보전하는 동시에 경제성장을 달성하려는 정책은 한계에 봉착하였다. 최근 환경을 경제성장을 위한 기초자산으로 활용하여 경제성장과 환경보전을 동시에 달성할 수 있게 하는 새로운 성장패러다임인 녹색성장의 등장으로 두 가지 경제 목표의 동시달성이 가능해졌다. 녹색금융은 이러한 녹색성장을 금융측면에서 활성화시키는 방안으로써, 녹색산업의 장기적 성장에 필수적인 요소로 인식되고 있다. 현재는 도입 초기단계이지만 다각적인 분석을 통해 활성화 방안을 마련한다면 지속가능한 녹색성장 달성에 지대한 영향을 미칠 것으로 판단된다. 이에 본 논문에서는 녹색기술산업의 한 분야로써 차세대 성장동력으로 각광받고 있는 바이오산업을 예로 들어, 그 발전추이를 실증적으로 분석하고 예측하여 발전단계별로 구분하고 녹색금융을 통한 녹색산업의 단계별 자금조달방법론을 제시한다. 즉, 녹색산업의 단계별 자금조달방안을 토대로 녹색성장을 위한 경제주체들의 역할을 고찰하여 녹색금융의 효율적 운용방안을 제안함으로써, 녹색성장의 초석이 마련되어질 것이다.

• 한국융합학회논문지
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• 제13권4호
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• pp.233-244
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• 2022

최근 기업경영과 관련되어 가장 주목받고 있는 것은 ESG(Environmental, Social, Governance) 일 것이다. ESG 경영을 선언한 많은 기업들이 있지만, KT는 2021년 본격적인 ESG 경영을 선언하며 지속가능경영의 전략을 이해관계자들과 공유하고 있다. 또한 KT는 국내 ICT 업계 최초로 ESG 채권을 발행하며 ESG 경영을 강화하고 있다. 코로나19로 정보기술산업이 더욱 중요해진 시점에서 본 연구는 KT의 ESG 경영 목표와 전략의 사례를 환경, 사회, 지배구조 영역으로 구분하여 살펴보고자 하였다. KT는 환경 영역에서 '환경경영', '환경대응', '에너지 자원', '친환경 프로젝트'를 통해 환경 건전성 달성을 목표로 하고 있었다. 또한 사회 영역에서 '사회공헌', '동반성장', '인권경영' 등을 통해 진정성 있는 사회적 가치 창출을 추구하였다. 마지막으로 지배구조 영역에서는 '윤리·컴플라이언스', '리스크 관리' 등을 통해 경제적 신뢰성을 추구하기 위한 투명한 기업 경영 체계를 지향하고 있었다. 특히 KT는 디지털 플랫폼 기업이라는 특징을 기반으로 AI, BigData 기술을 활용하여 환경, 사회문제를 해결하기 위한 전략을 추진하며 KT만의 ESG 경영을 도모하고 있었다. 본 연구는 화두로 떠오른 ESG 경영과 관련해 KT의 ESG 경영 사례를 통해 ESG전략 수립과 ESG 경영 발전방향에 대한 시사점을 도출하고자 한다.

• The Journal of Asian Finance, Economics and Business
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• 제7권6호
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• pp.241-254
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• 2020

As environmental concerns continue to grow, green supply chain management (GSCM) is attracting attention as an element of competitive advantage for companies. This study examined internal GSCM practices to show how they influenced the end-point of the supply chain from the perspective of the end-consumer. It identified the effects of environmental concerns on consumer purchasing behavior mediated by the company image of internal GSCM practices. Data were collected through an email survey of Korean consumers. Reliability and validity were verified using SPSS 18.0. Cronbach's alpha, and confirmatory factor analysis. The results showed that environmental concerns had a positive impact on such practices, and the image of internal GSCM practices was found to have a significantly positive effect on consumer purchasing behavior. Companies will have to actively reflect environmental factors in their operational activities, and GSCM implementation will become a necessity. A positive image of internal environmental management and eco-design, which are key elements of internal GSCM practices, strengthened the company's eco-friendly image and ultimately affected consumer purchasing behavior. This suggests that it is important for companies to evaluate their environmental attitude and make eco-friendly products from a consumer's perspective, making it a differentiation strategy for a company in building an eco-friendly corporate image.

• 복식문화연구
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• 제22권4호
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• pp.511-525
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• 2014

This study set out to investigate consumers' attitudes toward pro-environment, and their actual purchasing behavior. It aimed to empirically examine the effects of the consumers' attitudes toward pro-environmental products, the importance of the product attributes and the perceived value of the companies' environmental activities, on their purchasing behavior of eco-friendly fashion products, including their satisfaction, trust, and repurchase intention. The questionnaires were administered on 304 married women with previous experience of buying eco-friendly fashion products. The results were as follows. First, the consumers' behavioral patterns in terms of environmental concerns and the purchasing of eco-friendly household items were significantly positive in relation to the purchasing behaviors of eco-friendly fashion products. Second, the importance of eco-friendly attributes was significantly positive in relation to the purchasing behaviors of eco-friendly fashion products. Third, the perceived value of corporate environmental activity was not related to the purchasing behaviors of eco-friendly fashion products. Finally, the purchasing behavior of eco-friendly fashion products was significantly positive in relation to the satisfaction with eco-friendly fashion products as well as the trust and repurchase intention, and satisfaction and trust positively affected the repurchase intention. The implication of the research and direction for future study were discussed.