• The Journal of Asian Finance, Economics and Business
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• 제6권2호
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• pp.277-286
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• 2019

The study aims to analyze the influence of egoistic, altruistic and biospheric value on green functional benefit, green monetary cost, green satisfaction and green loyalty. The study analyzes the effect of green functional benefit and green monetary cost on green satisfaction and green loyalty, as well as green satisfaction on green loyalty. The study employs quantitative methods with customers who have green brand purchase experience in Indonesia. Non-probability sampling was conducted using purposive sampling method based on predetermined criteria, which are customers who have already purchase and use green brand products. A total of 402 samples were analyzed using Structural Equation Modelling. The result shows that the data support hypotheses on egoistic and biospheric value, hypotheses on green functional benefit effect to green satisfaction and green loyalty, as well as green monetary cost effect to green loyalty. The other hypotheses are not supported by data. As a conclusion, it is egoistic and biospheric value that has positive effect on green loyalty, while green functional benefit and green monetary cost act as mediation between the value orientation and green loyalty. As managerial implication, green brand marketing strategy should incorporate egoistic and biospheric values in messages in advertising and promotion.

• 한국프랜차이즈경영연구
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• 제14권4호
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• pp.51-65
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• 2023

Purpose: As social interest in environmental issues increases, pro-environmental initiatives are becoming more active in many industry sectors. This study explores how a firm's perceived green brand image affects consumer loyalty through brand trust and attachment. Research design, data, and methodology: The data of 363 respondents aged 20 to 59 who purchased the franchise lunchbox in the last three months were analyzed using SPSS 25.0 and SmartPLS 4.0. Result: Green brand image affects consumer loyalty through cognitive trust, affective trust, and brand attachment. Regarding serial mediations, cognitive trust affects brand attachment only through affective trust and, in turn, consumer loyalty. Conclusions: This study employs the hierarchy of effects theory to explore the role of the perceived green image of the franchise lunchbox brand in prompting consumer loyalty through brand trust and attachment. The eco-friendly initiatives are imperative in establishing a green brand image, given their critical roles in generating consumer brand trust and attachment as well as consumer loyalty in the franchise lunchbox industry. The franchise lunchbox firms should implement environmental initiatives and effectively communicate and actively inform these initiatives to raise perceptions of green brand image and build cognitive brand trust.

• 벤처창업연구
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• 제10권6호
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• pp.37-46
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• 2015

본 연구는 환경적 관점에서 제품 품질, 소비 행위, 고객만족, 그리고 고객충성도 간의 관련성과 영향을 탐색하였다. 실증분석을 위하여 18개 문항으로 구성된 설문지를 이용하여 자료를 수집하였다. 210명의 응답자 중에서 친환경제품을 이용해본 경험이 있는 167개의 자료를 회귀분석과 위계적 회귀분석을 이용하여 SPSS로 자료분석을 실시하였다. 분석결과는 그린제품 품질은 고객만족과 고객충성도에 유의적인 영향을 미치며, 그린소비 행위의 가격요인은 고객만족과 고객충성도 간의 영향을 조절시키는 것으로 나타났다. 실증분석의 결과는 그린제품 품질은 고객만족과 고객충성도에 기여함을 의미한다. 또한 그린소비 행위의 가격요인은 고객만족과 고객충성도 간의 영향을 증가시키는 것으로 나타났다.

• 한국유기농업학회지
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• 제22권4호
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• pp.629-643
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• 2014

This study analyzed how the brand image elements influenced upon forming the brand trust and the brand loyalty of the 'Sky Green' the joint agricultural product brand Cheonan, Chungnam. The brand image was classified into functional image, symbolical image and origin - associated image. And what element of the brand image element influences upon forming the brand image loyalty by the consumers who are using 'Sky Green'. In the analysis results, the functional image, symbolical image and the image associated with the origin have influenced on forming the brand trust and the brand loyalty. All variables composing the brand image have positive influences on both brand trust and brand loyalty. It means that brand image influences on brand loyalty directly but the greater influence can be exerted through the effects of the parameter of brand trust.

• 한국식생활문화학회지
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• 제26권4호
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• pp.314-322
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• 2011

The purpose of this study was to examine the structural relationships among the benefit sought, satisfaction, and loyalty of green tea consumers, including the moderating effect of age. Data were collected from 658 residents of Seoul and Gyeonggi-do Province who were 20-years-old and older and who had purchased green tea. The SPSS 15.0 and LISREL 8.80 statistical package were used for the analysis, and frequency, reliability, an exploratory factor analysis, a confirmatory factor analysis, and a path analysis were conducted. The results showed that the health benefit and enjoyment among benefit sought had a positive effect on satisfaction. Satisfaction of green tea consumers had a positive effect on loyalty. The analysis indicated that age moderated the relationship among benefit sought, satisfaction, and loyalty. The results could enable green tea marketers to develop marketing techniques that could expand green tea consumption.

• Asian Journal of Innovation and Policy
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• 제8권1호
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• pp.162-179
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• 2019

Purpose: Companies in haste for higher consumers' preference tend to appear as 'green' and mislead about environmental concerns, which are termed as "Greenwashing." The purpose of the study is to investigate the consumer perception on greenwashing activities and analyze its impact on green brand image, green brand loyalty and green brand trust among Indian consumers. Design/methodology: The study makes use of a written questionnaire method to collect survey data from approximately 500 consumers all over India. The study uses Structural Equation Modeling (SEM) to study the hypothesized relationship between constructs affected by greenwashing based on consumer perspective in the Indian context. Findings: The study shows that Indian consumers are becoming aware of greenwashing activities, which have a negative impact on green brand trust and undermines green brand image and green brand loyalty. Implications: The study results are beneficial to policy-makers, researchers, practitioners, and managers to create awareness among Indian consumers on greenwashing activities.

• 한국식품조리과학회지
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• 제27권2호
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• pp.83-94
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• 2011

The purpose of this study was to analyze the structural relationships among selection attributes, satisfaction, and loyalty of green tea consumers, including their moderating effect of involvement. Questionnaires were administered to residents of Seoul and Gyeonggi-do province, who were 20 years old and older and who had purchased green tea. A total of 700 questionnaires were distributed, and 658 were finally used in the analysis. SPSS 15.0 and LISREL 8.80 were used for the analysis. Selection attributes had a significant effect on satisfaction, and statistical significance was observed with regard to factors such as marketing, production, sensory evaluation, and brand. No significant direct effect was observed between selection attributes and loyalty. Additionally, satisfaction had a significant effect on loyalty. The marketing factor had a negative effect on satisfaction in both the low- and high-involvement groups. The brand factor had a positive effect on satisfaction in the low involvement group, suggesting that developing and promoting a popular brand is essential. Sensory and utility factors had a positive effect on satisfaction in the high involvement group.

• 한국노년학
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• 제29권1호
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• pp.195-213
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• 2009

본 연구는 실버 소비자들의 친환경 제품에 대해 소비가치가 만족과 신뢰를 통해 충성도로 이어지는 과정을 분석하는데 그 목적이 있다. 대표적인 친환경 제품인 하이브리드 카를 보유하고 있는 미국의 실버 소비자 314명을 대상으로 구조방정식 모형을 이용해서 연구를 수행했다. 분석 결과, 첫째, 실버 소비자들이 지각한 사회적 가치는 친환경 제품에 대한 만족에 영향을 미치는 것으로 나타났으나, 쾌락적 가치는 만족에 영향을 미치지 않은 것으로 나타났다. 둘째, 친환경 제품의 기능적 가치와 친환경적 가치는 친환경 제품에 대한 신뢰에 영향을 미치는 것으로 나타났다. 셋째, 친환경 제품에 대한 만족은 친환경 제품에 대한 신뢰로 이어졌다. 마지막으로 친환경 제품에 대한 신뢰는 친환경 제품에 대한 충성도에 영향을 미치는 것으로 나타났다. 이러한 연구 결과는 실버 소비자들을 대상으로 친환경 제품에 대한 신뢰와 충성도를 제고시키기 위한 다양한 시사점을 제공해준다. 연구를 위해 실버 소비자의 친환경 제품에 대한 소비가치를 도출하였고, 소비가치가 만족, 신뢰, 충성도로 연결되는 메커니즘을 분석함으로써 관계마케팅 차원에서 친환경 마케팅 접근 가능성을 제안했다는 점에서 의미가 있다고 하겠다.

• 한국콘텐츠학회논문지
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• 제22권10호
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• pp.615-626
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• 2022

현재 차산업 분야의 브랜드 구축에 대한 이론적 연구는 비교적 광범위하게 진행되었지만, 조사 결과 브랜드 자산의 측면에서 차산업 브랜드를 연구할 수 있는 관련 이론은 여전히 부족한 것으로 나타났다. 본고는 일조녹차를 연구 대상으로 소비자의 관점에서 일조녹차의 브랜드 자산에 영향을 미치는 요인과 각 요인 간의 관계를 중점적으로 연구한다. 연구 결과에 의하면 소비자의 관점에서 일조녹차의 브랜드 자산은 브랜드 인지도, 지역 연상, 품질 감지, 브랜드 충성도로 구성되고, 차원 간에 일정한 상관관계가 존재하며 각 차원은 브랜드 자산에 영향을 미친다. 브랜드 인지도와 지역 연상 사이에는 현저한 상관관계가 있으며, 브랜드 인지도는 품질 감지에 현저한 영향을 미치지 않는다. 지역 연상은 품질 감지와 브랜드 충성도에 현저한 긍정적 영향을 미치고 브랜드 인지도와 품질 감지는 브랜드 충성도에 현저한 긍정적 영향을 미친다. 본 연구는 해당 분야의 이론 연구 부족을 보완하는 동시에 일조녹차 브랜드 자산의 구축을 위한 이론적 근거와 실천적 지침을 제공할 수 있다.

• 유통과학연구
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• 제12권12호
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• pp.27-41
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• 2014

Purpose - This study examines various reservation service components that would increase customers' brand attachment and loyalty, while discussing how reservation service components would affect the customer behaviors. Research design, data, and methodology - This study theoretically analyzed the hotel package product reservation system, the customer expectations, the brand attachment, and the brand loyalty, while reviewing previous studies. Results - This study analyzed the distribution channels of the hotel package products from various angles and, as for more extensive research, the study explained the different results caused by each different reservation system type that may be preferred by each individual customer. Conclusions - It was confirmed that, of the hotel reservation service components, the convenience factors, the reliability factors, the information factors, and the other factors other than the human factors, have a significant influence on the customer expectations. Further, the study also revealed that the customer expectation has an important effect on the brand attachment. In addition, the study improved the prevailing understanding on the relation between the brand attachment and the brand loyalty.