• 한국의상디자인학회지
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• 제13권2호
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• pp.121-131
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• 2011

Green Marketing, a response to the serious environment problems of the 21st century, is an important point for trends in both art and fashion. It is a strategy for reminding consumers of the threatening environment problems and to recognize that everyone must take responsibility for these problems. Green marketing is a concept that is the point at issue and social reform movement. The purpose of this study was to find examples of Green Marketing in fashion and classify them into four groups. The results of this study were as follows. First, the terms related to green marketing as related to fashion can be categorized into four areas: 1. Eco-friendly product marketing: product merchandising that usually uses organic materials and green manufacturing processes. 2. Green-communication marketing: PR strategies that use green slogans through deep impression advertising or special promotional events relating reducing, reusing and recycling, etc., with the brand's name. 3. Green environmental-marketing: marketing strategies that is an enlightenment campaign for environmental preservation and sustainable fashion design such as reusing, recycling, and reducing. 4. Cause-related marketing: marketing plans that return profits to society and that take an active part in the causes of the community. It was expected that these types of green marketing strategies would yield positive effects in enhancing brand value and consumer confidence as well as increasing profits.

• 한국의류학회지
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• 제38권3호
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• pp.334-346
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• 2014

Green marketing is efforts to achieve the environmental responsibility in all marketing activities. This study investigates the contribution of SPA fashion brands' green marketing activities to consumers' green behavior and the brands' growth as well as the natural environment. Green marketing activities are classified by product relevance and consumer participation. An online survey is conducted using scenarios developed according to the two (high/low product relevance) by two (high/low consumer participation) research design. Green consuming intention and brand attitude are compared by product relevance and consumer participation. The positive effects of product relevance and consumer participation on green consuming intention are found. The positive effects of consumer participation and the interaction effect of product relevance and consumer participation on brand attitude. Based on the results, this study suggests effective green marketing activities for fashion brands.

• 복식문화연구
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• 제18권5호
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• pp.872-891
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• 2010

This study was an exploratory research to classify the types of green fashion marketing of the fashion companies in South Korea and analyse the present cases of each type. To analyse the current cases of green fashion marketing strategies, we researched all sorts of newspapers, magazines, publications of fashion companies, and web sites from 2008 to 2009. As a result, we categorized 5 types of green fashion marketing as follows ; eco-friendly fabrics (natural fabrics, recycled fabrics, biodegradable fabrics), re-use or re-form(reuse after cleaning and/or repairing and reformation through transformation and combination of raw materials), green certifications(ISO 14001, GOTS, OES, etc.), eco-friendly management and operation, and green marketing promotions. Based on the results, we proposed the green marketing strategies for fashion companies to progress toward the proper direction of green marketing. First of all, companies should escape from the narrow view point limited to the product itself. Then they have to focus on developing and execution of sustainable merchandising, manufacturing, logistics, and waste strategies.

• 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.

• 유통과학연구
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• 제20권4호
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• pp.33-50
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• 2022

Purpose: This pilot study aims to conceptualize a new green marketing mix for retail consumers based on Stimulus-Organism-Response (SOR) model. Moreover, it also aims to conceptualize a testable research model of new green marketing mix with consumers' green purchasing behavior, and to validate the measurement model with traditional as well as modern suggested validating techniques. Research design, data and methodology: A pilot test data from 75 respondents of retail buyers of energy-efficient electric appliances in Pakistan were tested for the confirmatory factor analysis (CFA) by examining a measurement model of the construct through different validation techniques (like Composite Reliability, McDonald's Omega (ω), rho (ρA), HTMT, etc.) as heretofore these scales were not validated through these modern methods. Results: The results revealed that the instrument has a certain degree of reliability and validity through different validating techniques. All the measurement items reach the suggested threshold values. Conclusions: Therefore, this study conceptualized an integrated framework of all the three stakeholders of the environment (government, companies, and public or consumers) to achieve environmental sustainability. Hence, future studies can extend these findings and conduct a full-scale study to establish an empirical relationship between the 5G's of green marketing for retailing businesses and consumers' green purchase behavior.

• The Journal of Asian Finance, Economics and Business
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• 제9권10호
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• pp.73-83
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• 2022

On the underpinning theory of the Resource Based Theory, this research examines the impact of corporate social responsibility and green marketing strategy on business performance with the moderating role balanced scorecard. Corporate social responsibility concentrates on related to government, the environment, customers, and employees. Green marketing strategy concentrates on approaches in terms of green products, green prices, green places, and green promotion. Business performance is measured by groups of indicators financial, and non-financial. The moderating role balanced the scorecard at the financial, customer, process, learning, and growth level. Research results with survey data from 419 managers at different food enterprises in Ho Chi Minh City processed through the structural analysis method, showed that corporate social responsibility has the strongest positive impact on business performance, followed by the green marketing strategy as the second strong positive impact on the business performance and results also showed that the balanced scorecard moderating role increases the level of the strong positive impact of the above relationship. Besides, it also showed the difference in the demographic control variables. Based on the findings, some implications are drawn to help the managers of enterprises improve the moderating role balanced scorecard when implementing corporate social responsibility and green marketing strategies thereby contributing to increasing business performance.

• 디지털융복합연구
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• 제14권12호
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• pp.477-487
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• 2016

이 논문의 목적은 문화적인 측면 및 인종과 관련하여 인도와 중국의 녹색 마케팅의 효과와 경향을 탐구하는 것이다. 이 두 나라는 경제력 측면에서 유망해 보이지만 다른 선진국에 비해 녹색 마케팅에 관한 의식이 부족하다. 여러 가지의 조치가 이러한 국가의 녹색 마케팅에 대한 인식의 증진을 위해 다양한 산업을 통하여 진행되고 있다. 이들 두 나라는 그린 마케팅의 영역에서 빠른 성장을 하고 있으며 그린 마케팅은 선행 연구에서 증명된 문화적 차이를 이용하여 그 방법을 개선해야 한다. 가까운 장래에, 보다 적극적인 녹색 마케팅에 대한 전반적인 환경 인식을 고양시키기 위해 인종에 대한 고려가 절실히 필요하다.

• 산경연구논집
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• 제14권2호
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• pp.11-19
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• 2023

Purpose: This research examines the relationship between green marketing strategy and CSR policy and identifies how companies can leverage this relationship to attract green customers. The conceptual model for this study shows the relevance of companies adopting both green marketing strategies and CSR policies to show how committed they are regarding environmental sustainability and fulfill their responsibilities towards various stakeholders. Research design, data and methodology: This research has conducted the literature content approach and the key measures used for this study were based on mostly peer-reviewed journal articles. Those studies already indicated the high degree of reliability and validity. Consequently, the current researcher removed conference papers into the analysis. Results: This research provides brief suggestions for companies to incorporate the findings of this study into their green marketing strategies and CSR policies. Companies that align their green marketing strategies with their CSR policies, and CSR policies with their customers' values, are more likely to attract environmentally conscious customers and increase their loyalty. Conclusions: This research concludes that there exists a positive relationship between green marketing strategy and CSR policy and the outcomes of this research add to the body of knowledge on how these two concepts can be integrated to achieve business and societal benefits.

• 유통과학연구
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• 제17권10호
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• pp.107-114
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• 2019

Purpose - This is longitudinal research which aims to investigate the meaning of greenness to consumers' behavior. Consumers adopt green marketing as a new factor in product buying and consumption and more and more consumers prefer green product and services. Consumers' green buying behavior can be different from other purchasing experiences. There would be changes in the meaning of green as time passed and it can be different from countries to other countries. This study examines focus group studies with several groups. There is a ten-year gap between 2010 focus group and 2019 focus group interviews. With this ten-year gap, we can find the change of greenness to consumers. Research design, data, and methodology - The data were collected from Turkish, Korean, Kazakhstan people. This is a cross-sectional study and focus group interview was designed. We can gain information relevant to the research problem with using focus group study and get some insights into basic needs and attitudes of green marketing. The subjects for green purchase interviewee were confined to under 40 years old's shoppers regardless of gender. The first study was investigated with several groups in 2010 and the second interview were conducted in 2019. Results - Results show that the meaning of greenness for consumer has changed over time in accordance with the growing accordance of environmental sustainability. Basically, green marketing still means valuable, natural, recycle-able, good for health, clean, smart behavior, essential benefit. The concept of greenness significantly evolved since it was investigated in 2010. It moves away from focusing on specific environmental issues to considering global sustainability issues. Especially we found that greenness can be related with globalization, higher education, social status at the 2019 interview. Conclusions - This paper attempted to confirm the green marketing is essential and expands its meaning to various aspect. Usually, we can think green marketing is everywhere, therefore, people don't care about green issues in real. But consumers are adopting green marketing more and more, it can be a means to attract potential consumers. Therefore, companies should provide enough greenness information for people and they might apply greenness communication to attract potential customers.

• The Journal of Asian Finance, Economics and Business
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• 제8권5호
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• pp.433-444
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• 2021

The study seeks to identify the factors affecting the green marketing element of students' food purchasing decision at Co-opMart supermarket chain in Ho Chi Minh City through the application of a mix of qualitative and quantitative research methods that include probability sampling and convenient sampling of 400 students from Ho Chi Minh City University of Technology (HUTECH). The data are analyzed with SPSS software using Cronbach's Alpha, Exploratory Factor Analysis, Multiple Linear Regression and PATH model to test the model through the intermediate variable 'student's perception' and the hypotheses, identifying the green marketing effects on HUTECH students' food purchasing decisions at Ho Chi Minh City Co-opMart supermarket chain. The results of the study identify four factors of the green marketing mix (4Cs), namely, green commodity, green cost, green convenience, and green communication. All these factors have an influence on the student's food purchasing decision at Co-opMart supermarket. Cost is the strongest factor eliciting student's interest in purchasing green products, followed by convenience, then communication. Commodity has the least impact on green purchasing decision. This study proposes some feasible solutions for Co-opMart managers to attract more students using green food in the complex situation of contaminated food, which is extremely harmful to consumers' health.