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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 유통과학연구 유통과학연구 제17권 제10호
발행연도
2019.1
수록면
107 - 114 (8page)

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초록· 키워드

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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.

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참고문헌 (32)

참고문헌 신청
Aaker, D. / 1996 / Building Strong Brands / The Free Press google schola Banerjee, Subhabrata / 1995 / Shades of Green: A Multidimensional Analysis of Environmental Advertising / Journal of Advertising 24(2):21~31 google schola Barbarossa, C. / 2017 / Personal values, green self-identity and electric car adoption / Ecological Economics 140:190~200 google schola Chen, Y. / 2010 / The Drivers of Green Brand Equity : Green Brand Image, Green Satisfaction, and Green Trust / Journal of Business Ethics 93(2):307~319 google schola Dangelico, R. M. / 2010 / Mainstreaming green product innovation : Why and how companies integrate environmental sustainability / Journal of Business Ethics 95(3):471~486 google schola

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