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논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 저널정보
- 한국조리학회 Culinary Science & Hospitality Research Culinary Science & Hospitality Research Vol.30 No.3(Wn.164)
- 발행연도
- 2024.3
- 수록면
- 89 - 106 (18page)
- DOI
- 10.20878/cshr.2024.30.3.008
이용수
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초록· 키워드
오류제보하기
Greenwashing is known to have a serious impact on consumers" emotion and attitude, ultimately affecting negatively food purchase behavior and word-of-mouth intentions. In the context of food service industry, we examined the structural relationships between greenwashing, green word-of-mouth, and green purchase behavioral intention focusing on the moderated mediation of unfairness perception and green risk perception by corporate trust. For this study, the survey was conducted to those who had experienced greenwashing in food advertising and 317 valid questionnaires were returned. As a result of the study, firstly, greenwashing was found to have a negative effect on consumers" WOM and green purchase behavior intention and increase their unfairness perception and green risk perception. Secondly, both unfairness perception and green risk perception also negatively affect WOM and green purchase behavior intention. Lastly, corporate trust was found to moderate the mediation effects of unfairness perception and green risk perception in the relationships between greenwashing and WOM and green purchase behavior intention. Many implications for food companies were presented regarding the negative effects of greenwashing.
목차
ABSTRACT
1. 서론
2. 이론적 배경
3. 연구방법
4. 실증분석
5. 결론 및 시사점
REFERENCES
참고문헌 (104)
참고문헌 신청
Adams, J. S., & Freedman, S. (1976). Equity theory revisited: Comments and annotated bibliography. Advances in Experimental Social Psychology, 9, 43-90.
Anderson, E. W. (1998). Customer satisfaction and word of mouth. Journal of Service Research, 1(1), 5-17.
Antonetti, P., & Maklan, S. (2016). An extended model of moral outrage at corporate social irresponsibility. Journal of Business Ethics, 135(3), 429-444.
Baek, S. (2021). A study on the relationship between social contribution activities of food companies and corporate trust, brand image, and intention to pay premium prices (Master’s thesis). Kyung Hee University.
Baghi, I., & Antonetti, P. (2021). The higher they climb, the harder they fall: the role of self‐brand connectedness in consumer responses to corporate social responsibility hypocrisy. Corporate Social Responsibility and Environmental Management, 28(4), 1216-1230.
Anderson, E. W. (1998). Customer satisfaction and word of mouth. Journal of Service Research, 1(1), 5-17.
Antonetti, P., & Maklan, S. (2016). An extended model of moral outrage at corporate social irresponsibility. Journal of Business Ethics, 135(3), 429-444.
Baek, S. (2021). A study on the relationship between social contribution activities of food companies and corporate trust, brand image, and intention to pay premium prices (Master’s thesis). Kyung Hee University.
Baghi, I., & Antonetti, P. (2021). The higher they climb, the harder they fall: the role of self‐brand connectedness in consumer responses to corporate social responsibility hypocrisy. Corporate Social Responsibility and Environmental Management, 28(4), 1216-1230.
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