그린마케팅활동과 브랜드 글로벌성 및 환경행동의 관계구조 탐색과 제언

Proposition of Relationship Between Green Marketing Activities, Brand globality and Environmental Behavior and Green Marketing Activity Case Study*

본 연구에서는 그린마케팅활동을 체계화 하고 이 같은 활동이 소비자의 지각 된 브랜드 글로벌성과 어떠한 관계를 가지는지를 탐색한다. 그린마케팅활동 정도를 여러 국가로 나누어 사례분석하고, 이 활동이 여러 마케팅활동에 어떠한 영향을 미치는지를 탐색하였다. 특히, 그린마케팅활동이 지각된 브랜드 글로벌성으로 이어지는 과정에서 환경인식이나 환경행동이 주요한 조절역할을 한다는 사실을 문헌연구를 통해서 도출한 후, 실무적 활용가능성을 높임과 동시에 연구의 차별성을 확보하였다.

This study is to organize the green marketing activities of companies and to explore how these activities have a relationship with the perceived brand globality of consumers. The degree of green marketing activities was divided into Europe, the United States, Japan, China, and Korea, and a case analysis was conducted and theoretically examined how these activities influenced various marketing activities. In particular, in the process of green marketing activities leading to perceived brand globality, environmental awareness or environmental action plays a major regulatory role. Practical practical applicability has been improved through literature research, while at the same time securing research discrimination. If the existing marketing mix is converted into a green activity and the consumer s perceived brand globality is strengthened based on environmental awareness, it can greatly contribute to strengthening brand trust and brand loyalty.