How do consumers’ perceptions of brands change? - Investigating a fashion brand’s green marketing, authenticity, and purchase intention in the context of greenwashing - 소비자의 브랜드에 대한 인식은 어떻게 변하는가? - 그린워싱 상황에서 그린 마케팅 활동, 브랜드 진정성, 구매의도를 중심으로 -

곽희승, 박정아, 이현화

언어KOR
URLhttp://db.koreascholar.com/Article/Detail/414123

복식문화연구 (服飾文化硏究)

30권 2호 (2022.04)
pp.189-207

복식문화학회 (The Costume Culture Association)

초록

Fashion companies and brands’ marketing activities focus on resolving environmental problems; however, these companies’ efforts, there are some examples of so-called “greenwashing”. This paper aims to analyze different perceptions of brand authenticity, green marketing, and purchase intention toward the brand before and after exposure to case information about greenwashing. A total of 211 data were gathered and analyzed using SPSS 25.0. Respondents were asked to respond to same questionnaires related to green marketing and the brand authenticity before and after their exposure to greenwashing information. The study participants’ perceptions of green marketing from the brand were statistically significantly negatively changed after exposure compared to before exposure. Similar patterns in results were found in the context of consumers’ perception of brand authenticity (genuineness, originality, and consistency), and purchase intention. The originality of this study is in evaluating consumers’ perception of greenwashing focused on brand authenticity. The findings of the study suggest that if a fashion brand’s green marketing activity is perceived as greenwashing by consumers, the perceptions of green marketing, brand authenticity, and purchase intention can all decline. It is suggested that fashion brands need to develop a sincere and truthful green marketing campaigns to keep and enhance their brand authenticity.

키워드

greenwashing(그린워싱)green marketing(그린 마케팅)brand authenticity (브랜드 진정성)purchase intention(구매의도)eco-friendly(친환경)

Abstract
I. Introduction
II. Literature Review
    1. Green marketing
    2. Greenwahsing
    3. Greenwashing in fashion brands
    4. Brand authenticity
    5. Purchase intention
III. Methods
    1. Research questions
    2. Measures
    3. Data collection and analysis procedure
IV. Results
    1. Characteristics of research participants
    2. Reliability and validity of research variables
    3. Analyses of research questions
V. Conclusion and Implications
References

저자

곽희승(인하대학교 의류디자인학과 학사) | Hee Seung Kwak (B.S., Dept. of Fashion Design & Textiles, Inha University, Korea)
박정아(인하대학교 의류디자인학과 학사) | Jeong Ah Park (B.S., Dept. of Fashion Design & Textiles, Inha University, Korea)
이현화(인하대학교 의류디자인학과 교수) | Hyun-Hwa Lee (Professor, Dept. of Fashion Design & Textiles, Inha University, Korea) Corresponding author

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