Consumer interest in eco-friendly fashion products has been consistent. While most relevant research emphasizes individual morals and environmental concern as the most crucial determinants to eco-friendly consumption behavior, more recent studies point out that in so doing there has been somewhat a neglectance on the importance of fundamental marketing strategies. More specifically, the crucial role of interior colors in fashion retail stores has been managerially considered something certain yet no empirical results have been found to support such a strong managerial assumption. For instance, colors such as green, blue, and brown are believed to represent natural images and are more appropriate to the eco-friendly marketing and the relevant research has been lacking. Therefore, this study attempts to explore the effect of in-store interior design colors (green versus non-green) on consumer perception of green store images. A total of 382 respondents were gathered for an online survey using differing store images as the stimulus and used for testing hypotheses. In the results, respondents exposed to store images using green interior colors reported a higher evaluation of green store image of the store. The effect is found to be significantly moderated by respondent’s environmental concern: to explain, respondents of high environmental concern are less influenced by green color interiors when they evaluate the brand’s eco-friendly image. In sum, the positive influence of green interior colors on green store image is found statistically significant, with its stronger effect for consumers of low concern. Managerial and academic discussions are provided.

The market for environmentally friendly or ‘green’ products has increased substantially over the last ten years (Willer and Kilcher, 2010). Both brand manufacturers and retailers are increasingly, and successfully, incorporating environmental and social issues in their brands (Aouina Mejri and Bhatli, 2014; Chkanikova and Lehner, in press; Gleim et al., 2013). Given the increasing importance of ‘green’ branding, the current study examines the role of key drivers (i.e., brand equity, store image and product familiarity) in the consumption of green brands. Moreover, since previous studies found that positive evaluations of a specific brand led to more positive buying behavior for the green product concept in general (Bartels and Hoogendam, 2011), in the current study we also assess the impact of these key drivers on green consumption in general. Finally, by explicitly distinguishing between store brands and national brands, we try to determine whether these relationships differ between these two types of brands in a green context. To test these effects, we used a panel study among consumers in Australia, Canada, Germany, the Netherlands, and the U.S.. For each country, we used one national brand and one or two store brands. Respondents randomly received one of these brands to evaluate. This process resulted in 404 respondents for store brands and 302 respondents for national brands. Results show that store image and brand equity have a direct effect on the consumption of green store brands and green national brands. In addition, we found that for both store and national brands, the relationship between brand equity and green brand consumption is partially mediated by the perceived image of the store where that brand is sold. Furthermore, for national brands, a positive store image also leads to an increase in green consumption behavior in general, which is not the case for store brands. Finally, for national brands, there is a clear relationship between product familiarity and brand consumption, whereas this is not the case for store brands.

본 연구는 새롭게 조명되고 있는 실내 벽면녹화 공간화의 영역확대와 복합적이고 다 학문적 관점으로써 관람자 선호요인을 파악하여 실내 공간디자인에 관련한 다양한 정보를 구축하고자 하는 시도이다. 실내 벽면녹화의 사례를 자극물로 선정하여 관람자 선호시점에 대한 요인의 상호 상관 관계성을 구체적이고 개별적 특성으로 추출해냄으로써 폭 넓게 확산되고 있는 실내 벽면녹화 공간영역의 적용 가능성을 제안하였다. 요인분석 결과 관람자들은 자극물에 대해 '쾌적한, 멋진, 풍요로운'의 3가지 차원으로 구분하여 인지하고, 선호도와 상관관계가 높은 형용사 이미지 언어는 '시원한, 깔끔한, 자연스러운, 편안한, 아름다운' 이다. 자극물에 대한 선호디자인 요소의 공통되는 중요도는 색채>구성요소>이미지 형태 식물특성 순으로 나타났으며, 구체적인 디자인 수준별 요소는 대비조>가구>모던 중심형 넝쿨성 관엽식물 순으로 선호되는 것으로 나타났다. 한편 본 연구는 실내 벽면녹화디자인의 정량적 측정에 관련한 프로세스를 제안함으로써 새로운 디자인방향제시의 기회를 갖는데 의의를 두고 있으며, 신뢰도를 높이기 위한 지속적인 검증 연구가 필요하다고 본다.

The purpose of this research was to identify the difference between expected and actual corporate image in the market and to verify the possibility of green-oriented corporate identity (CI) visual design as a useful method for communicating with consumers. In addition, this research suggests how green-oriented CI visual design can effectively convey corporate image to consumers. The methods of research used to achieve this aim were case studies and questionnaire surveys. In regard to the results, the difference between consumers'perceived favourable corporate image and companies' expectation about corporate image was found. Moreover, the results show that green-oriented visual identity (VI) design can improve corporate image. In turn, the gap between the expected and actual perception of corporate image can be decreased through green-oriented design. Based on these results, a method of effective development for green-oriented VI design is recommended.

This study analyzed the questionnaire of 279 participants which counted 26 cases out of total 305 participants. It is organized to find out the influence of indoor-plants for green interior of psychological effect, general awareness and the color or shape of indoor-plants in dining/living area to the preference of consumers and emotional image. 74.6% of participants had the experience of purchasing the indoor-plants for green interior. As the result of general awareness of green interior, the most important factor when the green interior was organized was the shape of plants and the most selected possible amount of investment to the installation was less than 100,000 won which is not high enough. As the result of investigation on participant’s awareness of effect of indoor-plant, 99.3% of participants which was the highest portion answered ‘Indoor-plants improve the psychological stability’ from the selection of five kinds of indoor-plant’s effects. More than 50% of participants showed high interests to the green interior in dining/living area as they selected ‘Preferred’. Decoration of cut-flower and eruption are preferred as the design of dining area. The preference order of 5 types of colors for green interior was white> green> pink> yellow> red and showed significant difference. As the result of investigation on color sensitivity of green-interior area with Standard Deviation method, white and green stimulus group highly shows the emotion of “Clam” and “Comfortable”. In addition, red and pink stimulus group feels hard the emotion, “Fancy”. Cut flower decoration was highly preferred when living area is decorated with 76.6%. Also, there was significant difference in the shapes of green interior in living area with the order of horizontal> round>vertical. According to the result of study on emotional difference with green interior of living area with Standard Deviation, horizontal way has “Calm”, “Comfortable” while vertical provides “Heavy” and “Strong”. This study tries to provide the useful and positive possibility of design direction and improvement of consumption of indoor green-interior by understanding of psychological effect and awareness of indoor-plan.

This study analyzed how the brand image elements influenced upon forming the brand trust and the brand loyalty of the ‘Sky Green’ the joint agricultural product brand Cheonan, Chungnam. The brand image was classified into functional image, symbolical image and origin - associated image. And what element of the brand image element influences upon forming the brand image loyalty by the consumers who are using ‘Sky Green’. In the analysis results, the functional image, symbolical image and the image associated with the origin have influenced on forming the brand trust and the brand loyalty. All variables composing the brand image have positive influences on both brand trust and brand loyalty. It means that brand image influences on brand loyalty directly but the greater influence can be exerted through the effects of the parameter of brand trust.

Even if people living well-being need more green space and green experience in urban area, there is not enough open space like trees and forests. It may be caused by which the image elements of city are focalized only on physical elements like buildings, structures, etc. since Lynch's 'the image of the city'. This study tries to create new green image elements instead of the physical city image elements of Lynch style. For making new green elements it is used symbol, image, and meaning of trees abtained from results of reviewing in arts, music, religion, literature, myth, etc. The 5 new green image elements are water, isolated trees, green corridors, forests, and forest cultural event. Water is origin of all green lives, isolated trees are natural monuments(trees) and big trees, green corridors are street trees and green way, forests are woodland in city, parks, and village forests, and forest cultural event is events related to forest culture.