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The Difference in Brand Attitude and Green Consumption Intention by SPA Brands' Green Marketing

SPA 브랜드의 녹색 마케팅에 따른 브랜드 태도와 녹색 소비행동의도의 차이

  • Youn, Chorong (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University)
  • Received : 2013.12.04
  • Accepted : 2014.06.10
  • Published : 2014.06.30

Abstract

Green marketing is efforts to achieve the environmental responsibility in all marketing activities. This study investigates the contribution of SPA fashion brands' green marketing activities to consumers' green behavior and the brands' growth as well as the natural environment. Green marketing activities are classified by product relevance and consumer participation. An online survey is conducted using scenarios developed according to the two (high/low product relevance) by two (high/low consumer participation) research design. Green consuming intention and brand attitude are compared by product relevance and consumer participation. The positive effects of product relevance and consumer participation on green consuming intention are found. The positive effects of consumer participation and the interaction effect of product relevance and consumer participation on brand attitude. Based on the results, this study suggests effective green marketing activities for fashion brands.

Acknowledgement

Supported by : 한국연구재단

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