• Journal of the Korea society of information convergence
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• v.1 no.1
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• pp.55-59
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• 2008

The purpose of this research is to find out about recent marketing environment pertaining to green marketing and corporations' countermeasures in the future. Among other changes in business environment, green marketing has brought big changes in corporations' business strategy. Unlike past business where environment was considered non-relevant to corporate business, green marketing became one of essential and indispensable strategies in modem corporate stratey. Therefore, this research will find out about change in marketing environment and the background of green marketing as well as forecast attitudes of corporations and their future in order to satisfy consumers with various desires who are flooded by information.

• The Research Journal of the Costume Culture
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• v.30 no.2
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• pp.189-207
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• 2022

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.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.3
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• pp.529-539
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• 2010

The environment and green are critical issues for businesses in the $21^{st}$ century. This study examines product assortments of eco-friendly products, green marketing strategies, and the marketability of Trashion products among fashion brands. Data were collected through an interview method from eight fashion brands that were actively conducting green marketing. The general activities of green marketing were to produce eco-friendly products and/or an economical support for environmental groups or green conservation campaigns. Eco-friendly products included organic cotton products, well-being products made of bamboo or beans, goods made of recycled plastic bottles, and Trashion items. The first reason was to improve the brand image, then take social responsibility, and last participate in the environmental movement. However, the price of green products and supplies of eco-friendly fabrics were the most challenging issues for fashion businesses. The marketability of Trashion products was directly opposed and managerial implications for green marketers were discussed.

• Journal of Distribution Science
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• v.14 no.12
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• pp.23-30
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• 2016

Purpose - As socially responsible consumption increases, green marketing emerges as a new philosophy in marketing. A number of companies are now putting forth green marketing strategies. But there is no single definition of "green brand" that can be used interchangeably. In this paper, we attempt to explore the meaning for "green brand," especially in Information and Technology products. Research design, data, and methodology - The author developed qualitative and quantitative research design. In particular, the paper approaches this topic from the Asian consumers' perspective and applies ethical concepts to green brand research. For this, Chinese and Korean consumers were used as consumer segmentation variables to investigate their ethical perspectives. Results - Qualitative research showed that there are several attributes and benefits we need to consider for green brand. Quantitative study showed positive correlations of the two variables: the higher the consumer ethics are, the more they prefer green brands. Conclusions - The current study shows that consumers clearly have a certain propensity toward green brand equity. Thus, marketers should consider the consumers' evaluation about green brands. This paper also proposes that ethics have a close relationship with green brand equity, and companies may use ethics in marketing strategy management.

• Food Science and Preservation
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• v.5 no.2
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• pp.111-117
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• 1998

Biochemical property changes of garlic during various storages and marketing after storage were investigated. Content of enzymatic pyruvic acid increased by room and low temperature storage but decreased by CA and MA storage. Fructan contents decreased rapidly by low temperature storage, but restrained decrement by CA and MA storage. Free sugar increased during storage, but did slowly by room temperature storage. Green pigment development was observed when garlics stored for 90days at low temperature were processed into crushed form. This discoloration was small for garlics stored in CA and MA, and never occurred for room temperature stored garlics. When marketed after storage, content of enzymatic pyruvic acid decreased in garlic stored in room and low temperature storage, but increased in garlics which decreased during CA and MA storage. Fructan contents deceased but free sugar contents continuously increased with marketing period. Green pigment development decreased in crushed garlic after 30days at room temperature marketing, but increased in low temperature marketing with marketing time progress.

• Journal of Digital Convergence
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• v.20 no.5
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• pp.93-98
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• 2022

This research emphasized that the importance of green marketing activities elements such as green product, green price, green place, and green promotion. Moreover, it focused on verifying the effects of these four elements on purchase intention through environmental involvement. To verify this, an empirical analysis was conducted on Chinese consumers who have experienced or are considering purchasing a new energy vehicle. The research results are as follows. First, all four elements of green marketing activities improve environmental involvement. Second, environmental involvement was found to increase the level of purchase intention. Third, environmental involvement has a partial mediating effects in the relationship between the four elements of green marketing activities and purchase intention. Finally, the limitations of this study and future research directions were discussed.

• Industry Promotion Research
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• v.7 no.3
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• pp.9-16
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• 2022

In the midst of increasing interest in the environmental responsibility of companies, this study investigates how eco-friendly activities affect the creation of management performance. To this end, the effect of companies' green marketing on consumers' word-of-mouth intention, the mediating effect of brand reliability, and the moderating effect of consumers' pro-environmental behavior were verified. The results of the collected data analysis are as follows. First, companies' green marketing has a positive (+) effect on consumers' word-of-mouth intention. Second, brand reliability takes a positive (+) mediating role in the relationship between companies' green marketing and consumers' word-of-mouth intention. Third, consumers' pro-environment behavior has a moderating role between Brand Reliability and their word-of-mouth intention. Therefore, companies' eco-friendly strategies and their implementation will help enhance both brand reliability and consumers' word-of-mouth intention. By revealing the effect of companies' eco-friendly strategies and their implementation on brand reliability and consumers' word-of-mouth intention it is meaningful to analyze the relationship between green marketing and the possibility of consumers' spontaneous word-of-mouth intention. The results suggest to companies that it is necessary to establish an eco-friendly marketing strategy for sustainable growth.

• Korean Journal of Organic Agriculture
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• v.19 no.3
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• pp.309-327
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• 2011

The paper analyzed on the level of consumer member's awareness to green marketing strategies (4P's; product, price, place and promotion strategies) of Hansalim specialty shops for environmentally friendly agri-products. For the study, Hansalim-Cheonanasan members had been surveyed. Consumers purchase environmentally friendly agri-products because quality and freshness of those is good. The difference in amount of the average monthly purchase between loyal customers and disloyal customers is about 130,000 won. And customer's awareness is that the first is promotion strategy, the second product strategy, the third place strategy, the last price strategy. The average monthly purchase is related with product strategy in correlations between the 4P's each other. If Hansalim maintains a product strategy, promotes extensively and keeps their product standard, more consumers will purchase Hansalim products because the most important one of effect of green marketing strategies on consumer behavior is products. Hansalim needs to go into action to increase recognition. Some of consumers have misconcepts or don't know about the 4P's well. If Hansalim promotes positively considering interrelationship about 4P's strategies or other strategies, the consumers awareness will be changed more effectively. This study shows that balanced 4P's is better than only one superior strategy because of the correlation amomg green marketing strategies.

• Korean Journal of Organic Agriculture
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• v.12 no.3
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• pp.317-331
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• 2004

Foci of this thesis arc an estimation of willingness to pay and an establishment of green marketing strategics for environment-friendly agricultural products(EFAR). Estimations of willingness to pay for grain, vegetables, fruit and processed food-stuffs arc respectively 20.6%, 20.2%, 19.3% and 17.2% higher than agricultural products produced by conventional farming method. And a green mark6ting mix for EFAP is as follows; Erst, a product strategy focuses on producing safe and high-quality foods by environment-friendly agriculture(EFA) to point to consumer’s health and desire for environmental preservation. Second, in a price strategy, the balance of three factors should be kept, namely the environmental value the true quality as food materials and the price of EFAP. Third, a place strategy is to reduce waste matters, resource and energy uses in marketing chain, and to simplify marketing channels. Also, it is necessary to choose the marketing channel for price discrimination. Fourth, a promotion strategy make use of programs that emphasize the multi-function of EFA.

• Korean Journal of Organic Agriculture
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• v.11 no.4
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• pp.15-37
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• 2003

Recently, production-consumption quantity and market size of environment-friendly agricultural products(EFAP) have been increased. Consumers have demanded food safety and nutrition of EFAP, but in the near future they will need many kinds of item, relatively low price and high quality. So producers have to make an effort for down-cost, increasing items and developing technical know-how, which can be attained by producer/region organization. Correlation coefficient between the recognition degree for certification system and purchasing amounts at a time is higher than other ones. Therefore public information works using the TV and newspaper must be promoted all the more about certification system. And if the consumer’s satisfaction level of EFAP purchased gets higher, the quantity demanded will be increased more. And consumer’s trust on EFAP is derived from certification system or close relation between producers and consumers. Thus the most important thing of marketing strategies for EFAP is continuously to focus on explanation and information works on certification system by region in metropolitan area. Also, it necessary to introduce green marketing principles and apply to strategies item type. Namely those need to establish target market segmentation And marketing strategy stages according to the green degrees of market And commodity.