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JBR-07662; No of Pages 7
Journal of Business Research xxx (2012) xxx–xxx

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Journal of Business Research

Green marketing' functions in building corporate image in the retail setting☆ Eunju Ko a, Yoo Kyung Hwang a, Eun Young Kim b,⁎
a
b

Yonsei University, Department of Clothing & Textiles, Yonsei University, Seoul, Republic of Korea Chungbuk National University, Department of Fashion Design Information, 410 SungBong Ro, Cheongju, Chungbuk, 361763, Republic of Korea

article

info

Article history:
Received 1 November 2010
Received in revised form 1 July 2011
Accepted 1 September 2011
Available online xxxx
Keywords:
Corporate image
Green marketing
Product image
Retailing
Korea

abstract
This study explores the relationship among green marketing, corporate image, and purchase intentions in the retail setting from a consumer perspective. A total of 389 usable questionnaires are obtained from female consumers who are major customer at the selected retailer (e.g., department stores) in Seoul, Korea. Data analysis was conducted using confirmatory factor analysis and structural equation modeling via LISREL 8.8. Findings confirm that corporate images consist of three factors: social responsibility, product image, and corporate reputation. In an estimated model, the green marketing has a direct effect on the social responsibility and product image. In particular, the factor of social responsibility plays an important role as mediator in the effect of green marketing on product or corporate reputation. Of the three factors of corporate image, product image and corporate reputation have a direct effect on purchase intentions, whereas social responsibility has an indirect effect on purchase intentions in the retail setting. This study discusses managerial implications for a strategic marketing performance through building corporate images on a basis of green marketing. © 2012 Elsevier Inc. All rights reserved.

1. Introduction
Today, the world challenged by the disrupting ecosystem concerns about how to utilize environmental and natural resource for accelerating industries with “green” engine. Accordingly, consumers become more socially responsible to the environment, which leads to socially responsible consumption, such as saving energy, buying eco-labeled products, sorting waste or recycling (“Green marketing”, 2010; Haanpää, 2007; Hartmann & Apaolaza-Ibáñez, 2009). As more businesses trade in foreign countries, they see the need to establish their reputation as good citizens in engaged countries (Chapple & Moon, 2005). Further, the increase in global business watchdogs (e.g., NGOs and ethical investment firms) and in standards of business practices has forced companies to be more involved in CSR in the global marketplace (Chapple & Moon, 2005).

Likewise, Korea in Asia is one of the leaders taking the initiative and positioning to capitalize on a shift in policy and growing consumer awareness for green consumption (“Green purchases”, 2009). Particularly, Korean government with vision of “green growth” pays a special attention to environmental sustainability, such as energy saving, green or eco-friendly consumption. Given this situation in the market, more companies than ever before, including department stores such ☆ The authors thank Charles R. Taylor, John A. Murphy Professor of Marketing, Villanova School of Business, Seigyoung Auh, Ph.D., Global Marketing, Thunderbird School of Global Management, and JBR reviewers for reading and comments of an early version of this article.

⁎ Corresponding author.
E-mail addresses: ejko@yonsei.ac.kr (E. Ko), sonamoo602@nate.com (Y.K. Hwang), eunykim@cbnu.ac.kr (E.Y. Kim).

as Lotte, Shinsegae, and Hyundae endeavor to initiate their strategic actions in socially responsible manner with emphasis on the eco-friendly products to facilitate green consumption (“Eco-friendly”, 2010; “Lotte Department Store”, 2009)....
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