중국 패션기업의 그린마케팅 전략이 브랜드 이미지 및 구매의도에 미치는 영향 : 그린 태도를 매개효과로 = The Influence of Green Marketing Strategies ofChinese Fashion Companies on Brand Image andpurchase intention

다국어 초록 (Multilingual Abstract)

Nowadays, new energy and new materials are being developed to
solve various environmental problems and resource shortages, but
safety and efficacy are required to be verified. In this situation, the
importance of energy saving and eco-friendliness, personal health and
psychological health is increasing in a social situation where energy
conservation and eco-friendliness, health and safety are more
concerned.
Since the end of 1970, green marketing has become an important
topic from a global business perspective, and “green fashion” has
emerged as a topic in the fashion industry. With this social background,
consumers have become interested in the safety and health of their
products, and they are starting to have a need for products with
eco-friendly characteristics that can minimize environmental pollution
when reused or recycled or disposed of.
The production and sales process of green fashion products is
energy-saving and eco-friendly, but it starts with a human-centered ideology,
and it is considered that it has a good market prospect to
meet changing social and consumer demands. However, in order to
disseminate green fashion products, proper marketing is necessary, and
for the success of marketing strategies, it is necessary to understand
consumers' green attitudes, perceptions of various green marketing
strategies, and purchase intentions of green fashion products to create
a strong brand image to grow the company I can promise.
Today's Chinese college students are z generations who have grown
up in a rich material environment with a higher standard of living than
their past parents, and care and care about their quality of life. . Also,
from a consumption point of view, it is considered to be an important
consumer of green fashion products because of its strong sense of
social responsibility and environmental protection.
Research on green marketing and green fashion has made a lot of
progress in recent years, but research has been conducted on college
students' green attitude, degree of perception of green marketing,
views on green brand image, and how many green fashion products
they want to purchase. Insufficient and more diverse research is
needed.
Therefore, this study targeted university students in Shanghai, China,
to find out about the impact of Chinese fashion companies' green
marketing strategy on brand image and purchase intention. The purpose
of this study is to grasp the green fashion brand image formed by the
degree of perception of a company's green marketing and purchase
intention for green fashion products as a mediating effect.
The results of the study aim to provide data to the green fashion
industry and companies.
The contents of this study are as follows.
First, in the theoretical background, through the previous research,
we will learn about the concepts of green marketing, green fashion,
green attitude, brand image, and purchase intention.
Second, grasp the relationship between green marketing strategies and green attitudes of fashion companies for college students.
Third, the relationship between green strategy, green fashion
company brand addition, the green marketing of fashion companies was found to have
a positive effect on the purchase intention of green fashion products
through the mediating effect of green attitude. That is, the higher the
consumer's perception of the green marketing strategy, the higher the
intention to purchase green fashion products.
Fourth, the brand image of green companies and the intention to
purchase green fashion products of fashion companies were found to
have positive effects on each other.
In this study, the basis of green marketing is green products, but in
the process of disseminating green products and consumption ideology,
you must be cautious in marketing mix such as price, channel, and
promotion strategy to positively affect consumers' green attitude and
brand image. Suggests that
The limitation of this study was that the questionnaire first written in
Korean was translated into Chinese, so it was difficult to fully apply
the nuances of translation and the study was conducted only for
university students in Shanghai, China. It is judged that caution is
necessary to generalize the results.image and green fashion product purchase intention for
college students will be examined.
Fourth, if fashion companies' green marketing strategies are based on
attitudes toward college students as green parameters, it is determined
whether there is a mutual influence between corporate brand image
and purchase intention.
In addition, frequency analysis, factor analysis, reliability analysis,
correlation analysis, and covariate structure analysis were performed
using SPSS and AMOS to analyze research results to establish an
effective marketing strategy. The survey was collected from the
Internet.
For empirical analysis, surveys were conducted on the questionnaire
response method for college students in Shanghai City from March 1,
2020 to March 10, 2020, and a total of 300 copies of questionnaires
were distributed and 290 copies were collected. 290 copies were used
as data.
The summary of this study is as follows.
First, it was found that college students in Shanghai have an active
influence on the green attitude of fashion company green marketing.
That is, as the degree of perception of consumers' green marketing
strategy increased, the green attitude of consumers increased.
Second, green marketing of fashion companies was found to positively
affect the brand image of green companies. In addition, it was shown
that fashion marketing green marketing actively influences the brand
image of green companies through the mediating effect of green
attitude. In other words, it was found that the higher the consumer's
perception of the green marketing strategy, the higher the green
company's brand image.
Third, green marketing of fashion companies was found to have a
positive effect on purchase intentions of green fashion products. In addition,
the green marketing of fashion companies was found to have
a positive effect on the purchase intention of green fashion products
through the mediating effect of green attitude. That is, the higher the
consumer's perception of the green marketing strategy, the higher the
intention to purchase green fashion products.
Fourth, the brand image of green companies and the intention to
purchase green fashion products of fashion companies were found to
have positive effects on each other.
In this study, the basis of green marketing is green products, but in
the process of disseminating green products and consumption ideology,
you must be cautious in marketing mix such as price, channel, and
promotion strategy to positively affect consumers' green attitude and
brand image. Suggests that
The limitation of this study was that the questionnaire first written in
Korean was translated into Chinese, so it was difficult to fully apply
the nuances of translation and the study was conducted only for
university students in Shanghai, China. It is judged that caution is
necessary to generalize the results.

국문 초록 (Abstract)

각종 환경문제와 자원난이 끊이지 않고 있는 현재, 환경자원 문제를
해결하기 위해 신에너지와 신소재가 개발되고 있지만 안전성과 효능에
대한 내용은 검증이 요구된다. 이런 상황에서 에너지 절약과 친환경, 개
인의 건강과 심리적 건강에 대한 중요성은 갈수록 커지고 있다.
1970년 말부터 그린 마케팅이 세계적 비즈니스 관점에서 핵심 주제로
관심을 가지게 되면서 패션업계에서도 “그린 패션”이 화두가 되었다.
이러한 사회적 배경에 따라 소비자들도 제품에 대한 안전과 건강에 관심
을 가지게 되었다. 이로 인하여 재사용 또는 재활용, 폐기 시 환경오염
을 최소화 할 수 있는 친환경적인 특성을 지닌 제품을 선호하게 되었다.
그린 패션제품의 생산과 판매 과정은 에너지를 절약하고 친환경적이면
서 인간중심적 이념에서 출발하고 있으며 변화하는 사회 요구 및 소비자
의 요구를 충족시킬 수 있는 전망 있는 시장을 형성할 것으로 본다. 그
러나 그린 패션제품을 보급하기 위해서는 적절한 마케팅이 필요하며 마
케팅전략의 성공을 위하여 소비자들의 그린 태도와 다양한 그린 마케팅
전략에 대한 지각과 그린 패션제품 구매의도를 파악, 구축하는 것이 기
업의 성장에 도움이 될 수 있다.
오늘날의 중국 대학생들은 과거 부모세대보다 생활수준이 높아지면서
풍부한 물질적 환경에서 성장한 z세대이며 자신의 삶의 질에 대한 관심,
건강관리, 에너지 절약과 친환경의 의식을 중요한 가치관으로 생각한다.
또한 소비의 관점에서 볼 때 사회적 책임감과 환경 보호 의식이 강하기
때문에 그린 패션제품의 중요한 소비층이 될 수 있다고 판단된다.
최근 몇 년간 그린 마케팅과 그린 패션에 관한 연구는 많은 진전을 이
루었지만, 대학생들의 그린 태도, 그린 마케팅에 대한 지각의 정도, 그린
브랜드 이미지에 대한 견해, 그리고 얼마나 많은 그린 패션제품을 구매
하는지에 대해서는 연구가 미흡하며 더 다양한 관점에서 연구가 필요하
다.
이에 본 연구는 중국 대학생을 대상으로 하여, 중국 패션기업의 그린
마케팅 전략이 브랜드 이미지 및 구매의도에 미치는 영향에 대해 알아보
기로 한다. 중국 상하이(上海)시의 대학생 소비자를 대상으로, 대학생들
이 패션기업의 그린 마케팅에 대한 지각 정도에 의해 형성된 그린 패션
브랜드 이미지 및 그린 패션제품에 대한 구매의도와 그린 태도를 매개효
과로 하여 파악하고자 한다. 연구의 결과는 그린 패션 산업 및 기업에
데이터를 제공함을 목적으로 한다. 본 연구의 내용은 다음과 같다.
첫째, 이론적인 배경에서, 선행 연구를 통해 그린 마케팅, 그린 패션,
그린 태도, 브랜드 이미지, 구매의도의 개념에 대해 알아본다.
둘째, 대학생들을 대상으로 패션기업들의 그린 마케팅 전략과 그린 태
도간의 관계를 파악한다.
셋째, 대학생들을 상대로 그린 전략, 그린 패션기업의 브랜드 이미지와
그린 패션제품 구매의도간의 관계를 알아본다.
넷째, 대학생을 대상으로 그린 태도를 매개변수로 패션기업들이 그린
마케팅 전략을 펴는 경우 기업 브랜드 이미지와 구매의도 간에 상호 영
향을 미치는 지 파악한다.
또한 효과적인 마케팅 전략을 수립하기 위한 조사 결과를 분석하기 위
해 SPSS와 AMOS를 이용하여 빈도분석, 요인분석, 신뢰도분석, 상관관계
분석, 공변량구조분석을 실시하였다. 설문조사는 인터넷에서 수집하였다.
실증분석을 위해서 2020년 3월 1일부터 2020년 3월 10일 기간 동안에
상하이(上海)시 대학생을 대상으로 설문지 응답방식으로 조사하였으며,
총 300부의 설문지를 배포하여 290부가 회수 되었고 최종 분석에도 총
290부가 자료로서 사용되었다.
본 연구 결론 요약하면 다음과 같다.
첫째, 상하이(上海)시의 대학생들은 패션기업 그린마케팅의 그린태도에 적극적인
영향을 미치는 것으로 나타났다. 즉 소비자의 그린 마케팅 전 략에 대한
지각정도가 높아질수록 소비자의 그린태도가 높아짐을 알 수 있었다.
둘째, 패션기업 그린마케팅은 그린 기업의 브랜드 이미지에 영향을 적
극적으로 미치는 것으로 나타났다. 또한 패션기업 그린마케팅은 그린태
도를 매개효과로 그린 기업의 브랜드 이미지에 적극적인 영향을 미치는
것으로 나타났다. 즉 소비자의 그린 마케팅 전략에 대한 지각정도가 높
아질수록 그린 기업의 브랜드 이미지가 높아짐을 알 수 있었다.
셋째, 패션기업 그린마케팅은 그린 패션제품 구매의도에 적극적인 영
향을 미치는 것으로 나타났다. 또한 패션기업 그린마케팅은 그린태도를
매개효과로 그린 패션제품 구매의도에 적극적인 영향을 미치는 것으로
나타났다. 즉 소비자의 그린 마케팅 전략에 대한 지각정도가 높아질수록
그린 패션제품 구매의도가 높아짐을 알 수 있었다.
넷째, 그린 기업의 브랜드 이미지와 패션기업 그린 패션제품 구매의도
는 서로 적극적인 영향을 미치는 것으로 나타났다.
본 연구에서는 그린 마케팅의 기반이 그린 제품에 있지만, 그린 제품
과 소비 이념을 보급하는 과정에서도 소비자의 그린 태도와 브랜드 이미
지에 긍정적인 영향을 미칠 수 있도록 가격과 경로, 촉진 전략 등 마케
팅믹스에 신중해야 한다는 점을 시사하고 있다.
본 연구에서의 한계는 한국어로 먼저 작성된 설문지를 중국어의 번역
하여 작성하였기에 번역상의 뉘앙스적인 의미를 완전히 적용시키는 것이
곤란했던 점과 조사 대상을 중국의 상하이(上海)시의 대학생만을 한정하
여 실시하였기에 연구결과의 일반화에는 주의가 필요하다고 판단된다.

목차 (Table of Contents)

• Ⅰ. 서 론 ·········································································································1
• 1. 연구의 배경 ·································································································1
• 2. 연구의 목적 ··································································································4
• Ⅱ. 이론적 배경 ································································································6
• 1. 브랜드 이미지 ····························································································6
• 2. 구매의도 ······································································································16
• 3. 소비자의 그린태도 ····················································································24
• 4. 그린마케팅의 이론적 배경 ····································································35
• 5. 중국 패션기업의 그린마케팅 4P전략 ··················································54
• Ⅲ. 연구모형 및 연구방법 ········································································60
• 1. 연구모형 ······································································································60
• 2. 연구가설 ······································································································62
• 3. 연구대상 ······································································································65
• 4. 측정도구 ······································································································65
• 5. 자료수집 및 분석방법 ··············································································69
• Ⅳ. 연구결과 ····················································································70
• 1. 조사대상자의 인구통계학적 특성 ························································70
• 2. 측정도구 변인의 신뢰성 및 타당성 분석 ············································72
• 3. 측정도구 변인의 확인적 요인 분석 ······················································75
• 4. 측정도구 변인에 대한 상관관계 분석 ··················································80
• 5. 구조방정식 분석에 의한 각 변인에 대한 가설 검증 ·······························81
• Ⅴ. 결론 ··············································································································89
• 1. 연구결과의 요약 및 결론 ········································································89
• 2. 제언 ··············································································································91
• 참고문헌
• 부록(설문지-한국/中文)
• Abstract