본 연구는 중국 소비자의 그린기업 혜택 지각에 영향을 미치는 요인이 무엇인지를 알아보고자 하였다. 특히, 중국 소비자의 그린기업 이미지의 조절효과를 중심으로 이들의 그린기업 혜택 지각에 영향을 미치는 요인에 대한 인과모형을 제시하고 공변량구조분석을 이용하여 모형의 타당성검증을 시도하였다. 연구결과 첫째, 중국소비자의 환경문제인식은 그린기업이미지와 그린기업혜택 지각에 유의미한 영향을 미치는 것으로 나타났다. 둘째, 그린기업신뢰는 그린기업이미지와 그린기업혜택 지각에 유의미한 영향을 미치는 것으로 나타났다. 셋째, 그린기업이미지는 그린기업혜택 지각에 유의미한 영향을 미치는 것으로 나타났다. 넷째, 환경문제인식은 그린기업이미지를 매개로하여 그린기업혜택 지각에 유의미한 영향을 미치는 것으로 나타났다. 끝으로, 그린기업신뢰는 그린기업이미지를 매개로 그린기업혜택 지각에 유의미한 영향을 미치는 것으로 나타났다. 이러한 본 연구의 결과는 향후 그린기업들이 중국 소비자들을 대상으로 효과적인 마케팅을 수행하는데 기초자료로서 활용될 수 있을 것으로 기대한다. 또한 중국진출 국내기업들의 그린마케팅 전략을 세우는데 기여할 것이다.
This study to investigate what affects the perception of China Green Companies benefit consumers factors. In particular, we determine the moderating effects of the green corporate image of Chinese consumers and to present causal model between the factors affecting the perception benefits Green Company. Validation of the model was attempted using a covariance structure analysis. The results are as follows. First, Chinese consumer cognition of the green companies had a significant effect on green corporate image and perceived environmental benefits. Second, Chinese consumer trust of green companies had a significant effect on green corporate image and perceived benefit in green businesses. Third, Chinese consumer cognition of green corporate image had a significant effect on perceived benefits in green companies. Fourth, Chinese consumer cognition of the green companies had a significant effect on the perceived benefits green businesses via a green corporate image. Finally, Chinese consumer trust of green companies had a significant effect on businesses perceived benefits via a green corporate image. The results of the study can be used as a basis for an effective marketing consumer future targeting China green companies. It will also contribute in establishing green marketing strategies of domestic companies into China.
강철승 (2005). 環境規制時代의 그린企業經營戰略, 경영학연구, 제37집, 395-416.
김연우, 박종원 (1995). 환경 고려 정도와 지각된 소비자 효율성이 환경상품 구매의사결정에 미치는 효과, 상품학연구, 제12권, 43-60.
김은지, 유두련 (2000). 환경상품 구매행동에관한 연구, 소비자학연구, 11(3), 41-57.
김성옥 (2011). 중국 환경정책의 발전과 특성에 대한 고찰환경정책수단과지역차이를중심으로, 한중사회과학연구, 제9권, 83-111.
대외경제정책연구원 (2012). 중국 국가 환경보호 12․5 규획의 주요 내용과 향후 정책, 14(5), 1-11.
문선정, 이수형 (2012). 그린 구매 의도에 미치는 영향요인에 관한 연구, 환경교육 제3호, 291-301.
이지혜, 서용원 (2013). 중국 환경규제에 따른기업의 대응방안에 관한 연구, 전자무역연구, 11(2), 143-166.
채서일 (2004). 사회과학조사방법론. 서울: 학현사.
한지훈, 이승곤 (2008). 목적지 브랜드개성이관광지이미지에 미치는 영향에 관한 연구, 관광연구, 제1호, 5-18.
曹芳萍, 温玲玉, 蔡明达 (2012). 绿色管理、企业形象与竞争优势关联性研究, 华东经济管理, 26(10), 117-122.
曾宇容，汪洁 (2009). 大学生绿色消费内在机理调查与研究, 消费经济, 5, 56-59.
崔巧环 (2007). 我国施行绿色消费的影响因素及对策分析, 理论导刊, 10, 116-118.
陈庆修 (2009). 绿色经营—企业发展方式的‘颜色革命, 标准科学, 10, 51-55.
陈凯, 郭芬, 赵占波 (2013). 绿色消费行为心理因素的作用机理分析—基于绿色消费行为心理过程的研究视角，企业经济，1, 124-128.
道农研究院 (2010). 中国绿色公司百强报告.
董淑芬 (2009). 培育我国绿色消费模式的对策与建议，生态经济，1, 187-190.
李建勋 (2012). 中国环境税法律制度: 路径依赖与制度选择, 理论月刊, 9, 131-141.
廖家新 (2003). 台湾地区消费者对于绿色产品的认知与购买行为之调查研究，台湾: 高雄师范大学环境教育研究所, 68-76.
何曼青 (2012). 跨国公司绿色战略趋势, 中国外资, 3, 20-32.
万松钱, 鞠芳辉 (2012). 绿色消费中的“态度—行为意向”差距及其政策含义, 东北大学学报(社会科学版), 3, 28-40.
张洁, 徐培培, 桑晓月 (2013). 社会责任导向下的绿色消费行为研究, 中国证券期货, 2, 202-203.
Bagozzi, R. P., & Yi, Y. (1988). On the Evaluation of Structural Equation Models. Journal of the Academy of Marketing Science, 16(1), 74-94.
Balmer, J. M., & Stotvig, S. (1997). Corporate identity and private banking: A review and case study. International Journal of Bank Marketing, 15(5), 169-184.
Bollen, K. A., & Long, J. S. (1993). Testing structural equation models. Newbury Park, CA: Sage.
Chen, Y. S. (2008). “The Drivers of Green Innovation and Green Image-Green Core Competence,” Journal of Business Ethnics, 3, 271-186.
Chen, Y. S. (2010). “The Divers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust,” Journal of Business Ethics, 93(2), 307-319.
Chen, Y. S., & Chang, C. H. (2012). “Enhance Green Purchase Intentions: The Roles of Green Perceived Valus, Green Perceived Risk, and Green Trust,” Green Management Decision, 50(3), 502-520.
Field, A. (2000). Postgraduate statistics: Cluster analysis Retrieved June 6, 2011, from:www.statisticshell.com/cluster.pdf.
Flavian, C., Guinaliu, M., & Torres, E. (2005). “The Influence of Corporate Image on Consumer Trust: A Comparative Analysis in Traditional Versus Internet Banking,” Internet Research, 15(4), 447-470.
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobserved Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
Fornell, C., Tellis, G. J., & Zinkhan, G. M. (1982). Validity assessment: A Structural Equations Approach Using Partial Least Squares. In B. J. Walker et al. (eds.). AMA Educators Proceedings, 405-409, Chicago:American Marketing Association.
Garson, D. (2004). Factor analysis. North Carolina State University.
Ganesan, S. (1994). “Determinants of Long Term Orientation in Buyer-Seller Relationships,”Journal of Marketing, 2, 50-69.
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (2006). Multi variate data analysis. Upper Saddle River, N. J.: Prentice Hall.
Hines, J. M., Hungerford, H. R., & Tomera, A. N. (1986). Analysis andsynthesis of research on responsible environmental behavior:Ametanalysis. Journal of Environmental Education, 2, 1-8.
Hsieh, M. H., Pan S. L., & Setiono, R. (2004). Product, corporate, and country image dimensions and purchase behavior: A multi-country analysis. Journal of the Academy of Marketing Science, 33(3), 250-270.
Kallgren, Carl A., Wendy Wood (1986). “Access to Attitude-Relevant Information in Memory as a Determinant of Attitude-Behavior Consistency,” Journal of Experimental and Social Psychology, 22, 328-338.
Nunnally, J. C. (1978). Psychometric Theory, 2nd ed. New York: McGraw-Hill.
Pashigan, B. P. (1984). The Competitive Advantage of the Inner City, Harvard Business Review.
Patterson, P. G., Spreng, R. A. (1997). “Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business-to-business, services context: an empirical examination”. International Journal of Service Industry Management, 8(5), 414-434.
Porter, M. E., Van der Linde, C. (1995), “Toward a New Conception of the Environment-Competitiveness Relationship”, Journal of Economic Perspective, 9(4), 97-118.
Rhoades, Stephen A. (1995). “Market Share Inequality, the HHI, and Other Measures of the Firm-Composition of a Market,” The Review of Industrial Organization, 10, 657-674.
Vermeir, I., Verbeke, W. (2006). “Sustainable Food Consumption: Exploring The Consumer ‘Attitude. Behavioral Intention’ Gap”, Journal of Agricultural and Environmental Ethics, 19, 169-194.
Wan, H. H., Schell, R. (2007). “Reassessing corporate image: An examination of how image bridges symbolic relationships with behavioral relationships”. Jourinal of Public Relations Research, 19, 25-45.
Zeithaml, V. A. (1998). “Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, 3, 167-177.
.png){kind=logo}
