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.
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