그린워싱이 그린 브랜드 충성도에 미치는 영향 : 그린 회의주의, 그린 속성 투명성, 그린 브랜드 이미지, 그린 브랜드 신뢰를 중심으로

초록

The purpose of this study is to test the hypothesized relationship between greenwashing and green skepticism and green attribute transparency. This study also investigates the relationship between green skeptism and green brand image and green brand trust, which in turn lead to green brand loyalty. This study also explores the relationship between green attribute transparency and green brand image and green brand trust, which in turn lead to green brand loyalty. To test the proposed hypotheses, this study collected data from 223 actual users of green cosmetics products. The findings show that most of hypotheses were accepted except for the relationship between green attribute transparency and green brand image and green brand trust. The findings confirm that greenwashing increases green skepticism, which in turn decreases green brand image, green brand trust, and finally green brand loyalty. Marketing manager, therefore, could reduce greenwashing and then green skepticism and thus increase green brand image, green brand trust, and green brand loyalty.

키워드