ISO 14001 기반 환경경영이 고객자산과 구매만족도에 미치는 영향 : 중국의 친환경 제품을 중심으로 = The Impact of ISO 14001?Based Environmental Management on Customer Equity and Purchase Satisfaction

국문 초록 (Abstract)

본 연구는 ESG 경영 중 환경요인(E)에 초점을 맞추어 국제표준인 ISO 14001 기반 환경경영 활동이 고객자산(브랜드 자산, 가치 자산, 관 계 자산)을 매개로 친환경 제품의 구매만족도에 미치는 영향을 실증적으 로 분석하였다. 특히, 기존 연구들이 ISO 14001의 인증 효과나 기업 관 점의 성과 분석에 주로 집중해 온 것과 달리 본 연구는 소비자 인식 기 반의 메커니즘에 주목함으로써 환경경영의 효과성을 보다 소비자 지각 차원에서 규명하고자 하였다. 이를 위해 ISO 14001의 핵심 구성요소인 리더십·기획·운영을 2차 요인으로 구조화하고, 그 하위에 7개의 1차 요인 ① 리더십과 의지표명, ② 환경방침, ③ 조직의 역할 및 책임, ④ 리스크 와 기회조치, ⑤ 환경목표 및 실행계획, ⑥ 운영계획 및 관리, ⑦ 비상상 태 대응 등을 이용해서 구조방정식모형(SEM)을 기반으로 영향 경로를 분석하였다. 이와 같은 요인 구조는 ISO 14001이 제시하는 PDCA 기반 환경경영 체계를 실증 분석에 적합한 형태로 재구성한 것으로 환경경영 활동이 소비자 인식에 어떻게 전이되는지를 체계적으로 파악하는 데 기 여한다. 본 연구는 중국 소비자를 대상으로 온라인 설문조사를 실시하였으며, 총 346부의 유효 표본을 바탕으로 가설을 검정하였다. 분석 결과, ISO 14001 기반 환경경영 요소는 고객자산의 세부 구성요소 모두에 긍정적 영향을 미쳤으며, 종국적으로는 친환경 제품 구매만족도로 이어지는 것 으로 나타났다. 이는 환경경영 활동이 친환경 소비자의 브랜드 자산 형 성뿐만 아니라 제품·서비스에 대한 가치 판단과 관계 자산도 유의미한 영향을 미치는 것으로 보여주는 결과이며, 기업의 환경경영 노력이 단순 한 규범 준수 차원을 넘어 소비자 행동에 실질적 변화를 유발함을 시사 한다. 즉, 환경경영은 소비자 인식을 제고함으로써 구매경험의 만족도를 높이는 심리적 메커니즘을 갖고 있음을 확인하였다. 본 연구는 ISO 14001 환경경영 요소가 소비자의 구매행동에 미치는 영향을 소비자 관점에서 규명하고, 환경경영이 규제 대응을 넘어 브랜드 경쟁우위와 고객 관계 구축의 핵심 전략임을 밝혔다. 특히 친환경 제품 시장에서 환경경영의 효과가 소비자 평가와 행동의 연속적인 변화로 연 결된다는 점을 보여줌으로써 기업이 지속가능경영을 통해 시장성과를 제 고할 수 있는 이론적·실무적 시사점을 동시에 제공한다. 또한 친환경 제 품 시장에서 기업의 환경경영 실행이 시장성과 향상으로 연결될 수 있는 실증적 근거를 제공한다. 더 나아가, 본 연구는 ISO 14001 기반 환경경 영의 소비자 인식 경로를 구조적으로 분석함으로써 향후 ESG 전략 수 립 및 친환경 소비 촉진 정책 연구의 기초자료로 활용될 수 있는 학술적 의의를 갖는다.

다국어 초록 (Multilingual Abstract)

This study empirically examines the influence of ISO 14001–based environmental management activities on purchase satisfaction for green products, focusing on the mediating role of customer equity (brand equity, value equity, and relationship equity). While previous research has primarily emphasized certification effects of ISO 14001 or firm-level financial performance outcomes, this study extends the discussion by exploring the consumer perception–based mechanism through which environmental management generates value. To this end, the core components of ISO 14001—leadership, planning, and operation—were conceptualized as second-order factors, under which seven first-order factors were structured: (1) leadership and commitment, (2) environmental policy, (3) roles and responsibilities, (4) risk and opportunity actions, (5) environmental objectives and planning, (6) operational planning and control, and (7) emergency preparedness and response. Using a structural equation modeling (SEM) approach, this factor structure—reconstructed from the ISO 14001 PDCA-based environmental management system—was applied to analyze the pathways through which environmental management activities are related to consumer perceptions. An online survey targeting Chinese consumers was conducted, and 346 valid responses were used to test the research hypotheses. The analysis revealed that ISO 14001–based environmental management components exerted positive effects on all three dimensions of customer equity, which subsequently led to increased purchase satisfaction for green products. These findings indicate that environmental management enhances consumer trust and strengthens value of products and services and custoner relationship , suggesting that corporate environmental practices not only fulfill regulatory requirements but also induce substantive psychological changes. In other words, environmental management operates through psychological mechanisms that heighten consumer perception and trust, thereby enhancing satisfaction with purchase experiences. This study identifies the influence of ISO 14001 environmental management on consumer purchase satisfaction and demonstrates that ESG management serves as a core strategic mechanism for building brand competitiveness and customer trust beyond regulatory compliance. By illustrating that the effects of environmental management translate into sequential changes in consumer evaluation and behavior within the green product market, this study provides both theoretical and practical implications for enhancing corporate market performance through sustainable management. Furthermore, by structurally analyzing the consumer perception pathways embedded in ISO 14001–based environmental management mechanism, this study offers academic value as foundational data for future ESG strategy development and research on policies to promote eco-friendly product consumption.

목차 (Table of Contents)

• Ⅰ. 서론 ···············································································································1
• 1. 연구 배경 ·······································································································1
• 2. 연구 목적 ·······································································································4
• 3. 연구 문제와 구성 ······················································································· 5
• Ⅱ. 이론적 배경 ··································································································7
• 1. 환경경영과 ISO 14001 ················································································7
• 1.1 ESG 경영 ································································································7
• 1.1.1 ESG 경영 개념 ···············································································7
• 1.1.2 ESG 경영의 선행연구 ·································································10
• 1.2 환경경영 ·································································································14
• 1.2.1 환경경영 개념 ················································································14
• 1.2.2 환경경영의 중요성 ········································································15
• 1.2.3 환경평가 기관 및 기준 ································································17
• 1.3 ISO 14001 ······························································································22
• 1.3.1 ISO 14001 개념 ·············································································22
• 1.3.2 ISO 14001의 적용원리 및 특성 ·················································24
• 1.3.3 ISO 14001 PDCA 사이클 ···························································24
• 1.3.4 ISO 14001의 요구사항 ·································································26
• 2. 중국의 환경경영 ·························································································30
• 2.1 중국의 ISO 14001도입 배경 ······························································30
• 2.2 중국의 GB/T 24001-2016의 특징과 제도적 운영 ························31
• 2.3 중국 기업의 운영사례 ·········································································34
• 3. 친환경 제품 ·································································································39
• 3.1 친환경 제품 개념 ·················································································39
• 3.2 친환경 제품에 대한 소비자 인식 ·····················································39
• 4. 고객자산 ·······································································································48
• 4.1 고객관계관리(CRM) 등장 ··································································48
• 4.2 고객자산 개념 ·······················································································49
• 4.3 고객자산과 환경경영의 연계성 ·························································51
• 5. 친환경 제품의 구매만족도 ·······································································53
• 5.1 구매만족도 이론 ···················································································53
• 5.2 친환경 제품의 구매만족도 개념 ·······················································58
• Ⅲ. 연구모형 수립 및 조사설계 ·································································60
• 1. 연구의 모형 ·································································································60
• 2. 연구가설 ·······································································································62
• 3. 조사설계 ······································································································74
• Ⅳ. 실증분석 ······································································································76
• 1. 표본의 인구통계분석 및 자료 검정 ·······················································76
• 1.1 인구통계학적 특성 ···············································································76
• 1.2 정규성 검정 ···························································································77
• 1.3 탐색적 요인분석 및 신뢰도 ·······························································78
• 2. 1차 요인 확인적 요인분석 ·······································································82
• 2.1 １차 요인 구성개념 타당성 및 내적 일관성 ·································82
• 2.2 １차 요인의 판별타당성 분석 결과 ·················································88
• 3. 2차 요인 확인적 요인분석 ·······································································89
• 3.1 2차 요인 구성개념 타당성 및 내적 일관성 ···································89
• 3.2 2차 요인 판별타당성 분석 결과 ·······················································95
• 4. 구조방정식모형 분석 및 가설검증 ·························································97
• 4.1 연구모형의 적합도 분석 ·····································································97
• 4.2 연구모형의 가설검증 ···········································································98
• 4.3 결과 해석 ·····························································································100
• Ⅴ. 결론 ·············································································································106
• 1. 연구결과의 요약 ·······················································································106
• 2. 연구의 시사점 ···························································································108
• 3. 연구의 한계 및 향후 연구방향 ·····························································110
• 참고 문헌 ········································································································112
• 부 록(설문지) ································································································126
• Abstract ··········································································································138