그린마케팅 지향성 및 핵심가치의 선행변수와 성과변수 = Green marketing orientation and it's core value : antecedents and consequences

다국어 초록 (Multilingual Abstract)

In recent years, environmentalism, or the green movement, has grown in relative strength as a mainstream concern in the global world. Numerous aspects of daily life, such as politics, consumerism, technology, product purchases and consumption, marketing, manufacturing, and resources, are affected by the green movement. The green movement has also begun to receive more attention by corporate managers. Now, green marketing involves a diverse range of issues that have evolved since its initial conception in the early 1970s. Green marketing is a complex tool that must be integrated across all organizational areas and activities if it is to be successfully implemented and achieve long-term benefits. Clearly, green marketing is becoming a part and parcel of the overall strategy.
Especially in Korea, most of the companies have realized the importance of green marketing and begun to do the researches to develop green marketing strategies. However, there is no clear evidence regarding the effectiveness of corporate green marketing strategies. Therefore, the thesis is going to explore the relationship among green marketing strategy, corporate performances and corporate responsibilities. This paper will also focus on how green marketing oriented strategy influence market environment, market structure and corporate internal management.
After literature review, a research model which includes five parts, such as attractiveness of green-oriented market, green marketing capability, green marketing orientation, core value, and marketing performance, was developed. The hypotheses are concluded as following:
H1: Attractiveness of green-oriented market is related positively to green marketing orientation.
H2: Attractiveness of green-oriented market is related negatively to green marketing core value.
H3: Green marketing capability is related positively to green marketing orientation.
H4: Green marketing capability is related positively to green marketing core value.
H5: Green marketing orientation is related positively to green marketing core value.
H6: Green marketing orientation is related positively to marketing performance.
H7: Green marketing core value is related positively to marketing performance.
3,000 questionnaires for the survey were delivered to ecological companies, and 270 of them were returned. A total of 257 completed questionnaires were used for the analysis. For data analysis, research methods, such as confirmative factor analysis, reliability test, and structural equation models etc., were used through SPSS 12.0 and LISREL 8.3.
The results for this research are as follow:
First, Attractiveness of green-oriented market and green marketing capability were found to have significantly positive relationship with green marketing orientation. Market structure was found to have significant relationship with green marketing orientation. Among Attractiveness of green-oriented market and green marketing capability, market turbulence, market attraction, marketing competence, top manager’s market sensitivity and corporate environment management affect green marketing orientation significantly.
Second, Attractiveness of green-oriented market was found to negatively influence green marketing core value, on the contrary, green marketing capability was found to have positive relationship with green marketing core value. Among Attractiveness of green-oriented market, market turbulence and market attraction are the significant factors which can influence marketing responsibility value.
Third, marketing orientation was found to have significantly positive relationship with marketing responsibility value and marketing performance. Among green marketing orientation, green product development, green pricing, green logistics and green promotion are the important factors which can influence marketing performance.
Forth, green marketing core value was found to positively influence marketing performance. For increasing green marketing core value, corporation’s social responsibility and corporate belief should be improved.
This paper validated that green marketing can significantly affect marketing performance, and explored the factors which can influence green marketing strategy. Through the results of this paper, managers should consider the market environment, corporate internal environment before implicating green marketing strategy. And also, because of the significant relationship between green marketing strategy and marketing performance, green marketing strategy can be an orientation to drive other marketing strategic activities, such as product development, pricing, promotion, logistics and so on.
Our understanding of green marketing is still in its infancy. For the further research, marketing scholars and marketers should focus on the holistic business strategy and public policy issues.

국문 초록 (Abstract)

환경보호와 공해문제는 오늘날 기업의 경영활동은 물론 기업의 유지·발전에 직접적으로 영향을 미치기도 하고, 제약요인으로 작용하기도 한다. 더욱이 공해문제는 소비자들의 생활환경 및 생명에 직접적으로 영향을 미치고 있다.
이제 기업의 마케팅활동은 다양한 측면의 마케팅이 요구되고 있는데 사회적 마케팅, 생태적·환경적 마케팅, 그린마케팅 등은 시대상황과 비교해 볼 때 없어서는 안 되는 마케팅의 한 측면이 되었다.
따라서 본 연구에서는 그린마케팅 지향성과 그린마케팅 핵심가치에 미치는 선행요인들을 분석하고 그린마케팅의 지향성과 핵심가치가 마케팅성과에 어떠한 영향을 미치는지를 분석하여 모델적합도를 검정하며 향후 기업의 경쟁력 강화를 위한 유용한 전략적 시사점을 제공하고자 한다.
본 연구의 구체적인 목적을 살펴보면 다음과 같다.
첫째, 선행연구들을 토대로 그린마케팅 지향성과 핵심가치에 미치는 요인들을 분석하고, 둘째, 그린마케팅 지향성이 그린마케팅 핵심가치에 미치는 영향을 분석하고, 셋째, 그린마케팅 핵심가치가 마케팅성과에 미치는 영향을 분석하고, 넷째, 그린마케팅 지향성이 마케팅성과에 미치는 영향을 실증분석하여 기업 관리자들에게 마케팅 전략적 시사점을 제시하고자 한다.
최근 환경에 대한 중요성이 날로 커짐에 따라 환경기업들을 대상으로 설문조사를 실시하여 실증분석을 실시하였다. 먼저 기존의 관련자료에 대한 문헌조사를 통하여 실증분석을 위한 연구모형을 설계한 후 가설들을 설정하였다. 그리고 실증분석을 위하여 연구모형을 설계하였고, 가설을 설정하였다. 가설검증을 위한 통계분석과 설문의 신뢰성을 평가하고, 현황을 분석하기 위해 SPSS WIN(12.0)통계패키지를 활용하였다. 본 연구에 적용된 통계기법은 신뢰성 측정, 타당성 검토 등을 실시하였고, 최적모형을 도출하기 위하여 LISREL(8.3)분석을 이용하였다.
연구모형에 따른 가설들을 실증분석한 결과를 요약하면 다음과 같다.
첫째, 환경매력도는 그린마케팅 지향성에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 환경매력도는 그린마케팅 핵심가치에 부(-)의 영향을 미치는 것으로 나타났다. 셋째, 그린마케팅 역량은 그린마케팅 지향성에 정(+)의 영향을 미치는 것으로 나타났다. 넷째, 그린마케팅 역량은 그린마케팅 핵심가치에 긍정적 영향을 미치는 것으로 나타났다. 다섯째, 그린마케팅 지향성은 핵심가치에 정(+)의 영향을 미치는 것으로 나타났다. 여섯째, 그린마케팅 지향성은 마케팅성과에 정(+)의 영향을 미치는 것으로 나타났다. 일곱째, 그린마케팅 핵심가치는 마케팅성과에 정(+)의 영향을 미치는 것으로 나타났다.
본 연구결과를 요약하면 환경매력도와 그린마케팅 역량의 이해를 통해 기업들이 그린마케팅 지향성과 그린마케팅 핵심가치를 향상시킴으로써 마케팅성과를 증진시킬 수 있을 것이다. 단, 시장환경요인과 시장구조요인과 같은 환경매력도는 그린마케팅 핵심가치에 부(-)의 영향을 미치는 것으로 볼 때 기업들은 외부요인들의 적절한 통제를 통해 그들의 궁극적인 목적인 경영성과를 달성하고 사회 공헌에 이바지 하는 방향으로 나아가야 할 것이다.
본 연구의 이론적인 시사점은 다음과 같다.
첫째, 그린마케팅에 전략에 초점을 두고 연구한 기존의 연구와는 달리 그린마케팅 지향성, 핵심가치, 마케팅성과에 양향을 미치는 환경매력도, 그린마케팅 역량들을 추출하여 인과관계를 실증적으로 규명하였다는 점에서 의의가 있으며, 이론적 체계를 통하여 그린마케팅 지향성 구성요소의 선행요인과 결과요인을 체계화 하였으며, 선행연구를 바탕으로 연구모형, 측정항목, 측정척도를 개발하고자 했다는데 의미가 있다.
본 연구를 통하여 미래연구방향을 제시하면 첫째, 그린마케팅 지향성의 선행변수와 결과변수들에 대한 보다 판별력 있는 구분이 필요할 것이며, 본 연구에서는 환경매력도, 그린마케팅 역량, 그린마케팅 지향성, 핵심가치, 마케팅성과 요인이 제시되었으나 기타 요인에 대한 추가적인 검토가 필요할 것이다. 또한 국내제조 기업들의 세분화와 폭을 넓히고 장기적 횡단조사를 통해 보다 구체적인 결과를 제시할 것으로 사료된다.

목차 (Table of Contents)

• 국문요약
• 제 1 장 서 론 = 1
• 제 1 절 연구의 목적 = 1
• 제 2 절 연구방법 및 범위 = 4
• 제 2 장 이론적 배경 = 6
• 제 1 절 그린마케팅 = 6
• 1. 그린마케팅의 정의와 발생과정 = 6
• 2. 그린마케팅 지향성에 대한 선행연구 = 13
• 제 2 절 그린마케팅 지향성 영향요인 = 20
• 1. 그린마케팅 지향성의 영향요인 = 20
• 2. 환경매력도 = 22
• 3. 그린마케팅 역량 = 25
• 제 3 절 그린마케팅 지향성 구성요소 = 29
• 1. 그린제품 = 30
• 2. 그린가격 = 33
• 3. 그린유통 = 35
• 4. 그린촉진 = 38
• 제 4 절 그린마케팅 핵심가치 = 42
• 1. 기업의 사회적 책임 = 42
• 2. 기업가정신 = 46
• 제 5 절 마케팅성과 = 57
• 1. 마케팅 성과 = 57
• 2. 비재무적 성과 = 59
• 3. 재무적 성과 = 60
• 제 3 장 실증연구의 설계 = 62
• 제 1 절 연구모형과 가설설정 = 62
• 1. 연구모형 = 62
• 2. 가설설정 = 63
• 제 2 절 변수의 조작적 정의 및 측정 = 69
• 1. 환경매력도 = 70
• 2. 그린마케팅 역량 = 72
• 3. 그린마케팅 지향성의 구성요소 변수 = 74
• 4. 그린마케팅 핵심가치 = 76
• 5. 마케팅성과 = 78
• 제 3 절 조사 방법 = 81
• 1. 설문지의 구성 및 내용 = 81
• 2. 표본설계 및 분석방법 = 82
• 제 4 장 실증분석 및 결과 = 84
• 제 1 절 표본의 특성 = 84
• 제 2 절 측정도구의 신뢰성 측정 및 타당성 검토 = 86
• 1. 신뢰성 측정 = 86
• 2. 타당성 검토 = 89
• 제 3 절 가설의 검증 = 106
• 1. LISREL분석을 위한 전제조건의 검토 = 106
• 2. 연구모형의 구축 = 109
• 3. 연구모형의 분석결과 = 111
• 4. 분석결과의 해석 = 116
• 제 5 장 결 론 = 118
• 제 1 절 연구의 요약 = 118
• 제 2 절 연구의 시사점 = 120
• 제 3 절 연구의 한계점 및 미래연구방향 = 124
• 참 고 문 헌 = 127
• 설 문 지 = 145
• ABSTRACT = 155

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