• Title, Summary, Keyword: Green Marketing

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A Study on the State of Affairs of Green Fashion Marketing (그린 패션 마케팅 현황에 관한 연구)

  • Park, Song-Ae
    • Journal of the Korea Fashion and Costume Design Association
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    • v.13 no.2
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    • pp.121-131
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    • 2011
  • Green Marketing, a response to the serious environment problems of the 21st century, is an important point for trends in both art and fashion. It is a strategy for reminding consumers of the threatening environment problems and to recognize that everyone must take responsibility for these problems. Green marketing is a concept that is the point at issue and social reform movement. The purpose of this study was to find examples of Green Marketing in fashion and classify them into four groups. The results of this study were as follows. First, the terms related to green marketing as related to fashion can be categorized into four areas: 1. Eco-friendly product marketing: product merchandising that usually uses organic materials and green manufacturing processes. 2. Green-communication marketing: PR strategies that use green slogans through deep impression advertising or special promotional events relating reducing, reusing and recycling, etc., with the brand's name. 3. Green environmental-marketing: marketing strategies that is an enlightenment campaign for environmental preservation and sustainable fashion design such as reusing, recycling, and reducing. 4. Cause-related marketing: marketing plans that return profits to society and that take an active part in the causes of the community. It was expected that these types of green marketing strategies would yield positive effects in enhancing brand value and consumer confidence as well as increasing profits.

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The Difference in Brand Attitude and Green Consumption Intention by SPA Brands' Green Marketing (SPA 브랜드의 녹색 마케팅에 따른 브랜드 태도와 녹색 소비행동의도의 차이)

  • Youn, Chorong
    • Journal of the Korean Society of Clothing and Textiles
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    • v.38 no.3
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    • pp.334-346
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    • 2014
  • Green marketing is efforts to achieve the environmental responsibility in all marketing activities. This study investigates the contribution of SPA fashion brands' green marketing activities to consumers' green behavior and the brands' growth as well as the natural environment. Green marketing activities are classified by product relevance and consumer participation. An online survey is conducted using scenarios developed according to the two (high/low product relevance) by two (high/low consumer participation) research design. Green consuming intention and brand attitude are compared by product relevance and consumer participation. The positive effects of product relevance and consumer participation on green consuming intention are found. The positive effects of consumer participation and the interaction effect of product relevance and consumer participation on brand attitude. Based on the results, this study suggests effective green marketing activities for fashion brands.

The Sustainable Green Fashion Marketing Strategies according to Classification of Green Fashion Marketing of Domestic Fashion Companies (국내 패션 업체의 그린 마케팅 유형 분류를 통한 지속가능한 그린 패션 마케팅 전략)

  • Shin, Su-Yun;Hong, Jung-Min
    • The Research Journal of the Costume Culture
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    • v.18 no.5
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    • pp.872-891
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    • 2010
  • This study was an exploratory research to classify the types of green fashion marketing of the fashion companies in South Korea and analyse the present cases of each type. To analyse the current cases of green fashion marketing strategies, we researched all sorts of newspapers, magazines, publications of fashion companies, and web sites from 2008 to 2009. As a result, we categorized 5 types of green fashion marketing as follows ; eco-friendly fabrics (natural fabrics, recycled fabrics, biodegradable fabrics), re-use or re-form(reuse after cleaning and/or repairing and reformation through transformation and combination of raw materials), green certifications(ISO 14001, GOTS, OES, etc.), eco-friendly management and operation, and green marketing promotions. Based on the results, we proposed the green marketing strategies for fashion companies to progress toward the proper direction of green marketing. First of all, companies should escape from the narrow view point limited to the product itself. Then they have to focus on developing and execution of sustainable merchandising, manufacturing, logistics, and waste strategies.

Cross cultural studies in a case of ethnicity: Green marketing (민족에 영향을 미치는 다문화 현상분석: 그린마케팅 관점)

  • Huh, Moo-yul
    • Journal of Digital Convergence
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    • v.14 no.12
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    • pp.477-487
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    • 2016
  • The purpose of this current paper was to investigate into the trends and effects of green marketing in India and China with relations to ethnicity and cross cultural aspects. These two countries are fast developing and looks promising in terms of economic power but lack the green marketing consciousness compared to other well developed countries. Many measures are being taken by various industries for the promotion of green awareness in these countries. The two countries are fast developing in the area of green marketing. Green marketing should improve its methods utilizing the cultural differences that is evident from previous research. In the near future, more active green marketing targeting and informing consumers of environmental benefits will be needed by taking ethnicity into consideration for further heightening of overall environmental awareness and initiative.

Revisiting of Greenness to Consumers in Green Purchases (소비자의 그린 제품 구매에 있어 "그린" 의미의 재발견)

  • LEE, Han-Suk;HONG, Seongtae
    • The Journal of Distribution Science
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    • v.17 no.10
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    • pp.107-114
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    • 2019
  • Purpose - This is longitudinal research which aims to investigate the meaning of greenness to consumers' behavior. Consumers adopt green marketing as a new factor in product buying and consumption and more and more consumers prefer green product and services. Consumers' green buying behavior can be different from other purchasing experiences. There would be changes in the meaning of green as time passed and it can be different from countries to other countries. This study examines focus group studies with several groups. There is a ten-year gap between 2010 focus group and 2019 focus group interviews. With this ten-year gap, we can find the change of greenness to consumers. Research design, data, and methodology - The data were collected from Turkish, Korean, Kazakhstan people. This is a cross-sectional study and focus group interview was designed. We can gain information relevant to the research problem with using focus group study and get some insights into basic needs and attitudes of green marketing. The subjects for green purchase interviewee were confined to under 40 years old's shoppers regardless of gender. The first study was investigated with several groups in 2010 and the second interview were conducted in 2019. Results - Results show that the meaning of greenness for consumer has changed over time in accordance with the growing accordance of environmental sustainability. Basically, green marketing still means valuable, natural, recycle-able, good for health, clean, smart behavior, essential benefit. The concept of greenness significantly evolved since it was investigated in 2010. It moves away from focusing on specific environmental issues to considering global sustainability issues. Especially we found that greenness can be related with globalization, higher education, social status at the 2019 interview. Conclusions - This paper attempted to confirm the green marketing is essential and expands its meaning to various aspect. Usually, we can think green marketing is everywhere, therefore, people don't care about green issues in real. But consumers are adopting green marketing more and more, it can be a means to attract potential consumers. Therefore, companies should provide enough greenness information for people and they might apply greenness communication to attract potential customers.

Green Marketing and Attitude of Companies (그린 마케팅과 기업의 자세)

  • Cho, Hag-Rae
    • Journal of the Korea society of information convergence
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    • v.1 no.1
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    • pp.55-59
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    • 2008
  • The purpose of this research is to find out about recent marketing environment pertaining to green marketing and corporations' countermeasures in the future. Among other changes in business environment, green marketing has brought big changes in corporations' business strategy. Unlike past business where environment was considered non-relevant to corporate business, green marketing became one of essential and indispensable strategies in modem corporate stratey. Therefore, this research will find out about change in marketing environment and the background of green marketing as well as forecast attitudes of corporations and their future in order to satisfy consumers with various desires who are flooded by information.

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Green Marketing in the Fashion Industry (패션 산업의 그린마케팅 현황 연구)

  • Sung, Hee-Won;Kim, Eun-Kyeung
    • Journal of the Korean Society of Clothing and Textiles
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    • v.34 no.3
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    • pp.529-539
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    • 2010
  • The environment and green are critical issues for businesses in the $21^{st}$ century. This study examines product assortments of eco-friendly products, green marketing strategies, and the marketability of Trashion products among fashion brands. Data were collected through an interview method from eight fashion brands that were actively conducting green marketing. The general activities of green marketing were to produce eco-friendly products and/or an economical support for environmental groups or green conservation campaigns. Eco-friendly products included organic cotton products, well-being products made of bamboo or beans, goods made of recycled plastic bottles, and Trashion items. The first reason was to improve the brand image, then take social responsibility, and last participate in the environmental movement. However, the price of green products and supplies of eco-friendly fabrics were the most challenging issues for fashion businesses. The marketability of Trashion products was directly opposed and managerial implications for green marketers were discussed.

Do Ethical Consumers Really Love Green Brand? A Comparison of Chinese and Korean Consumers

  • Lee, Han-Suk
    • The Journal of Distribution Science
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    • v.14 no.12
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    • pp.23-30
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    • 2016
  • Purpose - As socially responsible consumption increases, green marketing emerges as a new philosophy in marketing. A number of companies are now putting forth green marketing strategies. But there is no single definition of "green brand" that can be used interchangeably. In this paper, we attempt to explore the meaning for "green brand," especially in Information and Technology products. Research design, data, and methodology - The author developed qualitative and quantitative research design. In particular, the paper approaches this topic from the Asian consumers' perspective and applies ethical concepts to green brand research. For this, Chinese and Korean consumers were used as consumer segmentation variables to investigate their ethical perspectives. Results - Qualitative research showed that there are several attributes and benefits we need to consider for green brand. Quantitative study showed positive correlations of the two variables: the higher the consumer ethics are, the more they prefer green brands. Conclusions - The current study shows that consumers clearly have a certain propensity toward green brand equity. Thus, marketers should consider the consumers' evaluation about green brands. This paper also proposes that ethics have a close relationship with green brand equity, and companies may use ethics in marketing strategy management.

Green Marketing Strategies and Willingness to Pay for Environment-Friendly Agrieultural Products in the Metropolitan Area (친환경농산물의 지불의사금액 분석과 그린 마케팅 전략 - 수도권 소비자를 중심으로 -)

  • Heo, Seung-Wook;Kim, Ho
    • Korean Journal of Organic Agriculture
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    • v.12 no.3
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    • pp.317-331
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    • 2004
  • Foci of this thesis arc an estimation of willingness to pay and an establishment of green marketing strategics for environment-friendly agricultural products(EFAR). Estimations of willingness to pay for grain, vegetables, fruit and processed food-stuffs arc respectively 20.6%, 20.2%, 19.3% and 17.2% higher than agricultural products produced by conventional farming method. And a green mark6ting mix for EFAP is as follows; Erst, a product strategy focuses on producing safe and high-quality foods by environment-friendly agriculture(EFA) to point to consumer’s health and desire for environmental preservation. Second, in a price strategy, the balance of three factors should be kept, namely the environmental value the true quality as food materials and the price of EFAP. Third, a place strategy is to reduce waste matters, resource and energy uses in marketing chain, and to simplify marketing channels. Also, it is necessary to choose the marketing channel for price discrimination. Fourth, a promotion strategy make use of programs that emphasize the multi-function of EFA.

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Effect of Storage and Marketing Condition on Biochemical Property Changes of Garlic (Allium sativum L.) (마늘(Allium sativum L.)의 생화학적 변화에 대한 저장 및 유통조건의 영향)

  • 최선태;장규섭
    • Korean Journal of Food Preservation
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    • v.5 no.2
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    • pp.111-117
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    • 1998
  • Biochemical property changes of garlic during various storages and marketing after storage were investigated. Content of enzymatic pyruvic acid increased by room and low temperature storage but decreased by CA and MA storage. Fructan contents decreased rapidly by low temperature storage, but restrained decrement by CA and MA storage. Free sugar increased during storage, but did slowly by room temperature storage. Green pigment development was observed when garlics stored for 90days at low temperature were processed into crushed form. This discoloration was small for garlics stored in CA and MA, and never occurred for room temperature stored garlics. When marketed after storage, content of enzymatic pyruvic acid decreased in garlic stored in room and low temperature storage, but increased in garlics which decreased during CA and MA storage. Fructan contents deceased but free sugar contents continuously increased with marketing period. Green pigment development decreased in crushed garlic after 30days at room temperature marketing, but increased in low temperature marketing with marketing time progress.

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