Green marketing' functions in building corporate image in the retail setting

Eunju Ko, Yoo Kyung Hwang and Eun Young Kim

Journal of Business Research, 2013, vol. 66, issue 10, 1709-1715

Abstract: This study explores the relationship among green marketing, corporate image, and purchase intentions in the retail setting from a consumer perspective. A total of 389 usable questionnaires are obtained from female consumers who are major customer at the selected retailer (e.g., department stores) in Seoul, Korea. Data analysis was conducted using confirmatory factor analysis and structural equation modeling via LISREL 8.8. Findings confirm that corporate images consist of three factors: social responsibility, product image, and corporate reputation. In an estimated model, the green marketing has a direct effect on the social responsibility and product image. In particular, the factor of social responsibility plays an important role as mediator in the effect of green marketing on product or corporate reputation. Of the three factors of corporate image, product image and corporate reputation have a direct effect on purchase intentions, whereas social responsibility has an indirect effect on purchase intentions in the retail setting. This study discusses managerial implications for a strategic marketing performance through building corporate images on a basis of green marketing.

Keywords: Corporate image; Green marketing; Product image; Retailing; Korea (search for similar items in EconPapers)
Date: 2013
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (42)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:66:y:2013:i:10:p:1709-1715

DOI: 10.1016/j.jbusres.2012.11.007

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