소비자의 브랜드에 대한 인식은 어떻게 변하는가? - 그린워싱 상황에서 그린 마케팅 활동, 브랜드 진정성, 구매의도를 중심으로

• Published in: The Research Journal of the Costume Culture Vol. 30; no. 2; pp. 189 - 207
• Main Authors: 곽희승, Hee Seung Kwak, 박정아, Jeong Ah Park, 이현화, Hyun-hwa Lee
• Format: Journal Article
• Language: Korean
• Published: 복식문화학회 30.04.2022
• Subjects: brand authenticity; eco-friendly; green marketing; greenwashing; purchase intention; 구매의도; 그린 마케팅; 그린워싱; 브랜드 진정성; 생활과학; 친환경
• ISSN: 1226-0401; 2383-6334
• DOI: 10.29049/rjcc.2022.30.2.189

Fashion companies and brands’ marketing activities focus on resolving environmental problems; however, these companies’ efforts, there are some examples of so-called “greenwashing”. This paper aims to analyze different perceptions of brand authenticity, green marketing, and purchase intention toward the brand before and after exposure to case information about greenwashing. A total of 211 data were gathered and analyzed using SPSS 25.0. Respondents were asked to respond to same questionnaires related to green marketing and the brand authenticity before and after their exposure to greenwashing information. The study participants’ perceptions of green marketing from the brand were statistically significantly negatively changed after exposure compared to before exposure. Similar patterns in results were found in the context of consumers’ perception of brand authenticity (genuineness, originality, and consistency), and purchase intention. The originality of this study is in evaluating consumers’ perception of greenwashing focused on brand authenticity. The findings of the study suggest that if a fashion brand’s green marketing activity is perceived as greenwashing by consumers, the perceptions of green marketing, brand authenticity, and purchase intention can all decline. It is suggested that fashion brands need to develop a sincere and truthful green marketing campaigns to keep and enhance their brand authenticity.