@article{ART002865435},
author={Ji-Ho Park and Hyeon-Suk Park},
title={The Effect of Corporate Green Marketing on Consumer Word of Mouth Intention},
journal={Industry Promotion Research},
issn={2466-1139},
year={2022},
volume={7},
number={3},
pages={9-16},
doi={10.21186/IPR.2022.7.3.009}
TY - JOUR
AU - Ji-Ho Park
AU - Hyeon-Suk Park
TI - The Effect of Corporate Green Marketing on Consumer Word of Mouth Intention
JO - Industry Promotion Research
PY - 2022
VL - 7
IS - 3
PB - Industrial Promotion Institute
SP - 9
EP - 16
SN - 2466-1139
AB - In the midst of increasing interest in the environmental responsibility of companies, this study investigates how eco-friendly activities affect the creation of management performance. To this end, the effect of companies' green marketing on consumers' word-of-mouth intention, the mediating effect of brand reliability, and the moderating effect of consumers' pro-environmental behavior were verified. The results of the collected data analysis are as follows. First, companies' green marketing has a positive (+) effect on consumers' word-of-mouth intention. Second, brand reliability takes a positive (+) mediating role in the relationship between companies' green marketing and consumers' word-of-mouth intention. Third, consumers' pro-environment behavior has a moderating role between Brand Reliability and their word-of-mouth intention. Therefore, companies' eco-friendly strategies and their implementation will help enhance both brand reliability and consumers' word-of-mouth intention.
By revealing the effect of companies' eco-friendly strategies and their implementation on brand reliability and consumers' word-of-mouth intention it is meaningful to analyze the relationship between green marketing and the possibility of consumers' spontaneous word-of-mouth intention. The results suggest to companies that it is necessary to establish an eco-friendly marketing strategy for sustainable growth.
KW - Green Marketing;Brand Reliability;Word-of-mouth Intention;Pro-environmental Behavior;Involvement Products
DO - 10.21186/IPR.2022.7.3.009
ER -
Ji-Ho Park and Hyeon-Suk Park. (2022). The Effect of Corporate Green Marketing on Consumer Word of Mouth Intention. Industry Promotion Research, 7(3), 9-16.
Ji-Ho Park and Hyeon-Suk Park. 2022, "The Effect of Corporate Green Marketing on Consumer Word of Mouth Intention", Industry Promotion Research, vol.7, no.3 pp.9-16. Available from: doi:10.21186/IPR.2022.7.3.009
Ji-Ho Park, Hyeon-Suk Park "The Effect of Corporate Green Marketing on Consumer Word of Mouth Intention" Industry Promotion Research 7.3 pp.9-16 (2022) : 9.
Ji-Ho Park, Hyeon-Suk Park. The Effect of Corporate Green Marketing on Consumer Word of Mouth Intention. 2022; 7(3), 9-16. Available from: doi:10.21186/IPR.2022.7.3.009
Ji-Ho Park and Hyeon-Suk Park. "The Effect of Corporate Green Marketing on Consumer Word of Mouth Intention" Industry Promotion Research 7, no.3 (2022) : 9-16.doi: 10.21186/IPR.2022.7.3.009
Ji-Ho Park; Hyeon-Suk Park. The Effect of Corporate Green Marketing on Consumer Word of Mouth Intention. Industry Promotion Research, 7(3), 9-16. doi: 10.21186/IPR.2022.7.3.009
Ji-Ho Park; Hyeon-Suk Park. The Effect of Corporate Green Marketing on Consumer Word of Mouth Intention. Industry Promotion Research. 2022; 7(3) 9-16. doi: 10.21186/IPR.2022.7.3.009
Ji-Ho Park, Hyeon-Suk Park. The Effect of Corporate Green Marketing on Consumer Word of Mouth Intention. 2022; 7(3), 9-16. Available from: doi:10.21186/IPR.2022.7.3.009
Ji-Ho Park and Hyeon-Suk Park. "The Effect of Corporate Green Marketing on Consumer Word of Mouth Intention" Industry Promotion Research 7, no.3 (2022) : 9-16.doi: 10.21186/IPR.2022.7.3.009
