프랜차이즈 기업의 그린리더십과 환경매력도가 환경마케팅 전략과 전술 및 환경성과에 미치는 영향

• 영문명: The Effects of Franchise Firmʼs Green Leadership and Environmental Attractiveness on Environmental Marketing Strategy and Tactics, Environmental Performance
• 발행기관: 한국프랜차이즈경영학회
• 저자명: 김규원(Kyu-Won Kim) 서민교(Min-Kyo Seo) 이정운(Jung-Un Lee)
• 간행물 정보: 『한국프랜차이즈경영연구』제8권 제1호, 19~30쪽, 전체 12쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2017.03.30

영문 초록

Purpose – As environmental issues, along with the growth of companies, are accelerating, social interests in eco-friendly management that requires corporate social role and responsibility are increasing. The eco-friendly management activity reflects the changes in environmental awareness of consumers. Therefore, the eco-friendly images of companies influence consumers, and the establishing of eco-friendly management strategy has become a very important factor in the greenmarket. In this regard, this study examined the impacts of green leadership and environmental attractiveness on strategic environmental marketing, tactical environmental marketing, and environmental performance towards the employees of franchisee headquarters. Research design, data, and methodology – The survey was conducted towards the 800 headquarters among 2,600 brands that are registered with the Fair Trade Commission of Korea by mail. Among the total of 162 questionnaires collected, 7 respondents were excluded for their incompletion, and thus 155 responses were used in this study. The data were analyzed with SPSS 21.0 and SmartPLS 3.0. Frequency analysis was carried out to understand the general characteristics of the subjects, and confirmatory factor analysis to measure the reliability and validity of the measurement. Correlation analysis was conducted to identify the correlation between constructs, and structural equation modeling to examine the structural relationships among the constructs. Result and Conclusions - First, green leadership had a positive impact on strategic environmental marketing, tactical environmental marketing, and environmental performance. Second, environmental attractiveness had a positive effect on strategic environmental marketing, tactical environmental marketing, and environmental performance. Finally, strategic environmental marketing and tactical environmental marketing had positive impacts on environmental performance. This study can be recognized for proposing new perspectives on eco-friendly management strategy for firms to be able to win competitive superiority and performance by embedding awareness of the importance of environmental market and suggesting practical implications on understanding of environmental attractiveness, strategies and tactics of environmental management, and environmental performance in the franchise industry.

목차

1. 서론

2. 이론적 고찰

3. 연구방법

4. 결과 및 고찰

5. 결과 및 고찰

키워드

Franchise Green Leadership Environmental Attractiveness Environmental Marketing Environmental Performance