A Study on the Effects That Green Marketing Strategies of Companies Have on Customers' Recognition and Purchase
Authors:   Asia-Europe Perspective Association, Kim Jun-Whai 
Published: June 2018

This study focuses on environmental problems caused in various nations and peoples, for, as recently environmental disasters and environmental destruction have often happened, the problems have appeared as hot issues on earth. In this context, this research is carried out in order to analyze the interrelationship between customers' recognition of environment and the effects that have influences on their consumption actions, and is going to examine the effects that companies' green marketing strategies have on customers' recognition and their purchase, based on the existing studies.
Green marketing in Korea is concerned only about public benefits of society without building environmental infrastructure, objects, and companies' marketing strategies, and so it is poor at grasping the marketability for companies' securing potential markets. Therefore, in order for companies' green marketing strategies to be carried out efficiently, it is needed to examine customers' recognition of companies green marketing strategies and its effects on their purchases.
This study examined customers' values, shopping trend, and the effects that companies's green marketing strategies have on customers' interests in environment, their recognition of green marketing, and their purchase desires of eco-friendly products. This research was carried out based on the survey for 313 consumers of 20 to 40 years of age. The survey is composed of 20 questions of companies's green marketing strategies, 24 questions of customers' values, 26 questions of shopping trend, 10 questions of environment, 7 questions of customers' recognition of green marketing, 4 questions of purchase desire of eco-friendly products, and 5 questions of population statistics, using 5 Likert-Type degrees. SPSS/PC 12.0 and AMOS 4.01, statistics processing programs, were used to analyze the collected data.
The research results are summarized as follows. In companies' marketing strategies, products, distribution and consumption except for price are interrelated with interests in environment, and customers' recognition of green marketing. Customers' values in environmental preservation and society have something to do with their recognition of interests in environment and green marketing. Customers's shopping trend has little relationship to their interests in environment, their purchase desires of green products, and their recognition of green marketing. That is, they don't regard green products as a trend or popularity.
The results of this research show that the customers with high purchase desire of eco-friendly products and high recognition of green marketing have values in society and environmental preservation, and high quality information on green marketing is needed to be provided for these customers using 4 major media and Internet. The concept and necessity of green products have to be recognized, and the products are needed to be developed and often exposed to mass media, and so their recognitions should lead to their purchases. Companies should promote green marketing strategies practically and actively, not by simple and abstract concept of environmental preservation. Advertisement strategies also, if they are implemented with responsibilities on environmental problems, will be able to improve companies's images and be practiced as real green marketing strategies.