Earticle

초록

영어

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

Abstract
 1. 서론
 2. 이론적 고찰
  2.1. 그린리더십
  2.2. 환경매력도
  2.3. 전략적 환경마케팅
  2.4. 전술적 환경마케팅
  2.5. 환경성과
 3. 연구방법
  3.1. 연구모형
  3.2. 연구가설
  3.3. 변수의 정의 및 측정
  3.4. 표본설계 및 분석방법
 4. 결과 및 고찰
  4.1. 표본의 일반적 특성
  4.2. 측정항목의 타당성 및 신뢰도 검증
  4.3. 연구모형의 평가
  4.4. 연구가설의 검증
 5. 결과 및 고찰
  5.1. 연구결과의 요약 및 시사점
  5.2. 연구의 한계 및 향후 연구 과제
 References

키워드

저자

• 김규원 [ Kyu-Won Kim | CEO, PINLAB Co., Daegu, Korea ] First Author
• 서민교 [ Min-Kyo Seo | CEO, 17, Jong-ro 8-gil, Jongno-gu, Seoul, Korea ] Second Author
• 이정운 [ Jung-Un Lee | D., Graduate School, Sejong University ] Corresponding author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  프랜차이즈경영연구 [Journal of Franchise Management]

• 간기

  연간

• pISSN

  2093-9582

• 수록기간

  2010~2017

• 십진분류

  KDC 325 DDC 658