친환경적 소비자가 그린마케팅 스포츠용품 기업의 기업이미지와 구매의도에 미치는 영향

Abstract

The purpose of this study is to provide data for Green-marketing of sport products companies by analysis of the effects of green consumers’ characteristics on company image and purchase intention of green marketing sport products companies. Results are as below. First, green consumers’ environment- friendly cognitions have positive effects on their environment-friendly behaviors. Second, green consumers’ environment-friendly cognition has negative effects on their cognitions toward brand images. Third, there were no significant effects of green consumers’ environment-friendly cognition on their purchase intentions. Fourth, green consumers’ environment-friendly behaviors have positive effects on brand images. Fifth, green consumers’ environment-friendly behaviors have positive effects on purchase intentions. Sixth, company images of green consumers have negative effects on purchase intentions.