기업의 환경지향성과 역량이 CSR활동 및 성과에 미치는 영향:프랜차이즈 기업을 중심으로

Abstract

Abstract

The Effects of Firms' Environmental Orientation and Competence on CSR Activities and Performance -Focused on the context of Franchise Industry-

Moon, Haeng Woo Advisor : Prof. Kim, Jong Ho, Ph.D. Department of Business Administration, Graduate School of Chosun University

This study is to examine the effects of environmental orientation, environmental marketing competency on environmental marketing strategies and CSR activities as well as performances. This study is also to investigate how environmental marketing strategies and CSR activities play mediating roles between environmental orientation and environmental marketing competency, and performances of franchise firms. In order to achieve these purposes, the author tried to develop a research model that has several latent constructs. In this model, environmental orientation and environmental marketing competency were proposed to affect environmental marketing strategies. The environmental marketing strategies developed by environmental orientation and environmental marketing competency increased CSR activities that consist of economical CSR, legal CSR, ethical CSR, and philanthropic CSR and result in, these CSR activities develop performances which consist of market performance, economical and operational performance, and environmental performance. Thus, environmental marketing strategies as well as CSR activities were proposed as core mediating variables between environmental orientation and environmental marketing competency, and performances of franchise firms. This research extended the existing franchise industry studies by examining the effects of environmental orientation and environmental marketing on CSR activities and performances such as market performance, economical and operational performance, and environmental performance. The data were collected from 198 franchise administrators and were analyzed using not only frequence analysis, reliability analysis, exploratory factor analysis with SPSS/WIN 18.0, but also structural equation model and confirmatory factor analysis with AMOS 20.0. For investigating nomological validity and unidimensionality of all items of each latent variable we utilized the scale refinement procedure method. The exploratory factor analysis and confirmatory factor analysis method, and Cronbach's α’s for reliability test warranted unidimensionality of the items for each construct were operated. In addition, the result of correlation analysis could prove nomological validity of the items. The data collected from franchise firms in Korea were analyzed with path analysis by operating AMOS 20.0. The results of the overall model fit index appeared as follows: χ2=39.394(df=9), p=.000, χ2/df=4.377, GFI=.957, AGFI=.828, CFI=.979, RMR=.038, RMSEA=.031, NFI=.973, IFI=.979. Since the results of the overall model analysis showed a good fit, the author could analyze the collected data. The findings from path analysis of the research model can be summarized as follows: Firstly, environmental orientation CSR has a direct effect on environmental marketing strategies and tactics. Secondly, environmental marketing competency has a direct effect on environmental marketing strategies and tactics. Thirdly, environmental marketing strategies and tactics has direct effects on mandatory CSR activities made up of economical CSR and legal CSR, voluntary CSR activities that consist of ethical CSR and philanthropic CSR. Fourthly, mandatory CSR activities has direct effects on market performance, economical performance, operational performance, and environmental performance. Fifthly, voluntary CSR activities has direct effects on marketing performance, economical performance, operational performance, and environmental performance. According to analysis result of indirect effects, environmental orientation had significantly indirect effects on mandatory CSR activities, voluntary CSR activities, market performance, economical performance, operational performance, environmental performance. environmental marketing competency had significantly indirect effects on mandatory CSR activities, voluntary CSR activities, market performance, economical performance, operational performance, environmental performance. Environmental marketing strategies and tactics dimension has significantly indirect effects on market performance, economical performance, operational performance, and environmental performance. In light of the fact that a thorough understanding of the relationships among, environmental orientation, environmental marketing, CSR activities, and performances, such as market performance, economical and operational performance, and environmental performance is critical in surviving in the competitive franchise industry in Korea. The research model proposed in this study could be utilized to assist franchise firms in retaining competitive advantages over the long term and in maximizing performances of the franchise firms. At the end of this study, theoretical and managerial implications, and limitations were suggested.