편의점의 환경적 정당성이 소비자 만족도 및 충성도에 미치는 영향

초록

Consumers view corporate environmental responsibility as a key factor in brand trust and loyalty. However, its impact on consumer perceptions and brand evaluation in convenience stores remains under explored. This study examines how convenience stores' environmental legitimacy influences store image and retailer reputation, leading to consumer satisfaction and loyalty. It also investigates the moderating role of utilitarian shopping value and the mediating role of retailer reputation. An online survey of 310 convenience store users was analyzed using structural equation modeling. Results show that environmental legitimacy significantly enhances store image and retailer reputation, with the latter playing a crucial role in increasing satisfaction and loyalty. While store image did not directly affect satisfaction, its indirect impact via retailer reputation was significant. Additionally, utilitarian shopping value moderated the effect of environmental legitimacy on retailer reputation. This study highlights the role of environmental legitimacy in shaping consumer evaluations, demonstrating its impact beyond corporate responsibility to brand value and consumer behavior.

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