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국내 생활용품 기업의 제품 단위 지속가능성 구성 요인과 소비자 반응 메커니즘에 관한 탐색적 연구: 유한킴벌리 사례를 중심으로

Jae-eun Kim Primary Contact
PDF (Korean)
Abstract

As sustainability becomes a central pillar of corporate strategy, scholarly attention has increasingly focused on how environmental and social attributes of products influence consumer behavior. However, existing research has predominantly examined sustainability at the brand level, leaving a gap in understanding how product-level sustainability attributes affect consumer perceptions and behavior. This study addresses this unit-of-analysis gap by defining the concept of Product-level Sustainability and developing an exploratory con-ceptual framework. Drawing on Signaling Theory, Perceived Value Theory, Greenwash-ing/Authenticity Theory, and Brand Attachment Theory, this study proposes a three-axis analytical framework comprising Product Environmental Attributes (Axis A), Information Transparency (Axis B), and Social Attributes (Axis C). A theory-guided case analysis (Yin, 2018) was conducted on Yuhan-Kimberly sustainability reports (2019-2024). The analysis reveals two key patterns: a reinforcing cycle between Axis A and Axis B, and the dual nature of Axis B as both a signal channel and a greenwashing risk factor. Four research propositions are developed, and the concept of product-to-brand transfer is introduced. This study con-tributes to theory by extending sustainability research from the brand level to the product level and provides practical implications for VMP and POS communication strategies.

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Keywords
Product-level Sustainability Perceived Authenticity Brand Attachment Repur-chase Intention Greenwashing FMCG Signaling Theory Yuhan-Kimberly
Details
Section 논문
Issue Vol. 11 No. 1 (2026): Volume 11 Issue 1 (Jun 2026)
Published 2026-06-18
Authors
Jae-eun Kim Primary Contact
Seoul School of Integrated Science and Technologies
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How to Cite
국내 생활용품 기업의 제품 단위 지속가능성 구성 요인과 소비자 반응 메커니즘에 관한 탐색적 연구: 유한킴벌리 사례를 중심으로. (2026). Journal of Sustainability Management, 11(1). https://jnl.ampla.page/jsm/article/view/136