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What would be the reason for Zep to use the Tolkien allusions? I mean, what are the similarities between his world and vision and that of the pounding sound of Led Zep? Or are they just tapping into some kind of northern heroic ideal, guy-type stuff?
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I think, in the case of Led Zep, the latter of your statements does seem to fit the bill the best. Although I have read that Plant had a dual personality: on the one hand he was the archetypal testosterone fuelled rock star, but on the other, he had a deep interest in the 'mystic' and spiritual. He was quite possibly tempered by the influence of Page.
It's not surprising that they picked up on Tolkien as a source of imagery and inspiration, as his popularity was taking off at that time. Couple this with the hippy movement and a greater interest in spiritual matters, and hence old and celtic literature, and it's clear where so many artists took their influences from. Led Zep were not alone, Marc Bolan was also a Tolkien fan, as was John Lennon. No doubt more can be added.
I don't think many of the allusions are specific to Tolkien - it seemed to be a time when artists were taking influences from all over the place as far as fantasy and mythology are concerned. A good example of an image in popular culture which drew on multiple ideas was the hermit depicted inside the sleeve of Led Zeppelin IV - on one level, it is Gandalf, or is it an elf? It is also the Hermit of the tarot, and I have heard others say it is Merlin.