淡江大學機構典藏:Item 987654321/100510
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    題名: The influence of greenwash on green word-of-mouth (green WOM): the mediation effects of green perceived quality and green satisfaction
    作者: Chen, Yu-Shan;Lin, Chang-Liang;Chang, Ching-Hsun
    貢獻者: 淡江大學企業管理學系
    關鍵詞: Greenwash;Green word-of-mouth (green WOM);Green perceived quality;Green satisfaction;Green marketing
    日期: 2014-09-01
    上傳時間: 2015-03-02 18:48:05 (UTC+8)
    出版者: Dordrecht: Springer Netherlands
    摘要: The study discusses the influence of greenwash on green word-of-mouth (green WOM) and explores the mediation roles of green perceived quality and green satisfaction. The research object of this study focuses on Taiwanese consumers who have the experience to purchase information and electronics products in Taiwan. This research utilizes structural equation modeling to undertake an empirical study. The results indicate that greenwash negatively affects green WOM. Besides, this paper proves that greenwash negatively impacts green perceived quality and green satisfaction which would positively influence green WOM. This study demonstrates that green perceived quality and green satisfaction mediate the negative relationship between greenwash and green WOM. It means that greenwash does not only have a directly negative effect on green WOM, but also have an indirectly negative effect on it via green perceived quality and green satisfaction. Thus, this study suggests that companies should decrease their greenwash behaviors and enhance their consumers’ green perceived quality and green satisfaction to increase their consumers’ green WOM.
    關聯: Quality & Quantity 48(5), pp.2411-2425
    DOI: 10.1007/s11135-013-9898-1
    顯示於類別:[企業管理學系暨研究所] 期刊論文

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