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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/92253


    Title: Greenwash and Green Trust: The Mediation Effects of Green Consumer Confusion and Green Perceived Risk
    Authors: Chen, Yu-Shan;Chang, Ching-Hsun
    Contributors: 淡江大學企業管理學系
    Keywords: Greenwash;Green trust;Green consumer confusion;Green perceived risk;Green marketing
    Date: 2013-05-01
    Issue Date: 2013-09-18 16:07:30 (UTC+8)
    Publisher: Dordrecht: Springer Netherlands
    Abstract: The paper explores the influence of greenwash
    on green trust and discusses the mediation roles of green consumer confusion and green perceived risk. The research object of this study focuses on Taiwanese consumers who have the purchase experience of information and electronics products in Taiwan. This research employs an empirical study by means of the structural equation modeling. The results show that greenwash is negatively related to green trust. Therefore, this study suggests that companies must reduce their greenwash behaviors to enhance their consumers’ green trust. In addition, this study finds out that green consumer confusion and green perceived risk mediate the negative relationship between greenwash and green trust. The results also demonstrate that greenwash is positively associated with green consumer confusion and green perceived risk which would negatively affect green trust. It means that greenwash does not only negatively affect green trust directly but also negatively influence it via green consumer confusion and green perceived risk indirectly. Hence, if companies would like to reduce the negative relationship between greenwash and green trust,they need to decrease their consumers’ green consumer confusion and green perceived risk.
    Relation: Journal of Business Ethics 114(3), pp.489-500
    DOI: 10.1007/s10551-012-1360-0
    Appears in Collections:[企業管理學系暨研究所] 期刊論文

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