淡江大學機構典藏:Item 987654321/92253
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    題名: Greenwash and Green Trust: The Mediation Effects of Green Consumer Confusion and Green Perceived Risk
    作者: Chen, Yu-Shan;Chang, Ching-Hsun
    貢獻者: 淡江大學企業管理學系
    關鍵詞: Greenwash;Green trust;Green consumer confusion;Green perceived risk;Green marketing
    日期: 2013-05-01
    上傳時間: 2013-09-18 16:07:30 (UTC+8)
    出版者: Dordrecht: Springer Netherlands
    摘要: 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.
    關聯: Journal of Business Ethics 114(3), pp.489-500
    DOI: 10.1007/s10551-012-1360-0
    顯示於類別:[企業管理學系暨研究所] 期刊論文

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