Greenwash and Green Trust: The Mediation Effects of Green Consumer Confusion and Green Perceived Risk
學年 101
學期 2
出版（發表）日期 2013-05-01
作品名稱 Greenwash and Green Trust: The Mediation Effects of Green Consumer Confusion and Green Perceived Risk
作品名稱（其他語言）
著者 Chen, Yu-Shan; Chang, Ching-Hsun
單位 淡江大學企業管理學系
出版者 Dordrecht: Springer Netherlands
著錄名稱、卷期、頁數 Journal of Business Ethics 114(3), pp.489-500
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.
關鍵字 Greenwash;Green trust;Green consumer confusion;Green perceived risk;Green marketing
語言 en
ISSN 1573-0697
期刊性質 國外
收錄於 SSCI
產學合作
通訊作者
審稿制度 是
國別 NLD
公開徵稿
出版型式 ,電子版,紙本
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