Managing green brand equity: The perspective of perceived risk theory

Ching Hsun Chang*, Yu Shan Chen

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

34 Citations (Scopus)

Abstract

This paper applies perceived risk theory to explore the relationships among green perceived quality, green brand awareness, green perceived risk, and green brand equity. The research object of this study focuses on Taiwanese consumers who have the purchase experience of information and electronics products in Taiwan. The empirical results show that green perceived quality and green brand awareness would positively affect green brand equity. Furthermore, this study demonstrates that green perceived risk which is negatively influenced by green perceived quality and green brand awareness would negatively affect green brand equity. The positive relationships between green brand equity and its two antecedents-green perceived quality and green brand awareness-are partially mediated by green perceived risk. Hence, investing resources in the increase of green perceived quality and green brand awareness and the decrease of green perceived risk is helpful to enhance green brand equity.

Original languageEnglish
Pages (from-to)1753-1768
Number of pages16
JournalQuality and Quantity
Volume48
Issue number3
DOIs
Publication statusPublished - 2014 May
Externally publishedYes

Keywords

  • Green brand awareness
  • Green brand equity
  • Green marketing
  • Green perceived quality
  • Green perceived risk
  • Perceived risk theory

ASJC Scopus subject areas

  • Statistics and Probability
  • Social Sciences(all)

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