The influences of green perceived quality and green brand awareness on green brand equity: The mediation effect of green perceived risk

Yu Shan Chen*, Ching Hsun Chang

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contribution

1 Citation (Scopus)

Abstract

This paper explores 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
Title of host publication2012 Proceedings of Portland International Center for Management of Engineering and Technology
Subtitle of host publicationTechnology Management for Emerging Technologies, PICMET'12
Pages1152-1159
Number of pages8
Publication statusPublished - 2012
Externally publishedYes
Event2012 Portland International Conference on Management of Engineering and Technology - Technology Management for Emerging Technologies, PICMET'12 - Vancouver, BC, Canada
Duration: 2012 Jul 292012 Aug 2

Publication series

Name2012 Proceedings of Portland International Center for Management of Engineering and Technology: Technology Management for Emerging Technologies, PICMET'12

Conference

Conference2012 Portland International Conference on Management of Engineering and Technology - Technology Management for Emerging Technologies, PICMET'12
Country/TerritoryCanada
CityVancouver, BC
Period2012/07/292012/08/02

ASJC Scopus subject areas

  • Management of Technology and Innovation

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