The influence of greenwash on green word-of-mouth (green WOM): The mediation effects of green perceived quality and green satisfaction

Yu Shan Chen, Chang Liang Lin, Ching Hsun Chang*

*此作品的通信作者

研究成果: 雜誌貢獻期刊論文同行評審

63 引文 斯高帕斯(Scopus)

摘要

The study discusses the influence of greenwash on green word-of-mouth (green WOM) and explores the mediation roles of green perceived quality and green satisfaction. The research object of this study focuses on Taiwanese consumers who have the experience to purchase information and electronics products in Taiwan. This research utilizes structural equation modeling to undertake an empirical study. The results indicate that greenwash negatively affects green WOM. Besides, this paper proves that greenwash negatively impacts green perceived quality and green satisfaction which would positively influence green WOM. This study demonstrates that green perceived quality and green satisfaction mediate the negative relationship between greenwash and green WOM. It means that greenwash does not only have a directly negative effect on green WOM, but also have an indirectly negative effect on it via green perceived quality and green satisfaction. Thus, this study suggests that companies should decrease their greenwash behaviors and enhance their consumers' green perceived quality and green satisfaction to increase their consumers' green WOM.

原文英語
頁(從 - 到)2411-2425
頁數15
期刊Quality and Quantity
48
發行號5
DOIs
出版狀態已發佈 - 2014 9月
對外發佈

ASJC Scopus subject areas

  • 統計與概率
  • 社會科學 (全部)

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