TY - GEN
T1 - The influences of green perceived quality and green brand awareness on green brand equity
T2 - 2012 Portland International Conference on Management of Engineering and Technology - Technology Management for Emerging Technologies, PICMET'12
AU - Chen, Yu Shan
AU - Chang, Ching Hsun
PY - 2012
Y1 - 2012
N2 - 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.
AB - 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.
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M3 - Conference contribution
AN - SCOPUS:84867946692
SN - 1890843261
SN - 9781890843267
T3 - 2012 Proceedings of Portland International Center for Management of Engineering and Technology: Technology Management for Emerging Technologies, PICMET'12
SP - 1152
EP - 1159
BT - 2012 Proceedings of Portland International Center for Management of Engineering and Technology
Y2 - 29 July 2012 through 2 August 2012
ER -