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

*此作品的通信作者

研究成果: 書貢獻/報告類型會議論文篇章

1 引文 斯高帕斯(Scopus)

摘要

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.

原文英語
主出版物標題2012 Proceedings of Portland International Center for Management of Engineering and Technology
主出版物子標題Technology Management for Emerging Technologies, PICMET'12
頁面1152-1159
頁數8
出版狀態已發佈 - 2012
對外發佈
事件2012 Portland International Conference on Management of Engineering and Technology - Technology Management for Emerging Technologies, PICMET'12 - Vancouver, BC, 加拿大
持續時間: 2012 7月 292012 8月 2

出版系列

名字2012 Proceedings of Portland International Center for Management of Engineering and Technology: Technology Management for Emerging Technologies, PICMET'12

會議

會議2012 Portland International Conference on Management of Engineering and Technology - Technology Management for Emerging Technologies, PICMET'12
國家/地區加拿大
城市Vancouver, BC
期間2012/07/292012/08/02

ASJC Scopus subject areas

  • 技術與創新管理

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