Journal
SERVICE INDUSTRIES JOURNAL
Volume 37, Issue 13-14, Pages 896-918Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/02642069.2017.1365140
Keywords
Consumer behaviour of green brands; green perceived quality; green perceived value; green perceived risk; information costs saved
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Funding
- Ministry of Science and Technology [NSC 101-2420-H-0 04-031-DR]
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This study applies perceived risk theory to explore the factors that influence consumers' purchase behaviour towards green brands, including green perceived quality, green perceived value, green perceived risk, information costs saved, and purchase intentions towards green brands. This study focuses on consumers who have the experience of purchasing products from green brands in the food and restaurant service industry in Taiwan. The results of this study show that purchase intentions are positively associated with purchase behaviour. Moreover, the study demonstrates that purchase intentions mediate the impacts of green perceived quality, green perceived value, information costs saved, and green perceived risk on purchase behaviour. Specifically, green perceived risk is negatively influenced by green perceived value and information costs saved and functions as a mediator among green perceived value, information costs saved, and purchase intentions. The study has critical implications for green brand researchers and practitioners.
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