期刊
SUSTAINABILITY
卷 9, 期 4, 页码 -出版社
MDPI
DOI: 10.3390/su9040654
关键词
excessive product packaging; green brand attachment; green brand attitude; green brand image
资金
- Ministry of Science and Technology in Taiwan (MOST) [MOST 104-2410-H-305-070-MY2]
This study develops an original framework to explore the influence of excessive product packaging on green brand attachment and to discuss the mediation roles of green brand attitude and green brand image. Structural Equation Modeling (SEM) is applied to verify the research framework. The results from a dataset of 238 valid questionnaires show that excessive product packaging has no direct effect on green brand attachment. However, green brand attitude and green brand image fully mediate the negative relationship between excessive product packaging and green brand attachment. Managerially, this study helps firms understand that excessive product packaging may bring damage to green brand attitude and green brand image, which positively relate to green brand attachment. Thus, committing to promoting the functional benefit of green products, firms must not neglect the negative effects of excessive product packaging.
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