Paper Title :The Negative Impact Of Green wash On Green Purchase Intention

Author :Yu-Shan Chen, Yu-I Lee, Ching-Ying Lin, Pi-Yu Lai

Article Citation :Yu-Shan Chen ,Yu-I Lee ,Ching-Ying Lin ,Pi-Yu Lai , (2016 ) " The Negative Impact Of Green wash On Green Purchase Intention " , International Journal of Management and Applied Science (IJMAS) , pp. 112-118, Volume-2,Issue-2

Abstract : The study investigates the impact of green wash on green purchase intention and discusses the mediation roles of green brand image and green loyalty. The research object of this study focuses on Taiwanese consumers that have the experience to purchase information and electronics products in Taiwan. This study applies structural equation modeling (SEM) to undertake an empirical study. The results demonstrate that green wash negatively influences green purchase intention. In addition, this research verifies that green wash is negatively related to both of green brand image and green loyalty that would positively influence green purchase intention. This paper also proves that green brand image and green loyalty mediate the negative relationship between green wash and green purchase intention. Hence, this study suggests that companies should reduce their green wash behaviors and raise their green brand image and green loyalty to enhance their green purchase intention. Keywords- Green Wash; Green Purchase Intention; Green Brand Image; Green Loyalty; Green Marketing

Type : Research paper

Published : Volume-2,Issue-2

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