Greenwash and Green Trust: The Mediation Effects of Green Consumer Confusion and Green Perceived Risk
Greenwash and Green Trust: The Mediation Effects of Green Consumer Confusion and Green Perceived Risk
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DOI：
10.1007/s10551-012-1360-0
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发表时间：
2013-05-01
影响因子：
6.1
通讯作者：
Chang, Ching-Hsun
中科院分区：
文献类型：
--
作者：
Chen, Yu-Shan;Chang, Ching-Hsun
本文探讨了“漂绿”行为对绿色信任的影响，并探讨了绿色消费者困惑和绿色感知风险的中介作用。本研究的研究对象主要集中在有台湾资讯及电子产品购买经验的台湾消费者。本研究采用结构方程模型进行实证研究。研究结果表明，绿色清洗与绿色信任呈负相关。因此，本研究建议企业必须减少洗绿行为，以提升消费者对绿色的信任。此外，本研究发现，绿色消费者混淆与绿色知觉风险在洗绿与绿色信任之间起负向中介作用。研究结果还表明，漂绿行为与绿色消费者混淆和绿色感知风险正相关，而这两个因素会对绿色信任产生负面影响。这意味着绿色清洗不仅直接影响绿色信任，而且通过绿色消费者混淆和绿色感知风险间接影响绿色信任。因此，如果企业想要降低漂绿与绿色信任之间的负相关关系，就需要降低消费者的绿色消费困惑和绿色感知风险。
The paper explores the influence of greenwash on green trust and discusses the mediation roles of green consumer confusion and green perceived risk. The research object of this study focuses on Taiwanese consumers who have the purchase experience of information and electronics products in Taiwan. This research employs an empirical study by means of the structural equation modeling. The results show that greenwash is negatively related to green trust. Therefore, this study suggests that companies must reduce their greenwash behaviors to enhance their consumers' green trust. In addition, this study finds out that green consumer confusion and green perceived risk mediate the negative relationship between greenwash and green trust. The results also demonstrate that greenwash is positively associated with green consumer confusion and green perceived risk which would negatively affect green trust. It means that greenwash does not only negatively affect green trust directly but also negatively influence it via green consumer confusion and green perceived risk indirectly. Hence, if companies would like to reduce the negative relationship between greenwash and green trust, they need to decrease their consumers' green consumer confusion and green perceived risk.