Work

Exploring the relationship of green packaging design with consumers' green trust, and green brand attachment

Year: 2019

Type: article

Abstract: With growing concern over environmental issues, the effect of green design on consumer behavior is becoming increasingly more important. We established a framework based on extant research and further proposed that there are five dimensions (i.e., environmental protection, safety, packaging design concept, environmental identification, and convenience) that influence consumers' green trust, in turn, facilitates green brand attachment. In this study we applied structural equation modeling, and data were collected from 286 Taiwanese consumers. The results suggest that green packaging design is a strong predictor of green trust, which enhances green brand attachment. Moreover, green trust is an effective mediator between green packaging design and green brand attachment. The findings help fill the gap in the literature regarding the relationships among, green packaging design, green trust, and green brand attachment.

Source: Social Behavior and Personality An International Journal

DOI: 10.2224/sbp.8181

Authors: Yi-Chun Yang, Xin Zhao

Institutions: City University of Macau, Hainan Tropical Ocean University

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Responsible consumption and production

Open Access status: diamond

OpenAlex ID: W2967747732

FWCI: 6.087

Cites:

Cited by: 75

Related to: 10