The Influence of Green Perceived Confusion on Green Purchase Intentions: The Mediation Effects of Environmental Affective Commitment and Green Brand Awareness

• Main Authors: KAO, HSIN-YI, 高幸憶
• Other Authors: Chen, Yu-Shan
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/dq3u2v

碩士 === 國立臺北大學 === 企業管理學系碩士在職專班 === 106 === In recent years, green consumption has become a trend. Consumers may become perceived confusion when facing with numerous information and products, as well as corporate claims about their environmental friendliness. In order to create value and to differentiate from competitors, companies need to not only develop a brand that wins consumers’ recognition but also increase green awareness of the brand to win consumers. This study investigates the influence of green perceived confusion on green purchase intentions and discussion the mediations effects of environmental affective commitment and green brand awareness. Our study undertakes an empirical study by means of questionnaire survey, focuses on the consumers who have purchased green products. A total of three hundred and sixty-five questionnaires are valid. We adopt the software SPSS to test the research framework. The results of this study indicate that: (1) Green perceived confusion has no impact on environmental affective commitment. (2) Green perceived confusion has a significant negative impact on green brand awareness. (3) Green perceived confusion has no impact on green purchase intentions. (4) Environmental affective commitment has a significant positive impact on green purchase intentions. (5) Green brand awareness has a significant positive impact on green purchase intentions. Based on the above results, our study finds that environmental affective commitment has no mediation effect on influence of green perceived confusion for green purchase intentions. But, Green brand awareness has fully mediation effect on influence of green perceived confusion for green purchase intentions.