Department of Business Administration, National Taipei University, New Taipei City 237, Taiwan.
Graduate School of Resources Management and Decision Science, National Defense University, Taipei 112, Taiwan.
Int J Environ Res Public Health. 2020 Jun 8;17(11):4089. doi: 10.3390/ijerph17114089.
This study investigates the impact of green brand affect on green purchase intentions and explores the mediation effects of green brand attitude and green brand associations by means of the structural equation model (SEM). There is no previous literature discussing the relationship between brand affect and purchase intentions from the perspective of green marketing. Therefore, this article establishes a green purchase intention framework to fill in the research gap. The research object of this study focuses on Taiwanese consumers who have the purchase experience of information and electronics products in Taiwan. A total of 1000 consumers were randomly selected and 365 valid responses were received. In addition, this research conducted an empirical study using a questionnaire survey and structural equation model (SEM) to verify the research framework. The results show that green brand affect has no direct influence on green purchase intentions. Besides, this study indicates that green brand associations and green brand attitude fully mediate the relationship between green brand affect and green purchase intentions. It implies that green brand affect indirectly influences green purchase intentions via green brand attitude and green brand associations. While companies tend to raise their customers' green purchase intentions, they need to increase their green brand affect, green brand associations, and green brand attitude.
本研究通过结构方程模型（SEM）调查了绿色品牌情感对绿色购买意愿的影响，并探讨了绿色品牌态度和绿色品牌联想的中介作用。之前没有文献从绿色营销的角度讨论品牌情感与购买意愿之间的关系。因此，本文建立了绿色购买意愿框架来填补研究空白。本研究的研究对象集中在具有台湾信息和电子产品购买经验的台湾消费者。共随机抽取 1000 名消费者，收到 365 份有效回复。此外，本研究还通过问卷调查和结构方程模型（SEM）进行了实证研究，以验证研究框架。结果表明，绿色品牌情感对绿色购买意愿没有直接影响。此外，本研究表明，绿色品牌联想和绿色品牌态度完全中介了绿色品牌情感与绿色购买意愿之间的关系。这意味着绿色品牌情感通过绿色品牌态度和绿色品牌联想间接地影响绿色购买意愿。当公司倾向于提高客户的绿色购买意愿时，他们需要提高绿色品牌情感、绿色品牌联想和绿色品牌态度。
