||Factor Influence on Green Shop Brand Equity
||Executive Master's Program of Business Administration in Management Sciences
Green Brand Trust
Green Brand Equity
本研究探討綠色商店與其環保訴求是否具有一致性，進而影響其綠色品牌權益。 研究應用刺激-內在感受-反應 (Stimulus-Organism-Response) 模型，試著探討周遭綠色環境一致性與社會二個因素是否與消費者的認知風險及綠色信任有關連，進而探知綠色信任及認知風險對綠色品牌權益的影響程度。本研究透過驗證性因素分析來確認研究之信效度，以結構方程模式來檢測其架構假設。
||With increasing global warming and climate change in recent years, environmental protection has become an important and urgent issue. With many celebrities supporting the initiative, environmental issues are getting much more attention. Currently the concept of green shops to promote environmental awareness and carbon reduction ideas has been introduced in Taiwan.
This study investigates whether green shops and a green environment are consistent with each other, thereby affecting its green brand equity. This study uses the three constructs of the SOR model (stimulus-organism-response), trying to see whether ambient congruence with green environment and social influence constructs are connected to the consumer’s perceived risk and green brand trust and also to track if perceived risk and green brand trust can affect green brand equity. This research tested the construct validity and reliability through confirmatory factor analysis and applied structural equation modeling to examine the research framework.
The final research results reveal ambient congruence with a green environment doesn’t directly influence the perceived risk and green trust statistically, and social influence that is significantly positive affects green trust and perceived risk. Both green trust and perceived risk significantly affect the consumer-based green brand equity of green shops.
||TABLE OF CONTENTS
Chapter 1. Introduction 1
1.1 Background 1
1.2 Objectives of Research 7
1.3 Research Process and Thesis Organization 8
Chapter 2. Literature Review 10
2.1 Green Marketing 10
2.2 Green Shop 13
2.3 Stimulus–Organism–Response Model 17
2.3.1 Stimulus 18
2.3.2 The organismic variable 26
2.3.3 Green trust 28
2.3.4 Perceived risk 29
2.3.5 The response 30
2.3.6 Green shop brand equity 30
Chapter 3. Research Design and Methodology 32
3.1 The Relationship for Ambient Congruence with Green Environment, Social Factors, Perceived Risk, Green Trust and Green Shop Brand Equity 32
3.1.1 Ambient congruence with green environment and perceived risk 32
3.1.2 Ambient congruence with green environment and green trust 34
3.1.3 Social factors and perceived risk 36
3.1.4 Social factors and green trust 37
3.1.5 Perceived risk and green shop brand equity 39
3.1.6 Green trust and green shop brand equity 41
3.2 Sampling and Data Collection 44
3.3 Research Setting 46
3.4 Measurement Development 47
3.5 Questionnaire Design and Pre-testing 47
3.6 Data Analysis Methods 52
Chapter 4. Result and Discussion 54
4.1 Respondent’s Profiles 54
4.2 Measurement Accuracy Analysis 55
4.3 Choosing Estimate Method 59
4.4 Hypotheses Testing 60
Chapter 5. Conclusions 65
5.1 Research Discussion 65
5.2 Research Implications 67
5.3 Limitations and Future Research 70
Appendix I 87
Appendix II 89
LIST OF TABLES
Table 1.1 The Agencies within Executive Yuan and Subordinate Agencies under City Government 4
Table 1.2 Green shop statistics 6
Table 3.1 Resources for questionnaire items on ambient congruence with green environment 49
Table 3.2 Resources for questionnaire items on social factor 50
Table 3.3 Resources for questionnaire items on perceived risk 50
Table 3.4 Resources for questionnaire items on green trust 51
Table 3.5 Resources for questionnaire items on green brand equity 51
Table 4.1 Descriptive statistics of the participant’s profiles 55
Table 4.2 Measurement accuracy analysis statistics 57
Table 4.3 Correlation and Chi-Square difference results (n=477) 58
Table 4.4 The Mean, Standard deviation, Skewness and Kurtosis for each dimension 59
Table 4.5 Goodness-of-fit measures of the research model 61
Table 4.6 The results of structure equation modeling 63
Table 4.7 The results of the hypotheses 64
LIST OF FIGURES
Figure 1.1 Research process 9
Figure 2.1 History of green mark promotion 17
Figure 3.1 Conceptual framework 44
Figure 4.1 Hypotheses testing: Structure Equation Modeling 62
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