||The impact of green marketing strategies and brand evaluations on consumers' willingness to adopt (WTA): Using green cosmetics as an example
||Master’s Program, Department of Management Sciences
green corporate transparency
environmental material usage
corporate social responsibility (CSR)
green brand image
green brand trust
green brand equity
willingness to adopt (WTA)
new environmental paradigm (NEP)
|| Enterprises engaged in a variety of production activities to fit the customers' demands, which in turn brought many negative impacts on the Earth. Currently, environmental consciousness gradually becomes a tendency, thus, humanity is reducing the environmental harm or engaging in useful activities on the environment to make a contribution to the Earth's protection. In addition to complete the company's own business objective to satisfy consumers' demands as the purpose, but also to promote environmental consciousness among consumers as an indicator of corporate strategy. Therefore, this study is to understand whether green strategy implemented in the green businesses engaged in the green activities will affect consumer willingness to adopt, utilizing eight dimensions and one moderator to develop a research framework to explore the relationship between the dimensions. This study distributed an online questionnaire to the participants with cosmetic using experience, 713 effective data sets were collected.
This study commissioned a professional survey company to distribute an online questionnaire to the participants with cosmetic using experience. AMOS17.0 statistics software was employed to analyze the measurement reliability and validity and examine the research hypothesis using structural equation modeling. The hypotheses were all supported to be as follows: First, green corporate transparency, environmental material usage and green expertise have significant positive impacts on both the corporate social responsibility and green brand image. Second, the corporate social responsibility and green brand image have significant positive impacts on both the green brand trust and green brand equity. Third, the green brand trust and green brand equity have significant positive impacts on willingness to adopt. Fourth, this study proposes the moderator variable: NEP is partially supported in the model. Finally, this research reveals several managerial implications to the enterprise managers who would like to be engaged in the green activity providing the practical suggestions, and the theoretical implications and further directions for future researchers.
||Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Purpose 4
1.3 Research Process 6
Chapter 2 Literature Review and Research Hypothesis 8
2.1 Literature Review 8
2.1.1 Green Corporate Transparency 8
2.1.2 Environmental Material Usage 10
2.1.3 Green Expertise 12
2.1.4 Corporate Social Responsibility (CSR) 14
2.1.5 Green Brand Image 17
2.1.6 Green Brand Trust 18
2.1.7 Green Brand Equity 20
2.1.8 Willingness to adopt 22
2.1.9 New Environmental Paradigm (NEP) 23
2.2 Research Hypothesis 24
2.2.1 Relationship between green corporate transparency and CSR 24
2.2.2 Relationship between green corporate transparency and green brand image 25
2.2.3 Relationship between Environmental Material Usage and CSR 26
2.2.4 Relationship between Environmental Material Usage and Green Brand Image 27
2.2.5 Relationship between Green Expertise and CSR 28
2.2.6 Relationship between Green Expertise and Green Brand Image 29
2.2.7 Relationship between CSR and Green Brand Trust 29
2.2.8 Relationship between CSR and Green Brand Equity 30
2.2.9 Relationship between Green Brand Image and Green Brand Trust 31
2.2.10 Relationship between Green Brand Image and Green Brand Equity 32
2.2.11 Relationship between WTA and Green Brand Trust 33
2.2.12 Relationship between WTA and Green Brand Equity 33
2.2.13 New Environmental Paradigm (NEP) 34
Chapter 3 Research Methodology and Measurement 36
3.1 Research Framework 36
3.2 Constructs Development 36
3.3 Research Setting 40
3.4 Research Method 41
3.4.1 Data Collection and Sampling 41
3.4.2 Data Analysis Method 42
Chapter 4 Data Analysis Methodology and Results 45
4.1 Respondent Profiles 45
4.2 Measurement Model Results 47
4.2.1 CFA and Model Fit 47
4.2.2 Reliability Analysis 48
4.2.3 Validity Analysis 50
4.3 Structural Model Results 53
4.3.1 Overall Model Validation 53
4.3.2 Structural Equation Model Evaluate Hypothesis Test 53
4.4 Direct and Indirect Effect 55
4.5 Moderating Role of the New Environmental Paradigm 58
Chapter 5 Conclusions and Implications 61
5.1 Discussion 61
5.2 Theoretical and Managerial Implications 63
5.2.1 Theoretical Implication 63
5.2.2 Managerial Implication 64
5.3 Limitations and Future Research 66
List of Tables
Table1.1 Each product of cosmetics manufacturing industry accounts for the sales proportion 2
Table1.2 The production value of cosmetics manufacturing industry 2
Table1.3 The sales value of cosmetics manufacturing industry 2
Table4.1 Descriptive statistics of the respondents’ profiles 46
Table4.2 CFA model fits 47
Table4.3 Measurement properties 49
Table4.4 Correlation and Chi-Square Difference Results 51
Table4.5 Correlation coefficient confidence intervals 52
Table4.6 Goodness-of-fit measures of the structural model 53
Table4.7 The results of the structural equation model 55
Table4.8 The coefficient and t-value of the direct and indirect effect 57
Table4.9 Invariance tests across NEP 60
List of Figures
Figure1.1 Research Process 7
Figure3.1 Research Framework 36
Figure4.1 Structural equation model of hypotheses testing result 54
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