||The influences of the green advertising and its consequence factors on the green brand trust
||Master’s Program, Department of Management Sciences
||Environmental (green) topics have been explored for decades, and consumers have gradually become aware of beneficial products to our environment. However, various so-called green products in the market have confused consumers as to which ones are actually green products. Moreover, green advertisement directly or indirectly affects consumer trust of an organization and its products. Therefore, this study first explored the effect of response to green advertising (RGA) on green wash (GW), corporate social responsibility brand differentiation (CSRBD), and leadership (LS), and subsequently examined the influence of GW on green consumer confusion (GCC) and green trust (GT). The relationship of GCC, value equity (VE), and GT was also explored, and the influence of CSRBD on value VE and organizational association to GT was investigated. This study discusses the effect of LS on organizational association and GT. Finally, this study explored the moderating effects of purchasing green products.
The study participants were people who were familiar with or had purchased green-brand products and had seen green advertisements. A total of 1264 valid questionnaires were collected and statistical software AMOS 20.0 was used to analyze the research hypotheses, which were examined using structural equation modeling (SEM). The hypotheses of this study are all supported. First, RGA is negatively associated with GW, and is positively associated with CSRBD and LS. GW has positive effects on GCC. Moreover, CSRBD positively influences both VE and organization association (OA). The relationship between LS and organizational association is significant. Furthermore, VE and GT are both negatively affected by GCC. VE is positively associated with GT. OA also has significant influence on GT. The experience of purchasing or nonpurchasing green products has moderating effects in this study. Finally, this study offers several relevant managerial and theoretical implications for green practitioners and discusses the research directions for future studies.
||Table of Contents
Table of Contents V
List of Tables IX
List of Figures X
Chapter 1 Introduction 1
1.1 Introduction 1
1.2 Research Objective 4
1.3 Research Process 4
Chapter 2 Literature Review 6
2.1 Response to Green Advertising 6
2.2 Green Wash 7
2.3 Corporate Social Responsibility Brand Differentiation 9
2.4 Leadership 10
2.5 Green Consumer Confusion 11
2.6 Value Equity 12
2.7 Organization Association 13
2.8 Green Trust 15
2.9 Relationship Between Response to Green Advertising and Green Wash 16
2.10 Relationship Between Response to Green Advertising and Corporate Social Responsibility Brand Differentiation 17
2.11 Relationship Between Response to Green Advertising and Leadership 17
2.12 Relationship Between Green Wash and Green Consumer Confusion 18
2.13 Relationship Between Corporate Social Responsibility Brand Differentiation and Value Equity 19
2.14 Relationship Between Corporate Social Responsibility Brand Differentiation and Organization Association 20
2.15 Relationship Between Leadership and Organizational Association 20
2.16 Relationship Between Green Consumer Confusion and Value Equity 21
2.17 Relationship Between Green Consumer Confusion and Green Trust 22
2.18 Relationship Between Value Equity and Green Trust 23
2.19 Relationship Between Organizational Association and Green Trust 23
2.20 Moderating Effects 24
Chapter 3 Methodology 26
3.1 Research Setting 27
3.2 Questionnaire Design and Pretest 27
3.3 Sample and Data Collection 29
3.4 Data Analysis Method 29
3.4.1 Descriptive Statistics Analysis 30
3.4.2 Reliability and Validity Analysis 30
Chapter 4 Data Analysis and Results 31
4.1 Respondent Proﬁles 31
4.2 Measurement Model 33
4.2.1 Confirmatory Factor Analysis (CFA) 33
4.3 Reliability and Validity 34
4.3.1 Reliability Analysis 34
4.3.2 Validity Analysis 37
4.4 Structure Equation Model Analysis 41
4.4.1 Overall Model Validation 41
4.4.2 Structural Equation Model Evaluation Hypothesis Test 42
4.4.3 The Moderating Role: The Experience of Purchasing Green Products 47
Chapter 5 Conclusion 51
5.1 Discussion 51
5.2 Theoretical Implication 54
5.3 Managerial Implication 55
5.4 Research Limitations and Future Research 56
List of Tables
Table 3.1 Sources of Measure Items 28
Table 4.1 Descriptive statistics of the respondent’s profiles 32
Table 4.2 Analysis of Measurement Accuracy 34
Table 4.3 Analysis of Reliability and Convergent Validity 36
Table 4.4 AVE/ Squared correlation and difference of chi-squared 38
Table 4.5 Confidence Interval 39
Table 4.6 Goodness-of-Fit 42
Table 4.7 Hypothesis Test Analysis 43
Table 4.8 Direct, Indirect and Total Effects 46
Table 4.9 Invariance Tests across the experience of purchasing green product 50
Table 5.1 Analysis of hypothesis test 53
List of Figures
Figure 1.1 Research Process 5
Figure 3.1 The Research Conceptual Framework 26
Figure 4.1 Structure Equation Modeling Analyses 44
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