The Influence of Excessive Product Packaging on Green Brand Attachment: The Mediation Roles of Green Brand Attitude and Green Brand Image

Yu-Shan Chen, Shu-Tzu Hung, Ting-Yu Wang, A-Fen Huang and Yen-Wen Liao
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Yu-Shan Chen: Department of Business Administration, National Taipei University, 151, University Rd., San Shia, New Taipei City 237, Taiwan
Shu-Tzu Hung: Department of Business Administration, National Taipei University, 151, University Rd., San Shia, New Taipei City 237, Taiwan
Ting-Yu Wang: Department of Business Administration, National Taipei University, 151, University Rd., San Shia, New Taipei City 237, Taiwan
A-Fen Huang: Department of Business Administration, National Taipei University, 151, University Rd., San Shia, New Taipei City 237, Taiwan
Yen-Wen Liao: Department of Business Administration, National Taipei University, 151, University Rd., San Shia, New Taipei City 237, Taiwan

Sustainability, 2017, vol. 9, issue 4, 1-15

Abstract: This study develops an original framework to explore the influence of excessive product packaging on green brand attachment and to discuss the mediation roles of green brand attitude and green brand image. Structural Equation Modeling (SEM) is applied to verify the research framework. The results from a dataset of 238 valid questionnaires show that excessive product packaging has no direct effect on green brand attachment. However, green brand attitude and green brand image fully mediate the negative relationship between excessive product packaging and green brand attachment. Managerially, this study helps firms understand that excessive product packaging may bring damage to green brand attitude and green brand image, which positively relate to green brand attachment. Thus, committing to promoting the functional benefit of green products, firms must not neglect the negative effects of excessive product packaging.

Keywords: excessive product packaging; green brand attachment; green brand attitude; green brand image (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (28)

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