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Greenwash and Green Brand Equity: Yu-Shan Chen, Wen-Pin Tien, Yu-I Lee, Ming-Lun Tsai by minhkhangnguyen675 is a document available to read on EtoBox.

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The study examines the negative impact of greenwash on green brand equity among Taiwanese consumers purchasing information and electronics products, highlighting the mediating roles of green brand image and green satisfaction. It finds that greenwash diminishes both green brand image and satisfaction, ultimately undermining brand equity, and suggests that companies should reduce greenwashing practices to enhance consumer trust. The research aims to provide a framework for improving green brand equity throug

Author

minhkhangnguyen675

Language

EN