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Effect of Green Attributes Transparency on WTA for Green Cosmetics: Mediating Effects of CSR and Green Brand Concepts

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  • Yung-Hsin Lee

    (Department of Banking and Finance, CTBC Business School, Tainan city 70963, Taiwan)

  • Shui-Lien Chen

    (Department of Management Sciences, Tamkang University, New Taipei City 25137, Taiwan)

Abstract

Green attributes transparency presents new opportunities and challenges to advertisers. This study developed a research framework to enhance consumers’ willingness to adopt green cosmetics from several green constructs, such as corporate transparency, corporate social responsibility (CSR), green brand image, green brand trust, and green brand equity, and showed the green field strategy implications. This study commissioned a professional survey company to distribute an online questionnaire of cosmetic using experience to the participants. AMOS statistics software was used to analyze the measurement reliability and validity, and to examine the research hypotheses using structural equation modeling. The contribution of the study aimed to provide a correct standpoint for new concepts of green strategy in accordance with environmental trends, activities, and positive enterprise image to increase the consumers’ willingness to adopt green cosmetics from five constructs.

Suggested Citation

  • Yung-Hsin Lee & Shui-Lien Chen, 2019. "Effect of Green Attributes Transparency on WTA for Green Cosmetics: Mediating Effects of CSR and Green Brand Concepts," Sustainability, MDPI, vol. 11(19), pages 1-15, September.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:19:p:5258-:d:270513
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    3. Yana Us & Tetyana Pimonenko & Oleksii Lyulyov, 2023. "Corporate Social Responsibility and Renewable Energy Development for the Green Brand within SDGs: A Meta-Analytic Review," Energies, MDPI, vol. 16(5), pages 1-18, February.
    4. André Luiz Romano & Luís Miguel D. F. Ferreira & Sandra Sofia F. S. Caeiro, 2021. "Modelling Sustainability Risk in the Brazilian Cosmetics Industry," Sustainability, MDPI, vol. 13(24), pages 1-26, December.
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    6. Hanna Górska-Warsewicz & Maciej Dębski & Michal Fabuš & Marián Kováč, 2021. "Green Brand Equity—Empirical Experience from a Systematic Literature Review," Sustainability, MDPI, vol. 13(20), pages 1-34, October.

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