IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v9y2017i4p654-d96304.html
   My bibliography  Save this article

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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Yu-Shan Chen & Shu-Tzu Hung & Ting-Yu Wang & A-Fen Huang & Yen-Wen Liao, 2017. "The Influence of Excessive Product Packaging on Green Brand Attachment: The Mediation Roles of Green Brand Attitude and Green Brand Image," Sustainability, MDPI, vol. 9(4), pages 1-15, April.
  • Handle: RePEc:gam:jsusta:v:9:y:2017:i:4:p:654-:d:96304
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/9/4/654/pdf
    Download Restriction: no

    File URL: https://www.mdpi.com/2071-1050/9/4/654/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Jennifer Edson Escalas & James R. Bettman, 2005. "Self-Construal, Reference Groups, and Brand Meaning," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(3), pages 378-389, December.
    2. Geller, E Scott, 1981. "Evaluating Energy Conservation Programs: Is Verbal Report Enough?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 8(3), pages 331-335, December.
    3. Roper, Stuart & Parker, Cathy, 2013. "Doing well by doing good: A quantitative investigation of the litter effect," Journal of Business Research, Elsevier, vol. 66(11), pages 2262-2268.
    4. Alastair Iles, 2008. "Shifting to green chemistry: the need for innovations in sustainability marketing," Business Strategy and the Environment, Wiley Blackwell, vol. 17(8), pages 524-535, December.
    5. Yu-Shan Chen & Ching-Hsun Chang, 2013. "Greenwash and Green Trust: The Mediation Effects of Green Consumer Confusion and Green Perceived Risk," Journal of Business Ethics, Springer, vol. 114(3), pages 489-500, May.
    6. Batra, Rajeev & Stayman, Douglas M, 1990. "The Role of Mood in Advertising Effectiveness," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(2), pages 203-214, September.
    7. Yu-Shan Chen & Ching-Hsun Chang & Shu-Ling Yeh & Hsin-I Cheng, 2015. "Green shared vision and green creativity: the mediation roles of green mindfulness and green self-efficacy," Quality & Quantity: International Journal of Methodology, Springer, vol. 49(3), pages 1169-1184, May.
    8. Yu-Shan Chen, 2008. "The Driver of Green Innovation and Green Image – Green Core Competence," Journal of Business Ethics, Springer, vol. 81(3), pages 531-543, September.
    9. Pui Ng & Muhammad Butt & Kok Khong & Fon Ong, 2014. "Antecedents of Green Brand Equity: An Integrated Approach," Journal of Business Ethics, Springer, vol. 121(2), pages 203-215, May.
    10. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    11. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    12. Yu-Shan Chen & Shyh-Bao Lai & Chao-Tung Wen, 2006. "The Influence of Green Innovation Performance on Corporate Advantage in Taiwan," Journal of Business Ethics, Springer, vol. 67(4), pages 331-339, September.
    13. Bearden, William O & Etzel, Michael J, 1982. "Reference Group Influence on Product and Brand Purchase Decisions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 183-194, September.
    14. Joonas Rokka & Liisa Uusitalo, 2008. "Preference for green packaging in consumer product choices : Do consumers care?," Post-Print hal-02313351, HAL.
    15. Valentina De Marchi & Eleonora Di Maria & Stefano Micelli, 2013. "Environmental Strategies, Upgrading and Competitive Advantage in Global Value Chains," Business Strategy and the Environment, Wiley Blackwell, vol. 22(1), pages 62-72, January.
    16. Yu-Shan Chen & Ke-Chiun Chang, 2013. "The nonlinear effect of green innovation on the corporate competitive advantage," Quality & Quantity: International Journal of Methodology, Springer, vol. 47(1), pages 271-286, January.
    17. Wu, Paul C.S. & Yeh, Gary Yeong-Yuh & Hsiao, Chieh-Ru, 2011. "The effect of store image and service quality on brand image and purchase intention for private label brands," Australasian marketing journal, Elsevier, vol. 19(1), pages 30-39.
    18. Yu-Shan Chen & Ching-Hsun Chang, 2013. "Utilize structural equation modeling (SEM) to explore the influence of corporate environmental ethics: the mediation effect of green human capital," Quality & Quantity: International Journal of Methodology, Springer, vol. 47(1), pages 79-95, January.
    19. Lan Nguyen Chaplin & Deborah Roedder John, 2005. "The Development of Self-Brand Connections in Children and Adolescents," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(1), pages 119-129, June.
    20. Yu-Shan Chen & Ching-Hsun Chang, 2013. "Enhance environmental commitments and green intangible assets toward green competitive advantages: an analysis of structural equation modeling (SEM)," Quality & Quantity: International Journal of Methodology, Springer, vol. 47(1), pages 529-543, January.
    21. Yu-Shan Chen, 2010. "The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust," Journal of Business Ethics, Springer, vol. 93(2), pages 307-319, May.
    22. Yi He & Qimei Chen & Dana L. Alden, 2016. "Time will tell: managing post-purchase changes in brand attitude," Journal of the Academy of Marketing Science, Springer, vol. 44(6), pages 791-805, November.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yu-Shan Chen & Ching-Hsun Chang & Yu-Hsien Lin, 2014. "The Determinants of Green Radical and Incremental Innovation Performance: Green Shared Vision, Green Absorptive Capacity, and Green Organizational Ambidexterity," Sustainability, MDPI, vol. 6(11), pages 1-20, November.
    2. Qiong Yao & Suzhen Zeng & Shibin Sheng & Shiyuan Gong, 2021. "Green innovation and brand equity: moderating effects of industrial institutions," Asia Pacific Journal of Management, Springer, vol. 38(2), pages 573-602, June.
    3. Tai-Wei Chang & Kuo-Hsuan Wang & Yi-Hsiung Lin, 2020. "Corporate Sustainability: It’s Mine! Effect of Green Product Psychological Ownership on the Environmental Behavior and Performance of Employees," Sustainability, MDPI, vol. 12(24), pages 1-19, December.
    4. Minh-Tri Ha, 2021. "Optimizing Green Brand Equity: The Integrated Branding and Behavioral Perspectives," SAGE Open, , vol. 11(3), pages 21582440211, July.
    5. Erifili Papista & Athanasios Krystallis, 2013. "Investigating the Types of Value and Cost of Green Brands: Proposition of a Conceptual Framework," Journal of Business Ethics, Springer, vol. 115(1), pages 75-92, June.
    6. Lin, Jialing & Lobo, Antonio & Leckie, Civilai, 2017. "The role of benefits and transparency in shaping consumers’ green perceived value, self-brand connection and brand loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 133-141.
    7. Gurzki, Hannes & Woisetschläger, David M., 2017. "Mapping the luxury research landscape: A bibliometric citation analysis," Journal of Business Research, Elsevier, vol. 77(C), pages 147-166.
    8. Veloutsou, Cleopatra & Moutinho, Luiz, 2009. "Brand relationships through brand reputation and brand tribalism," Journal of Business Research, Elsevier, vol. 62(3), pages 314-322, March.
    9. Hogg, Margaret K. & Banister, Emma N. & Stephenson, Christopher A., 2009. "Mapping symbolic (anti-) consumption," Journal of Business Research, Elsevier, vol. 62(2), pages 148-159, February.
    10. Muhammad Mohsin Butt & Saadia Mushtaq & Alia Afzal & Kok Wei Khong & Fon Sim Ong & Pui Fong Ng, 2017. "Integrating Behavioural and Branding Perspectives to Maximize Green Brand Equity: A Holistic Approach," Business Strategy and the Environment, Wiley Blackwell, vol. 26(4), pages 507-520, May.
    11. Sheng-Hsiung Chang, 2015. "The Influence of Green Viral Communications on Green Purchase Intentions: The Mediating Role of Consumers’ Susceptibility to Interpersonal Influences," Sustainability, MDPI, vol. 7(5), pages 1-21, April.
    12. J. Shanti & Gaurav Joshi, 2022. "Examining the impact of environmentally sustainable practices on hotel brand equity: a case of Bangalore hotels," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(4), pages 5764-5782, April.
    13. Zhimin Zhou & Fucheng Zheng & Jialing Lin & Nan Zhou, 2021. "The interplay among green brand knowledge, expected eudaimonic well‐being and environmental consciousness on green brand purchase intention," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(2), pages 630-639, March.
    14. Yu-Shan Chen & Ching-Hsun Chang & Yu-Hsien Lin, 2014. "Green Transformational Leadership and Green Performance: The Mediation Effects of Green Mindfulness and Green Self-Efficacy," Sustainability, MDPI, vol. 6(10), pages 1-18, September.
    15. Xingqiang Du, 2015. "How the Market Values Greenwashing? Evidence from China," Journal of Business Ethics, Springer, vol. 128(3), pages 547-574, May.
    16. Yi He & Qimei Chen & Dana L. Alden, 2016. "Time will tell: managing post-purchase changes in brand attitude," Journal of the Academy of Marketing Science, Springer, vol. 44(6), pages 791-805, November.
    17. Hyunsoo Kim & Chang Won Lee, 2018. "The Effects of Customer Perception and Participation in Sustainable Supply Chain Management: A Smartphone Industry Study," Sustainability, MDPI, vol. 10(7), pages 1-19, July.
    18. Gema Albort-Morant & Jörg Henseler & Antonio Leal-Millán & Gabriel Cepeda-Carrión, 2017. "Mapping the Field: A Bibliometric Analysis of Green Innovation," Sustainability, MDPI, vol. 9(6), pages 1-15, June.
    19. Mert Gürlek & Muharrem Tuna, 2018. "Reinforcing competitive advantage through green organizational culture and green innovation," The Service Industries Journal, Taylor & Francis Journals, vol. 38(7-8), pages 467-491, June.
    20. Amélie Guèvremont & Bianca Grohmann, 2018. "Does brand authenticity alleviate the effect of brand scandals?," Journal of Brand Management, Palgrave Macmillan, vol. 25(4), pages 322-336, July.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:9:y:2017:i:4:p:654-:d:96304. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.