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

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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)

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
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    References listed on IDEAS

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