Next Article in Journal
Peripherization of Indemnificatory Housing Community under Land-Centered Urban Transformation: The Case of Nanjing, China
Previous Article in Journal
A Multicriteria Model to Evaluate Strategic Plans for the Nautical and Naval Industry in Cartagena de Indias, Colombia
Article Menu
Issue 4 (April) cover image

Export Article

Open AccessArticle
Sustainability 2017, 9(4), 654; doi:10.3390/su9040654

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

Department of Business Administration, National Taipei University, 151, University Rd., San Shia, New Taipei City 237, Taiwan
*
Author to whom correspondence should be addressed.
Academic Editor: Marc A. Rosen
Received: 15 February 2017 / Revised: 14 April 2017 / Accepted: 17 April 2017 / Published: 20 April 2017
View Full-Text   |   Download PDF [551 KB, uploaded 20 April 2017]   |  

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. View Full-Text
Keywords: excessive product packaging; green brand attachment; green brand attitude; green brand image excessive product packaging; green brand attachment; green brand attitude; green brand image
Figures

Figure 1

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

Scifeed alert for new publications

Never miss any articles matching your research from any publisher
  • Get alerts for new papers matching your research
  • Find out the new papers from selected authors
  • Updated daily for 49'000+ journals and 6000+ publishers
  • Define your Scifeed now

SciFeed Share & Cite This Article

MDPI and ACS Style

Chen, Y.-S.; Hung, S.-T.; Wang, T.-Y.; Huang, A.-F.; Liao, Y.-W. The Influence of Excessive Product Packaging on Green Brand Attachment: The Mediation Roles of Green Brand Attitude and Green Brand Image. Sustainability 2017, 9, 654.

Show more citation formats Show less citations formats

Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Related Articles

Article Metrics

Article Access Statistics

1

Comments

[Return to top]
Sustainability EISSN 2071-1050 Published by MDPI AG, Basel, Switzerland RSS E-Mail Table of Contents Alert
Back to Top