Exploring the relationship of green packaging design with consumers’ green trust, and green brand attachment

Yi-Chun Yang1, Xin Zhao2
1Faculty of Business, City University of Macau, Macao
2School of Tourism Management, Hainan Tropical Ocean University, People’s Republic of China
Cite this article:  Yang, Y. , & Zhao, X. (2019). Exploring the relationship of green packaging design with consumers’ green trust, and green brand attachment. Social Behavior and Personality: An international journal, 47, e8181.

Volume 47 Issue 8 | e8181 | Published: August 2019 | DOI: https://doi.org/10.2224/sbp.8181

Abstract
Full Text
References
Tables and Figures
Acknowledgements
Author Contact

With growing concern over environmental issues, the effect of green packaging design on consumer behavior is becoming increasingly more important. We established a framework based on extant research and further proposed that there are five dimensions (i.e., environmental protection, safety, packaging design concept, environmental identification, and convenience) that influence consumers’ green trust, which, in turn, facilitates green brand attachment. In this study we applied structural equation modeling, and data were collected from 286 Taiwanese consumers. The results suggest that green packaging design is a strong predictor of green trust, which enhances green brand attachment. Moreover, green trust is an effective mediator between green packaging design and green brand attachment. The findings help fill the gap in the literature regarding the relationships among, green packaging design, green trust, and green brand attachment.

Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.