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首页> 外文期刊>Sustainability >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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The Influence of Excessive Product Packaging on Green Brand Attachment: The Mediation Roles of Green Brand Attitude and Green Brand Image

机译：过度产品包装对绿色品牌依恋的影响：绿色品牌态度和绿色品牌形象的调解作用

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摘要

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.
机译：本研究开发了一个原有的框架，探讨过度产品包装对绿色品牌附件的影响，并讨论绿色品牌态度和绿色品牌形象的调解作用。构造方程建模（SEM）应用于验证研究框架。 238个有效问卷的数据集的结果表明，过量的产品包装对绿色品牌附件没有直接影响。然而，绿色品牌态度和绿色品牌形象完全调解过多的产品包装和绿色品牌附件之间的负面关系。管理层，这项研究有助于公司了解过多的产品包装可能会对绿色品牌态度和绿色品牌形象造成损害，这与绿色品牌依恋有关。因此，致力于促进绿色产品的功能益处，企业不能忽视过量产品包装的负面影响。

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