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首页> 外文期刊>Business Ethics, the Environment & Responsibility >Greenwash and green brand equity: The mediating role of green brand image, green satisfaction and green trust and the moderating role of information and knowledge
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Greenwash and green brand equity: The mediating role of green brand image, green satisfaction and green trust and the moderating role of information and knowledge

机译：漂绿与绿色品牌资产：绿色品牌形象、绿色满意度和绿色信任的中介作用以及信息和知识的调节作用

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Abstract This work examines the impact of greenwash on green brand equity and analyses the mediation effects of green brand image, green satisfaction and green trust as well as the moderating effect of information and knowledge based on the legitimacy theory and signalling theory. This study adopts a questionnaire‐based survey design to gather data from 445 respondents using a cluster random sampling technique. Data collection focuses on Vietnamese consumers who had purchased electronic products in Ho Chi Minh City, Vietnam. The findings show that although greenwash is not significantly related to green brand equity possibly due to the halo effect, greenwash is adversely related to green brand image, green satisfaction and green trust, which would positively influence green brand equity. In other words, green brand image, green satisfaction and green trust play a full mediation role in the relationship between greenwash and green brand equity. In addition, information and knowledge actually moderate the relationship between greenwash and green brand equity, and it strengthens the adverse relationship between greenwash and green brand equity. This research is the first to combine green brand image, green satisfaction and green trust as mediators to shed light on the understanding of different impact mechanisms in the greenwash–green brand equity relationship. Furthermore, this research is also the first to study information and knowledge as a moderator in the greenwash–green brand equity relationship. This provides a better insight into the process and context by which greenwash affects green brand equity. Taken together, the findings of this study extend and advance the understanding regarding the different mechanisms and the dynamics in which green brand image, green satisfaction, green trust as mediators and information and knowledge as a moderator can play in the emerging market context of consumers of electronic products in Vietnam. The findings enrich the growing body of green marketing literature and contribute significantly towards a unified theory of brand equity.
机译：摘要工作检查的影响漂绿绿色品牌资产和分析中介效应的绿色品牌形象,绿色满意度和绿色以及信任调节效应的信息和知识基于合法性理论和信号理论。从445名受访者调查设计收集数据使用一个集群随机抽样技术。收藏关注越南消费者购买了电子产品在胡志明吗城市,越南。漂绿绿不显著相关品牌资产可能由于晕轮效应,漂绿不利相关绿色品牌形象,绿色的满意度和绿色信托会积极影响绿色品牌资产。句话说,绿色品牌形象,绿色满意度和绿色发挥充分的信任中介作用之间的关系漂绿和绿色品牌资产。信息和知识实际上是温和的漂绿,绿色品牌之间的关系股票,它加强了不利漂绿,绿色品牌之间的关系股本。绿色品牌形象,绿色的满意度和绿色信任作为调停人来阐明理解不同的影响机制greenwash-green品牌资产关系。此外,本研究也第一个研究信息和知识作为一个主持人greenwash-green品牌资产关系。这提供了一个更好的了解过程漂绿影响绿色和上下文品牌资产。本研究扩展和促进理解关于不同的机制和动态的绿色品牌形象,绿色满意度、绿色作为调停人和信任信息和知识作为主持人可以玩在新兴市场的消费者电子产品在越南。丰富了越来越多的绿色营销文学和贡献明显走向统一的品牌资产理论。

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