品牌權益之前置、調節與結果變數 : 綠色行銷之實證

Abstract

Due to the terrible environmental destructions around the world, more and more people pay attentions to environment concern. The concept of “green marketing” has emerged as competitive weapon to win the customers from the market place. However what are the influential factors for green marketing, and the interrelationships among three factors are still controversial. Therefore, this study intents to examine how the effects of customer value on brand equity are enhanced by the moderators of green marketing (green promotion and green marketing awareness) and green brand loyalty. This study also intends to verify how the effects of brand equity on customer behavioral intentions are enriched by psychological moderator (self-expressive benefit), relational (brand social responsibility) and demographic (age, gender, education and income) moderators. Following are the results of the survey data obtained from 236 samples. Frist, only 2 (green perceived quality and relationship quality) of 5 factors of customer values have significant and positive effect on brand equity. Second, brand equity has positive influences on customer behavioral intentions (purchase intention and word-of-mouth intention). Third, customers tend to have higher perceived value toward the brand equity, when their green marketing and green brand loyalty are high. Fourth, high self-expressive benefit, high brand social responsibility, female, high education, high income, and older customers will strengthen the positive effect of brand equity on customer behavioral intentions.