Effect of Green Attributes Transparency on WTA for Green Cosmetics: Mediating Effects of CSR and Green Brand Concepts

Yung-Hsin Lee,Shui-Lien Chen

doi:10.3390/su11195258

Abstract

Green attributes transparency presents new opportunities and challenges to advertisers. This study developed a research framework to enhance consumers’ willingness to adopt green cosmetics from several green constructs, such as corporate transparency, corporate social responsibility (CSR), green brand image, green brand trust, and green brand equity, and showed the green field strategy implications. This study commissioned a professional survey company to distribute an online questionnaire of cosmetic using experience to the participants. AMOS statistics software was used to analyze the measurement reliability and validity, and to examine the research hypotheses using structural equation modeling. The contribution of the study aimed to provide a correct standpoint for new concepts of green strategy in accordance with environmental trends, activities, and positive enterprise image to increase the consumers’ willingness to adopt green cosmetics from five constructs.

Highlights

IntroductionFirms can complete their market transparency by providing the information related to prices and their products through advertising [1]
We aim to understand whether green strategy, the one which is used for implementation in the green businesses and engaged in the green activities, will affect consumer willingness to adopt green cosmetics; this study is based on six dimensions to develop a research framework and to explore the relationship between each of them
We offer a correct standpoint of new concepts about green attributes transparency, which in compliance with environmental trends should increase the role of related constructs, such as Corporate Social Responsibility (CSR) image, green brand image, green brand trust, green brand equity and consumer Willingness to Adopt (WTA) green cosmetics

Summary

Introduction

Firms can complete their market transparency by providing the information related to prices and their products through advertising [1]. Green marketing has positive impacts on environment, consumers, the general public, and economies [2]. Due to rising environmental consciousness, consumers increasingly choose those green products which are harmless to our environment which drives consumers to consider and purchase the product with the green attributes transparency. The goods and services provided by enterprises should meet the needs of the mainstream, and environmentally friendly products are one of these conditions [5]. If consumers have positive attitudes towards environmental subjects, they tend to be willing to pay excess prices to ensure the product quality [6]

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Conclusion