Research on Relationship between Corporate Environmental Responsibility and Brand Equity--Moderating Effect of Consumer Attitude

Abstract

Enterprises have become the main body of environmental pollution, thus, they have to face two issues: economic development and corporate environmental responsibility. In this study, the author applied theory of attitude and action relations to build the conceptual model, and verify the relationship between environmental responsibility and brand assets, and the moderating effect of consumer environment attitude towards corporate environmental responsibility. The results show that the effect of corporate environmental responsibility and dimensions of brand equity are significant, meanwhile, the moderating effect were partly significant.