The Influence of Excessive Product Packaging on Green Brand Attachment: The Mediation Roles of Green Brand Attitude and Green Brand Image

Yu-Shan Chen,Shu-Tzu Hung,Ting-Yu Wang,A-Fen Huang,Yen-Wen Liao

doi:10.3390/su9040654

Abstract

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.

Highlights

Many countries have raised a number of solutions for the global warming problem, which is believed to have a significant impact on climate change [1,2]
Because of the popularity of greenwash in the market, this study argues that green brand image does not significantly affect green brand attitude in the field of green marketing, though there is a positive relationship between brand image and brand attitude in the field of marketing
The majority of respondents spent less than $150 per year for green products purchase. This reveals that green products or green brands were no stranger to customers; the purchase amount and frequency are still limited

Summary

Introduction

Many countries have raised a number of solutions for the global warming problem, which is believed to have a significant impact on climate change [1,2]. The United States Environmental Protection Agency claimed that about 258 million tons of municipal solid waste (MSW) were generated in 2014 in the United States [3]. Over 89 million tons of MSW were recycled and composted, equivalent to a 34.6 percent recycling rate, which provided an annual reduction of over 181 million metric tons of carbon dioxide equivalent emissions, comparable to the annual emissions from over 38 million passenger cars. This fact shows that recycling contributes to GHG emissions reduction. Litter due to excessive packaging is increasingly important among those interlocking environmental problems in recent years [5]

Methods

Results

Conclusion