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Quality & Quantity

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01.09.2014

The influence of greenwash on green word-of-mouth (green WOM): the mediation effects of green perceived quality and green satisfaction

verfasst von: Yu-Shan Chen, Chang-Liang Lin, Ching-Hsun Chang

Erschienen in: Quality & Quantity | Ausgabe 5/2014

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Abstract

The study discusses the influence of greenwash on green word-of-mouth (green WOM) and explores the mediation roles of green perceived quality and green satisfaction. The research object of this study focuses on Taiwanese consumers who have the experience to purchase information and electronics products in Taiwan. This research utilizes structural equation modeling to undertake an empirical study. The results indicate that greenwash negatively affects green WOM. Besides, this paper proves that greenwash negatively impacts green perceived quality and green satisfaction which would positively influence green WOM. This study demonstrates that green perceived quality and green satisfaction mediate the negative relationship between greenwash and green WOM. It means that greenwash does not only have a directly negative effect on green WOM, but also have an indirectly negative effect on it via green perceived quality and green satisfaction. Thus, this study suggests that companies should decrease their greenwash behaviors and enhance their consumers’ green perceived quality and green satisfaction to increase their consumers’ green WOM.

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Titel: The influence of greenwash on green word-of-mouth (green WOM): the mediation effects of green perceived quality and green satisfaction
verfasst von: Yu-Shan Chen
Chang-Liang Lin
Ching-Hsun Chang
Publikationsdatum: 01.09.2014
Verlag: Springer Netherlands
Erschienen in: Quality & Quantity / Ausgabe 5/2014
Print ISSN: 0033-5177
Elektronische ISSN: 1573-7845
DOI: https://doi.org/10.1007/s11135-013-9898-1

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