Causal model analysis among factors influencing the perception of China Green Companies benefit consumers: Focus on mediating effect of green corporate image

Lee Ji Hye; 이지혜; Yu Seung Yeob; 유승엽

doi:10.21074/kjlcap.2014.15.4.687

ISSN : 1229-8778

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Vol.15 No.4

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Causal model analysis among factors influencing the perception of China Green Companies benefit consumers: Focus on mediating effect of green corporate image

Ji Hye Lee
Seung Yeob Yu

The Korean Journal of Consumer and Advertising Psychology / The Korean Journal of Consumer and Advertising Psychology, (P)1229-8778;

2014, v.15 no.4, pp.687-707

https://doi.org/10.21074/kjlcap.2014.15.4.687

Lee, J. H., & Yu, S. Y. (2014). Causal model analysis among factors influencing the perception of China Green Companies benefit consumers: Focus on mediating effect of green corporate image. The Korean Journal of Consumer and Advertising Psychology, 15(4), 687-707, https://doi.org/10.21074/kjlcap.2014.15.4.687

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Abstract

This study to investigate what affects the perception of China Green Companies benefit consumers factors. In particular, we determine the moderating effects of the green corporate image of Chinese consumers and to present causal model between the factors affecting the perception benefits Green Company. Validation of the model was attempted using a covariance structure analysis. The results are as follows. First, Chinese consumer cognition of the green companies had a significant effect on green corporate image and perceived environmental benefits. Second, Chinese consumer trust of green companies had a significant effect on green corporate image and perceived benefit in green businesses. Third, Chinese consumer cognition of green corporate image had a significant effect on perceived benefits in green companies. Fourth, Chinese consumer cognition of the green companies had a significant effect on the perceived benefits green businesses via a green corporate image. Finally, Chinese consumer trust of green companies had a significant effect on businesses perceived benefits via a green corporate image. The results of the study can be used as a basis for an effective marketing consumer future targeting China green companies. It will also contribute in establishing green marketing strategies of domestic companies into China.

keywords: Environmental awareness, Green business confidence, Trust green policy, Green corporate image, Green businesses benefit

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Article Contents

Vol.15 No.4

Causal model analysis among factors influencing the perception of China Green Companies benefit consumers: Focus on mediating effect of green corporate image

Abstract

Reference