Paper Title
The Negative Impact Of Green wash On Green Purchase Intention
Abstract
The study investigates the impact of green wash on green purchase intention and discusses the mediation roles of
green brand image and green loyalty. The research object of this study focuses on Taiwanese consumers that have the
experience to purchase information and electronics products in Taiwan. This study applies structural equation modeling
(SEM) to undertake an empirical study. The results demonstrate that green wash negatively influences green purchase
intention. In addition, this research verifies that green wash is negatively related to both of green brand image and green
loyalty that would positively influence green purchase intention. This paper also proves that green brand image and green
loyalty mediate the negative relationship between green wash and green purchase intention. Hence, this study suggests that
companies should reduce their green wash behaviors and raise their green brand image and green loyalty to enhance their
green purchase intention.
Keywords- Green Wash; Green Purchase Intention; Green Brand Image; Green Loyalty; Green Marketing