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Driving E-Commerce Brand Attachment Through Green Packaging: An Empirical Investigation | JECR
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Therefore, it is necessary to discover a new relationship between green packaging and product brand from the consumer鈥檚 perspective in e-commerce. To address this issue, this paper proposes a theoretical framework to examine the impact of green packaging on brand attachment in e-commerce and identify the multiple mediation effects of perceived value, brand attitude, and trust. Study respondents comprising a total of 257 online consumers in China were observed, and the data analysis was executed via structural equation modeling. The results indicate that green packaging has a positive effect on perceived value and brand attitude, both of which can directly influence brand attachment and indirectly influence brand attachment positively through trust. Furthermore, by employing a bootstrapping method to confirm the mediation effect, it was found that perceived value and brand attitude can directly or indirectly mediate the positive relationship between green packaging and brand attachment. Therefore, this study implies that online merchants should pay considerable attention to the role of green packaging in brand attachment and formulate their green marketing plans based on the viewpoint of consumers.</div></div></section><section class="field field-name-field-paper-key-word field-type-taxonomy-term-reference field-label-inline clearfix view-mode-full"><h2 class="field-label">Key Word: </h2><ul class="field-items"><li class="field-item even"><a href="/taxonomy/term/19" typeof="skos:Concept" property="rdfs:label skos:prefLabel" datatype="">Online Shopping</a></li><li class="field-item odd"><a href="/taxonomy/term/1258" typeof="skos:Concept" property="rdfs:label skos:prefLabel" datatype="">Green packaging</a></li><li class="field-item even"><a href="/taxonomy/term/1013" typeof="skos:Concept" property="rdfs:label skos:prefLabel" datatype="">Brand attachment</a></li><li class="field-item odd"><a href="/taxonomy/term/1259" typeof="skos:Concept" property="rdfs:label skos:prefLabel" datatype="">Multiple mediation effect</a></li><li class="field-item even"><a href="/taxonomy/term/52" typeof="skos:Concept" property="rdfs:label skos:prefLabel" datatype="">E-commerce</a></li></ul></section><section class="field field-name-field-issue-published-date field-type-datetime field-label-inline clearfix view-mode-full"><h2 class="field-label">Published Date: </h2><div class="field-items"><div class="field-item even"><span class="date-display-single" property="dc:date" datatype="xsd:dateTime" content="2021-08-01T00:00:00+08:00">August, 2021</span></div></div></section><section class="field field-name-field-paper-full-file field-type-file field-label-above view-mode-full"><h2 class="field-label">Full File: </h2><div class="field-items"><div class="field-item even"><span class="file"><img class="file-icon" alt="PDF icon" title="application/pdf" src="/modules/file/icons/application-pdf.png" /> <a href="http://www.jecr.org/sites/default/files/2021vol22no3_Paper1.pdf" type="application/pdf; length=760668">2021vol22no3_Paper1.pdf</a></span></div></div></section> </div> <span property="dc:title" content="Driving E-Commerce Brand Attachment Through Green Packaging: An Empirical Investigation" class="rdf-meta element-hidden"></span></article> </div> </div> <!-- Feed icons (RSS, Atom icons etc --> </section> <!-- /main-content --> </div> </div> <!-- /content-column --> </div> </div> <!-- /columns --> <!-- four-4x25 Gpanel --> <footer id="footer" class="clearfix" role="contentinfo"> <div id="footer-inner" class="clearfix"> <div class="region region-footer"><div class="region-inner clearfix"><div id="block-block-2" class="block block-block no-title odd first last block-count-3 block-region-footer block-2" ><div class="block-inner clearfix"> <div class="block-content content"><p class="rtecenter">JOURNAL OF ELECTRONIC COMMERCE RESEARCH</p> <p class="rtecenter">College of Business  -  California State University Long Beach </p> <p class="rtecenter">1250 Bellflower Blvd, Long Beach, CA 90840</p> <br> <p class="rtecenter">Hosted & Printed by College of Commerce, National Chengchi University</p> <p class="rtecenter">64, Sec. 2, ZhiNan Rd., Taipei, Taiwan 11605</p> </div> </div></div></div></div> <p class="attribute-creator"><small class="attribution">Premium Drupal Theme by <a href="http://adaptivethemes.com">Adaptivethemes.com</a></small></p> </div> </footer> </div> <!-- /page --> </div> <!-- /texture overlay --> </body> </html>