The Effect of Brand Familiarity on Green Claim Skepticism in Distribution Channel

• 영문명: The Effect of Brand Familiarity on Green Claim Skepticism in Distribution Channel
• 발행기관: 한국유통과학회
• 저자명: Belay Addisu KASSIE Hyongjae RHEE
• 간행물 정보: 『유통과학연구(JDS)』제21권 제6호, 51~68쪽, 전체 18쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2023.06.30

영문 초록

Purpose: This study aims to explore the impact of green products’ claim skepticism on green purchase intention and further investigates the moderating role of environmental concern in the relationship. This study, by drawing the persuasion knowledge model expected that ambiguity avoidance penalizes less familiar brands than familiar brands. Further, the present study building on Hofstede’s cultural dimension, specifically, uncertainty avoidance, undertook a scenario to understand any difference that exist between uncertainty avoidance cultural groups. This study also investigates gender differences in green claim skepticism and proclivity to purchase green products. Research design, data, and methodology: For analyzing the relationship relevant hypotheses were designed, and R-programming software was used. To test the hypotheses two independent sample t-test and regression analysis were carried out. Results: The results suggest that consumers’ skepticism toward green claims influenced the intention to purchase eco-friendly products. The study finding also confirms the effect is moderated by environmental concern. Also, the findings of two scenarios reveal that consumers in high uncertainty avoidance culture exhibited a greater level of skepticism for green print advertising and green packaging claims when the brand in the advertising and packaging was unfamiliar than when it was familiar. Conclusions: To alter the negative effect of skepticism the consumer should believe the environmental claims are valid so that they can contribute to solving sustainability issues.

목차

1. Introduction

2. Literature Review

3. Research Hypothesis

4. Research Design

5. Results and Discussion

6. Conclusions, Limitations, and Future Research Directions

References

키워드

Green Claim Skepticism in Distribution Uncertainty Avoidance Environmental Concern in Distribution Channel Distribution Strategy of Green Products