Chang, Ching-Hsun; Chen, Yu-Shan - In: Quality & Quantity: International Journal of Methodology 48 (2014) 3, pp. 1753-1768
This paper applies perceived risk theory to explore the relationships among green perceived quality, green brand … awareness, green perceived risk, and green brand equity. The research object of this study focuses on Taiwanese consumers who … that green perceived risk which is negatively influenced by green perceived quality and green brand awareness would …