Greenwash and Green Brand Equity

The study investigates the impact of greenwash on green brand equity and discusses the mediation roles of green brand image and green satisfaction. The research object of this study focuses on Taiwanese consumers that have the experience to purchase information and electronics products in Taiwan. The results demonstrate that greenwash negatively influences green brand equity. In addition, this research verifies that greenwash is negatively related to both of green brand image and green satisfaction that would positively influence green brand equity. This paper also proves that green brand image and green satisfaction mediate the negative relationship between greenwash and green brand equity. Hence, this study suggests that companies should reduce their greenwash behaviors and raise their green brand image and green satisfaction to enhance their green brand equity.