Qual Quant (2014) 48:1753–1768
Managing green brand equity: the perspective
of perceived risk theory
Ching-Hsun Chang · Yu-Shan Chen
Published online: 11 May 2013
© Springer Science+Business Media Dordrecht 2013
Abstract 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 have the purchase
experience of information and electronics products in Taiwan. The empirical results show that
green perceived quality and green brand awareness would positively affectgreen brand equity.
Furthermore, this study demonstrates that green perceived risk which is negatively inﬂuenced
by green perceived quality and green brand awareness would negatively affect green brand
equity. The positive relationships between green brand equity and its two antecedents—green
perceived quality and green brand awareness—are partially mediated by green perceived
risk. Hence, investing resources in the increase of green perceived quality and green brand
awareness and the decrease of green perceived risk is helpful to enhance green brand equity.
Keywords Green brand equity · Green perceived quality · Green brand awareness ·
Green perceived risk · Green marketing · Perceived risk theory
Because of the disastrous environmental pollution resulted directly from industrial manufac-
turing in the world, the society has increasingly noticed environmental issues (Chen 2008a;
Chen and Chang 2013a). Therefore, more companies are willing to accept environment pro-
tection as their social responsibility (Chen et al. 2006; Chen 2011). Recently, environmental
concern has rapidly emerged as a mainstream notion due to global warming, so foresighted
companies are planning to seize the green opportunity (Chen and Chang 2013b; Lee et al.
C.-H. Chang (
Department of Business Administration, Tamkang University, 151 Ying-zhuan Road Tamsui, New Taipei
City 25137, Taiwan
Y. - S . C h e n
Department of Business Administration, National Taipei University, New Taipei City, Taiwan