| Summary: | 碩士 === 國立成功大學 === 企業管理學系 === 104 === Green product consumption is growing rapidly over these years, and green marketing is also a strategy which commonly used by firms nowadays. According to previous research, some scholars stated that green marketing would cause positive influence on brand, while others didn’t think so. In past few years, the researches of green product focus on classic green consumers, how to make green marketing strategy and how to choose green marketing strategy, seldom of them focus on the impact on brand. Therefore, this research focus on when company introduces new product, how the green attributes affect brand perceived value and how will it affect purchase intention of the brand. The result showed that The green attribute of the newly introduced product has positive influence on brand perceived value, and it also increases the purchase intention of consumers. It was also found that the moderating effect of message framing and firm credibility is not significant on the positive effect of green attributes to brand perceived value.
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