探索綠色信任的決定因素：綠色價值分享的角色

本研究提出綠色溝通、綠色價值共享，和漂綠等三種綠色訴求路徑，解釋綠色信任的形成，並探討綠色信任如何影響綠色價值背書。對曾購買環境友善產品的600位台灣、韓國、日本消費者，設計中、韓、日文三種語言的問卷進行調查，採結構方程模型進行實證。研究結果發現，第一條路徑顯示綠色價值共享會正面影響綠色信任，而綠色信任會正面影響綠色價值背書。第二條路徑則顯示，漂綠會負面影響綠色信任。企業可採用綠色價值共享策略來形成綠色信任，以締造可資雙贏的解決方案。本研究是首篇研究綠色訴求途徑和綠色信任形成的關聯性，整合綠色溝通、綠色價值共享，和漂綠三種路徑，呼應認知學習、認知反應和認知評價因素，為建立消費者綠色信任提供學理依據。

This study proposes three green appeal routes—green communication, green value sharing, and greenwashing—to explain green trust formation and explore how green trust affects green value endorsement. We designed questionnaires in three languages: Chinese, Korean, and Japanese, and collected 600 valid questionnaires from respondents who had purchased environmentally friendly products in Taiwan, Korea, and Japan. We employed structural equation modeling to analyze the results. The main path indicated that green value sharing positively affected green trust, positively influencing green value endorsement. The second path showed greenwashing negatively affected green trust, positively impacting green value endorsement. Green businesses can employ a green value-sharing strategy to achieve green trust formation and create a win-win solution for marketers and consumers. This study is the first to examine comprehensive green appeal routes and green trust formation. The literature examines green communication, green value sharing, and greenwashing of green trust formation. Furthermore, it reveals new findings in cognitive learning, cognitive responses, and cognitive appraisal factors, supplying valuable and practical green marketing literature.