Exploring the relationship of green packaging design with consumers' green trust, and green brand attachment

With growing concern over environmental issues, the effect of green packaging design on consumer behavior is becoming increasingly more important. We established a framework based on extant research and further proposed that there are five dimensions (i.e., environmental protection, safety, packaging design concept, environmental identification, and convenience) that influence consumers' green trust, which, in turn, facilitates green brand attachment. In this study we applied structural equation modeling, and data were collected from 286 Taiwanese consumers. The results suggest that green packaging design is a strong predictor of green trust, which enhances green brand attachment. Moreover, green trust is an effective mediator between green packaging design and green brand attachment. The findings help fill the gap in the literature regarding the relationships among, green packaging design, green trust, and green brand attachment.