The Influence Of Customer Perceived Risk On Green Brand Evaluation

With the U.N.'s Globle Green Meeting, it declare that the green era comes. During these years, the globle environment is becoming worse and worse and the resource is shorter and shorter. Bothe enterprise and individual pay attention to this problem. At this background, a huge green market emerges and the research about green marketing is meaningful. Accounding to the perceived risk theory, the perceived risk varies from different product and different purchase situation. As a new thing, green brand must have its own character. Thus, this paper will find out the specialty of the perceived risk in green brand at the base of the consumers and also find out the relationship between perceived risk and brand evaluation.Firstly, the study reviewed the related researches of perceived risk, green brand and bran evaluation. On this basis, the author takes CDMA as and example, through the survey and data analysis, we find out the dimensions of green brand's perceived risk. That is, performance risk, financial risk, social risk, psychological risk, physical risk and related risk. Related risk is a new finding. If one product need another product to support, then this kind of risk is significant. Besides, the research finds that the green factor can reduce the related dimension of perceived risk. Secondly, this peper do a research on the perceived risk's impact on brand evaluation. The finding is that all dimensions of perceived risk have negative effect on brand evaluation and the green related dimension has the least negative effect on brand evaluation. Thirdly, the author explores the relationship between consumer perceived risk and the consumers' personal characteristics. Finally, based on findings, implications for companies and marketers engaged in green market are discussed.