Exploring nuances of green skepticism in different economies

Abstract

Purpose The purpose of this paper is to investigate the relationship between consumers’ skepticism and green consumption in different economies by exploring antecedents and consequences of skepticism. Design/methodology/approach Using a cross-country approach, with data from Brazil and France, the relationships between green skepticism and downstream consequences (e.g. intention to purchase green products) were analyzed using the partial least squares path modeling with the results of 996 questionnaires. Findings Contradicting previous research, the authors found that in France, green skepticism represents consumers’ increased green advertising elaboration, not a disbelief in companies’ claims, and it is associated with greater intentions to make green purchases. Meanwhile, in Brazil, green skepticism represents consumers’ disbelief, which is associated to consumers greater suspicion toward (and distance from) companies’ claims in such country. This study shows that the role of skepticism and the valence of its effect on green attitudes depend on market relationships. Research limitations/implications The authors promote the importance of investigating the different meanings of skepticism across countries, what can spill over on research of other marketing aspects, such as advertising elaboration. Managers should consider the importance of consumers’ doubts and skepticism as a useful element that can be explored in green advertising effectiveness. Practical implications Managers should consider the importance of consumers’ doubts and skepticism as a useful element that can be explored in green advertising effectiveness. Originality/value This research examines an underexplored debate on the role of green skepticism in different economies and demonstrates the nuances green advertising impact on both markets.

Effect of Consumer Skepticism on Consumer Intention in Purchasing Green Product

“…Research conducted by Bhaduri and Copeland [8] describes that consumers who have environmental awareness will buy products that are also environmentally friendly, although at a higher price. Silva [16] resulted in a higher consumer awareness attitude towards the environment, the higher the purchase intention for the product. So that the second hypothesis is formulated as follows: H2: environmental awareness has a positive effect on consumer purchase intentions An environmentally conscious attitude will shape consumers' perceptions of the value of environmentally friendly products.…”

“…This product has more value in terms of self-esteem, because someone who uses the product is considered to adhere to environmentally conscious behavior that is better than others. Thus, consumers who use environmentally friendly products will feel an increase in self-confidence [14] [15] [16].…”

Os Consumidores Confiam No Produto Orgânico Ou Acham Que É Organicwashing?

“…Por outro lado, quanto mais conhecimento um consumidor tem a respeito de produtos verdes e questões ambientais, mais capacidade terá na hora de julgar ou comprar um produto verde. Esse aumento de conhecimento pode ser associado ao aumento da atenção às questões ambientais e à intenção de comprar produtos verdes (Silva et al, 2019).…”

“…... se as pessoas buscam mais informações talvez tenham mais condições de diferenciar os produtos orgânicos... (R4) ... se buscarem informações isso muda... (R8) ... acho que o grau de instrução e idade interferem, informação... (R10)Silva et al (2019) destacam que a cultura influencia as relações e interações do mercado o que inclui a comunicação entre empresa e consumidor e vários estudos apontam que em países emergentes ou em desenvolvimento a confiança dessas relações tende a ser mais fraca e que em países desenvolvidos, os consumidores têm mais conhecimento e poder de barganha e que as empresas estão mais abertas as discussões.A seguir trechos das entrevistas que confirmam as afirmaçõesde Silva et al (2019).... quando morei na Alemanha, o povo lá é mais consciente, inclusive fazendo boicote... (R2) ... no ano que vivi na França eu confiava... (R13) ...aqui na Europa não há tanta desconfiança, [...], mas no Brasil eu via muito sim... (R16) Identificou-se nas entrevistas uma série de afirmações em relação ao uso do selo de certificação de produtos orgânicos, seja no Brasil ou em outros continentes. A certificação do produto permite construir credibilidade por parte da empresa perante o público, que reconhece a certificação como confiável (Correa, Machado e Braga Junior, 2018).…”

Three decades of green advertising – a review of literature and bibliometric analysis

“…Green washing and skepticism – Another popular topic of research was green washing and skepticism which covered skepticism across countries (Silva et al , 2019), skepticism across different media including social media (Luo et al , 2020), skepticism in industrial markets (Leonidou et al , 2014), factors affecting skepticism (Finisterra do Paco and Reis, 2012) and effects of false claims in green advertising (Schmuck et al , 2018a, b; Jones, 2019).…”