Greenwash and green brand equity: The mediating role of green brand image, green satisfaction, and green trust, and the moderating role of green concern

Abstract

This study explores whether and, if so, how efficiently consumers’ greenwashing (GW) influences green brand equity (GBE) by integrating the mediation role of green brand image (GBI), green satisfaction (GSA), and green trust (GTR) and the moderating role of green concern (GC), using the legitimacy and signaling theories. A quantitative study was conducted by means of a questionnaire-based survey using a cluster random sampling technique with a sample of 436 consumers who purchased electronic products in supermarkets in Vietnam. A partial least squares structural equation modelling (PLS-SEM) approach was used to analyze data. Our findings show that GW is not significantly associated with GBE, possibly due to the halo effect. The findings also show that GW is adversely related to GBI, GSA, and GTR, which would positively influence GBE, except for the GW-GSA relationship. This means that, although GW does not directly affect GBE, it does indirectly influence it via GBI and GTR. Furthermore, GC significantly moderates the relationship between GW and GBE. Our work is the first to combine GBI, GSA, and GTR as mediators, and GC as a moderator using PLS-SEM approach to advance the theory of green brand equity on green marketing and to contribute significantly toward a unified theory of brand equity. Furthermore, our findings extend our understanding regarding the different mechanisms for which GBI and GTR play as mediators, and with GC as a moderator in the GW-GBE relationship in the electronics products setting of Vietnamese consumers.

The Role of Employee Engagement in the Relationship between Staff Morale and Employee Wellbeing of Nurses in the South African Public Hospitals

“…Statistical analysis was conducted using the Statistical Package for the Social Sciences (SPSS) version 24. The partial least squares structural equation modelling (PLS-SEM) method is applied to examine and test the hypotheses and data in this research (Ha 2022;Ha, Nguyen & Nguyen 2023). Moreover, PLS-SEM can be seen as a tool for researchers to discover relationships between factors and results that can be applied to theoretical and practical implications.…”

Structural relationships between workation attachment, workationer power, workation relationship quality, and workation intention

“…Hao and Chon (2022) propose that equity is an antecedent of trust, implying that higher perceived equity leads to higher perceived trust. Ha (2022) describes that green equity has a direct and positive effect on green brand trust. Ha (2022) presents that brand equity changes based on perceptions levels of satisfaction and trust.…”

“…Ha (2022) describes that green equity has a direct and positive effect on green brand trust. Ha (2022) presents that brand equity changes based on perceptions levels of satisfaction and trust. Bassyiouny and Wilkesmann (2023) and Caceres and Paparoidamis (2007) argue that satisfaction and trust are key variables in influencing workationer commitment in successful relational exchanges.…”

Penerapan Konsep Green Marketing dalam Menghasilkan Produk yang Ramah Lingkungan: Sebuah Kajian Konseptual Sebagai Panduan Bagi Peneliti

“…Ketika tantangan lingkungan semakin buruk, dunia usaha dan konsumen semakin tertarik pada konsumsi ramah lingkungan. Meningkatnya permintaan akan produk ramah lingkungan akhir-akhir ini tidak lepas dari meningkatnya kesadaran akan tantangan lingkungan, memotivasi dunia usaha untuk bertindak ramah lingkungan, baik melalui penerapan sistem manajemen ramah lingkungan atau promosi pemasaran dan branding ramah lingkungan (Ha, 2022).…”

“…Kesadaran terhadap lingkungan yang akhir-akhir ini semakin meningkat, telah meningkatkan minat konsumen dan industri terhadap sumber daya energi ramah lingkungan (Kaur et al, 2022). Kombinasi dari faktor-faktor ini secara tidak langsung telah mendorong penyerapan pasar terhadap teknologi ramah lingkungan, serta produk dan layanan terkait keberlanjutan saat ini (Ha, 2022). Cuc et al (2022) mengemukakan bahwa dengan menerapkan konsep green pada teknologi, khususnya pada pemasaran elektronik mempunyai kontribusi khusus yaitu pengurangan jumlah kertas yang digunakan untuk materi iklan.…”