Have I purchased the right product? Consumer behavior under corporate greenwash behavior

Abstract

Extensive research on corporate greenwash behavior has been conducted within sustainable consumption, yet aware of green product information asymmetry remains largely unexplored. Drawn upon value‐attitude‐behavior hierarchy, this study investigates the impact of corporate greenwash behavior on green purchase behavior among customers in Taiwan, with a particular focus on the mediating role of green trust and environmental attitudes and on the moderating role of green product information asymmetry. Customers purchasing green products in northern Taiwan were surveyed using an online questionnaire. Data were gathered on two distinct occasions via a survey, yielding responses from 390 consumers in Taiwan. Our findings reveal that green trust mediates the relationship between corporate greenwash behavior and environmental attitudes and environmental attitudes mediates the relationship between green trust and green purchase behavior. Interestingly, while an green product information asymmetry weakens the negative relationship between corporate greenwash behavior and green trust, and strengthens the positive relationship between environmental attitudes and green purchase behavior. Our study contributes new insights into the relationship between corporate greenwash behavior on green purchase behavior within the unique context SDG 12 for responsible consumption and production goals, highlighting the complex interplay of green product information asymmetry to green trust and green purchase behavior.

The power of online reviews: Exploring information asymmetry and its impact on green product purchasing behavior

“…Accordingly, our results refine those of Chang et al (2021), who stated that information asymmetry does not directly influence green product purchasing behavior but must go through product packaging and consumer psychology. In addition, this study supports the findings of Hung and Chang (2023), who explained that information asymmetry positively moderates the relationship between environmental attitudes and green purchasing behavior.…”

“…Chang et al (2021) found that green product information asymmetry does not affect green product purchasing behavior. In addition, Hung and Chang (2023) found that green product information asymmetry strengthens the positive relationship between environmental attitudes and green purchasing behaviors. Therefore, we propose the following hypothesis:Hypothesis Green product information asymmetry positively affects green product purchase behavior.…”

Environmental values and sustainable consumption

“…Have I purchased the right product? This is the inquiry of Hung and Chang (2024), who delve into the impact of corporate greenwash behaviour on green purchase behaviour in Taiwan. They explore the mediating role of green trust and environmental attitudes and the moderating role of green product information asymmetry.…”

“…Studies in the special issue suggest exploring how digital platforms facilitate new consumption models and the role of technology in sustainable practices (Thaichon et al, 2024). Future research focusing on effective educational interventions and the impact of marketing and informational campaigns on behaviour change is crucial (Hung & Chang, 2024; Thaichon et al, 2024).…”

Governance of Greenwashing Behaviors: A Perspective of Heterogeneous Firm Types

“…Environmental policy requirements [13] and consumer demand [3] have become important greenwashing drivers. From an information economics view, consumers have limited green market cognition, causing information asymmetry [14]. Imperfect regulations enable greenwashing through certification loopholes [15].…”