How going green builds trusting beliefs

Abstract

Companies are increasingly making efforts to become more sustainable. In this research, we investigate the effect that these efforts have on consumer trusting beliefs in companies. In one correlational study and two controlled experiments (n = 2174), we test the relationship between sustainability improvements and trusting beliefs and the mediating mechanisms explaining this relationship. Results reveal that perceived innovativeness and self-connection with the company are mechanisms explaining the effect. Furthermore, in the first experiment, we test whether the effect on trusting beliefs requires a comprehensive change or if a small sustainability improvement is equally effective. In the second experiment, we address whether sustainability improvements are more effective than other types of improvements in terms of building trust. Our findings have important theoretical implications for the understanding of how sustainability efforts build trust and practical implications for companies aiming to trust among consumers.

Hey, did you see that label? It's sustainable!: Understanding the role of sustainable labelling in shaping sustainable purchase behaviour for sustainable development

“…And therefore, the concept of sustainability is reasonably associated with innovation, and it is crucial to study sustainable purchase behaviours in concurrence with innovativeness (Jaiswal & Kant, 2018). Consumer innovativeness can be referred to as the inclination to buy new and distinct products instead of keeping up with the previous product selections or consumption patterns (Jørgensen et al, 2022;Steenkamp et al, 1999;Testa et al, 2020). By using sustainable labels and logos, the marketers use innovative methods to communicate with the consumers regarding the sustainability aspects of the product.…”

“…Consequently, the firms using sustainable labels can attract environmentally conscious consumers and improve their financial position by earning a price premium against them (Hayat et al, 2020). In addition, the companies use sustainable labels/logos for their products to gain consumers' trust and to reduce the information asymmetry associated with the sustainability of the product marketed (Jørgensen et al, 2022; Lee et al, 2020).…”

Literature Review on Purchase Intention of Battery Electric Vehicles and Consumer Innovativeness

“…Midgley and Dowling (1978) shows that individual innovativeness mainly refers to individuals who adopt new products on their own and make creative selections without external influence (Zhang et al, 2020). Similarly, some scholars argue that consumer innovativeness refers to the intention of consumers to be willing to buy new and unique products, rather than always following past product choices or purchasing behaviors (Jørgensen et al, 2022;Siraj et al, 2022;Testa et al, 2020).…”

What drives and curbs brownwashing?

“…Consumers do not know whether the environmental claims are genuine. This conduct erodes consumer confidence and has a negative effect on the market for socially responsible investments and sustainable products and services (Delmas & Burbano, 2011; Jørgensen et al, 2021).…”