Measuring Behavioural Intention through the Use of Greenwashing: A Study of the Mediating Effects and Variables Involved

Gil‐Cordero, Eloy; Cabrera-Sánchez, Juan-Pedro; Cepeda-Carrión, Ignacio; Ortega-Gutiérrez, Jaime

doi:10.3390/su13126720

Cited by 5 publications

(2 citation statements)

References 64 publications

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“…A large number of studies show that the dangers of greenwashing are well documented, as the brand trust between green brands and their stakeholders is greatly damaged after the implementation of greenwashing [19]. Greenwashing also has a negative impact on corporate social responsibility and reputation, thus further influencing consumers' behavioral intentions [20]. In addition, greenwashing has negative externalities, as greenwashing by one brand can negatively affect consumers' willingness to purchase green products from other brands in the industry [21].…”

Section: Greenwashingmentioning

confidence: 99%

How Does Young Consumers’ Greenwashing Perception Impact Their Green Purchase Intention in the Fast Fashion Industry? An Analysis from the Perspective of Perceived Risk Theory

Tong

Zhou

et al. 2022

Sustainability

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The fast fashion industry is criticized for its unsustainable development. With the rise of the green economy and the awakening of consumers’ awareness of sustainable consumption, more and more companies realize the significance of green marketing in improving brand performance. However, it is undeniable that many fast fashion companies tend to take advantage of information asymmetry and cover up the unsustainable part of their business activities through fake green marketing campaigns to gain more potential consumers. There is a limited number of green marketing studies investigating consumers’ perception of greenwashing, while it is naturally important to explore the demand side responses to greenwashing in different industries. Therefore, this paper examines whether and how consumers’ perception of greenwashing in the fast fashion industry impacts their green purchase intention. The study explores the mediating role of perceived risk and the moderating role of consumers’ impulsive buying. In this paper, 433 valid questionnaires are collected from mainland China, and the Partial Least Square-Structural Equation (PLS-SEM) is used to test the hypotheses. We draw the following conclusions: (1) consumers’ perception of greenwashing in the fast fashion industry has a direct negative effect on their green purchase intention; (2) greenwashing perception has an indirect negative effect through consumers’ risk perception, including financial perceived risk and green perceived risk; (3) consumers’ impulsive buying in the fast fashion industry reinforces the positive effect of greenwashing on their financial risk perceptions as a moderating variable. The conclusion of this paper has implications for the sustainable development of China and other emerging economies, which highlights the importance of pursuing information symmetry in green marketing to reduce consumers’ perceived risk and encourages companies to make substantial, sustainable development initiatives.

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Section: Greenwashingmentioning

confidence: 99%

How Does Young Consumers’ Greenwashing Perception Impact Their Green Purchase Intention in the Fast Fashion Industry? An Analysis from the Perspective of Perceived Risk Theory

Tong

Zhou

et al. 2022

Sustainability

View full text Add to dashboard Cite

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“…In order to better understand how greenwashing can have negative consequences for companies, research on the consequences of greenwashing is gradually increasing. The results show that greenwashing as a corporate unethical behavior can reduce organizational reputation [14], blame attributions [6], and brand reputation [15]. Synchronously, the increase in greenwashing will enhance consumers' risk perception and reduce customer purchase intentions [7,16], and due to the increase in suspicion about the authenticity of companies' green products, customers' green brand trust repair will decrease accordingly [17].…”

Section: Introductionmentioning

confidence: 94%

The Effect of Corporate Greenwashing on Employees’ Environmental Performance: Person–Organization Values Fit Perspective

et al. 2023

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In the present study, we construct a model of greenwashing on employees’ environmental performance based on person–organization fit theory. Path analysis and hierarchical regression methods were used to examine randomly selected data collected from 269 employees in eight Chinese gas service and chemical production companies. The results of the analysis reveal that employees’ perceived person–organization values fit mediates the relationship between organizational greenwashing and employees’ environmental performance; employees’ environmental beliefs not only positively moderate the relationship between corporate greenwashing behavior and employees’ perceived person–organization values fit, but also positively moderate the indirect effect of employees’ perceived person–organization values fit between organizational greenwashing and employees’ environmental performance. We provide some theoretical contributions to organizational greenwashing, and practical implications are also offered.

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Greenwashing practices and ESG reporting: an international review

Ben Mahjoub

2024

IJSSP

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PurposeThis study provides an overview of the numerous theoretical facets of greenwashing (GW) and their relationship with sustainability, social responsibility and sustainable development. This study highlights the actions of governments and international organizations in GW. It delves into the sins of GW and the various metrics used in the literature to measure them. It seeks to distinguish between sustainability reporting and GW practices by offering a critical perspective on GW.Design/methodology/approachThis study measures GW practices at the international level and compares them with the ESG disclosure score. The main determinants of GW are assessed by examining the impact of a set of variables on GW. The influence of various sources used to gather the data were assessed using multiple regression analysis.FindingsFactors such as protocols and conventions, media role and the strength of environmental policies have a considerable and positive impact on the occurrence of GW.Research limitations/implicationsOwing to the research method chosen for measuring variables such as GW scores, procedures for measuring GW in companies should be developed. Multicriteria modeling could be a suitable approach to address the sorting or portfolio approach.Originality/valueThis study provides a theoretical basis for examining GW from a business-economic standpoint. It presents various perspectives on GW, analyzes relevant theories and explores potential GW strategies. This study highlights the connection between GW and various factors, including the influence of conventions, role of the media and strength of environmental policies.

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Measuring Behavioural Intention through the Use of Greenwashing: A Study of the Mediating Effects and Variables Involved

Cited by 5 publications

References 64 publications

How Does Young Consumers’ Greenwashing Perception Impact Their Green Purchase Intention in the Fast Fashion Industry? An Analysis from the Perspective of Perceived Risk Theory

How Does Young Consumers’ Greenwashing Perception Impact Their Green Purchase Intention in the Fast Fashion Industry? An Analysis from the Perspective of Perceived Risk Theory

The Effect of Corporate Greenwashing on Employees’ Environmental Performance: Person–Organization Values Fit Perspective

Greenwashing practices and ESG reporting: an international review

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