Greenwash and Green Purchase Intention: The Mediating Role of Green Skepticism
By Thi Thu Hien Nguyen, Zhi Yang, N. Nguyen, Lester W. Johnson, T. Cao. Sustainability, 2019
313 citations recorded by the source corpus.
Along with the acceleration of green marketing in recent years, greenwash has been utilized by firms to get ahead of their rivals. Underpinned by the cognition–affect–behavior (C-A-B) paradigm, this study examines a model linking greenwash and green skepticism with green purchase intentions. It also investigates the moderating role of information and knowledge on the relationship between greenwash and green purchase intentions. Data were obtained from 419 Vietnamese consumers who had been involved in purchasing green vegetables using an online survey. Multivariate data analysis demonstrated that greenwash was negatively associated with green purchase intentions and that green skepticism mediated this negative association. In addition, the moderating effect of information and knowledge was confirmed. These findings enrich the extant knowledge on the relationship between greenwash and green purchase intentions. They also have important implications for firms that aim to reduce consumers’ skepticism and increase their intentions to purchase green food.
Subfields: Management, Monitoring, Policy and Law, Marketing
View Paper: https://www.semanticscholar.org/paper/162d2c034e7c7361491077c3455a4478b070ad82
How researchers see this paper
The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.
In Management, Monitoring, Policy and Law
- Myriam Ertz
- Guanghua Sheng
- M. Y. Bhutto
- Xiaohui Liu
- Saeed M. Z. A. Tarabieh
- Yasser Baeshen
- Yasir Ali Soomro
In Marketing
- Myriam Ertz
- Guanghua Sheng
- M. Y. Bhutto
- Xiaohui Liu
- Saeed M. Z. A. Tarabieh
- Yasser Baeshen
- Yasir Ali Soomro
Citations in the corpus
- Impact of Consumer Environmental Responsibility on Green Consumption Behavior in China: The Role of Environmental Concern and Price Sensitivity (2020, background): “Buying green products in daily consumption is considered an effective way to solve environmental problems [3,7,8].”
- The impact of greenwash practices over green purchase intention: The mediating effects of green confusion, Green perceived risk, and green trust (2021, methodology): “Furthermore, the C-A-B framework shows that green confusion mediates the relationship between greenwash and green purchase intention (Nguyen et al., 2019).”
- Adoption of Energy-Efficient Home Appliances: Extending the Theory of Planned Behavior (2020, background): “Environmentally friendly products, such as EEAs, often require more time, money, and enthusiasm for their purchase, before their consumption can be considered an effective way to solve environmental problems [19,112,113].”
- Green Consumer Behavior in the Cosmetics Market (2019, background): “We can see green initiatives on various areas, such as green energy usage during production and manufacture, or the appearance of environmentally friendly, zero waste packaging [55].”