Role of Greenwashing in Influencing Brand Attitude and Consumption: Identifying Sustainable Business Strategies

IF 12.5 1区管理学 Q1 BUSINESS

Business Strategy and The Environment Pub Date : 2025-05-02 DOI:10.1002/bse.4300

Anis Ur Rehman, Sushant Kumar, Rsha Alghafes, Laura Broccardo, Ajay Kumar Patel

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引用次数: 0

Abstract

With firms' increasing adoption of green marketing strategies, greenwashing is also becoming more prevalent. Despite the negative consequences of greenwashing, limited studies have investigated its impact on attitude and consumption. Earlier studies have used greenwashing as a one‐dimensional construct and do not distinguish between different greenwashing practices. Based on the integrated framework of the Attribution Theory and the elaboration likelihood model, this study examines the effects of situational involvement with greenwashing practices on perceived greenwashing, green skepticism, and ultimately, brand attitude and purchase intention. Additionally, it investigates the moderating effect of environmental knowledge. Using a cross‐sectional research design, the study uses structural equation modeling to analyze the data collected from 353 US consumers. Findings suggest that greenwashing practices influence attitude and purchase intentions. The mediating role of green skepticism was also established. Additionally, the study highlights environmental knowledge's moderating role in the relationships studied. The results have implications for sustainable business practices and improving positive brand attitudes and green consumption by understanding customer perception of greenwashing.

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洗绿在影响品牌态度和消费中的作用：确定可持续的商业策略

随着企业越来越多地采用绿色营销策略，“漂绿”也变得越来越普遍。尽管“漂绿”的负面影响，有限的研究调查了它对态度和消费的影响。早期的研究将“漂绿”作为一种一维的概念，并没有区分不同的“漂绿”行为。基于归因理论和细化似然模型的整合框架，本研究考察了情景卷入对绿色洗白行为感知、绿色怀疑态度以及最终对品牌态度和购买意愿的影响。此外，研究了环境知识的调节作用。采用横断面研究设计，该研究使用结构方程模型来分析从353名美国消费者收集的数据。研究结果显示，洗绿行为会影响消费者的态度和购买意愿。绿色怀疑主义的中介作用也被确立。此外，该研究还强调了环境知识在研究关系中的调节作用。通过了解消费者对“漂绿”的看法，研究结果对可持续商业实践和改善积极的品牌态度和绿色消费具有启示意义。

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来源期刊

Business Strategy and The Environment Multiple-

CiteScore

22.50

自引率

19.40%

发文量

336

期刊介绍： Business Strategy and the Environment (BSE) is a leading academic journal focused on business strategies for improving the natural environment. It publishes peer-reviewed research on various topics such as systems and standards, environmental performance, disclosure, eco-innovation, corporate environmental management tools, organizations and management, supply chains, circular economy, governance, green finance, industry sectors, and responses to climate change and other contemporary environmental issues. The journal aims to provide original contributions that enhance the understanding of sustainability in business. Its target audience includes academics, practitioners, business managers, and consultants. However, BSE does not accept papers on corporate social responsibility (CSR), as this topic is covered by its sibling journal Corporate Social Responsibility and Environmental Management. The journal is indexed in several databases and collections such as ABI/INFORM Collection, Agricultural & Environmental Science Database, BIOBASE, Emerald Management Reviews, GeoArchive, Environment Index, GEOBASE, INSPEC, Technology Collection, and Web of Science.