Impact of green marketing, greenwashing and green confusion on green brand equity

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2022-07-19 DOI:10.1108/sjme-03-2022-0032

Abdul Qayyum, Raja Ahmed Jamil, Amnah Sehar

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引用次数: 5

Abstract

Purpose This study aims to examine the negative effects of excessive product packaging (EPP), greenwashing and green confusion on green brand equity (GBE). Furthermore, the moderating role of brand credibility in mitigating the negative effects of green marketing was investigated. Design/methodology/approach A within-subject experiment was conducted to evaluate excessive versus minimal product packaging to test the proposed hypotheses. Data analysis was performed with SmartPLS 3.3.3, which analyzed data from 206 consumers. Findings The results showed that EPP positively predicts greenwashing and green confusion. However, greenwashing has a negative impact on GBE. Brand credibility was also discovered to moderate the negative relationship between greenwashing and GBE, thereby reducing the negative effect of greenwashing. Research limitations/implications The findings imply that marketing managers should understand the consumers’ concerns for the environment, making product and brand strategies that promote environmental protection and sustainability. Originality/value This study contributes to the green marketing literature by empirically validating the positive impacts of EPP on greenwashing and green confusion, as well as the negative influence of greenwashing on GBE. Furthermore, it reveals how brand credibility can reduce the harmful effects of greenwashing on GBE.

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绿色营销、绿色洗白和绿色混淆对绿色品牌资产的影响

目的本研究旨在探讨过度产品包装(EPP)、绿色洗白(greenwashing)和绿色混淆(green confusion)对绿色品牌资产(GBE)的负面影响。此外，本研究还探讨了品牌信誉在减轻绿色营销负面影响中的调节作用。设计/方法/方法进行了一项受试者内实验，以评估过度与最小的产品包装，以测试所提出的假设。使用SmartPLS 3.3.3进行数据分析，分析了206名消费者的数据。结果表明，EPP正预测绿色洗白和绿色混淆。然而，洗绿对GBE有负面影响。品牌可信度也可以调节绿洗与GBE之间的负向关系，从而降低绿洗的负面影响。研究局限/启示研究结果表明，营销经理应了解消费者对环境的关注，制定促进环境保护和可持续发展的产品和品牌战略。原创性/价值本研究通过实证验证EPP对绿洗和绿色混淆的积极影响，以及绿洗对GBE的消极影响，为绿色营销文献做出了贡献。此外，它揭示了品牌信誉如何减少绿色清洗对GBE的有害影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.