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The Impact of Greenwashing Perceptio...

Pacheco, Mariana Gomes,

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The Impact of Greenwashing Perception on Green Purchasing Intentions: The Mediating Role of Green Trust, Consumer Brand Engagement and Green Word-of-Mouth and the Moderating Role of Product Involvement /

Record Type:	Electronic resources : Monograph/item
Title/Author:	The Impact of Greenwashing Perception on Green Purchasing Intentions: The Mediating Role of Green Trust, Consumer Brand Engagement and Green Word-of-Mouth and the Moderating Role of Product Involvement // Mariana Gomes Pacheco.
Author:	Pacheco, Mariana Gomes,
Description:	1 electronic resource (103 pages)
Notes:	Source: Masters Abstracts International, Volume: 85-05.
Contained By:	Masters Abstracts International85-05.
Subject:	Skepticism. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=30656434
ISBN:	9798380774901

The Impact of Greenwashing Perception on Green Purchasing Intentions: The Mediating Role of Green Trust, Consumer Brand Engagement and Green Word-of-Mouth and the Moderating Role of Product Involvement /
Pacheco, Mariana Gomes,

The Impact of Greenwashing Perception on Green Purchasing Intentions: The Mediating Role of Green Trust, Consumer Brand Engagement and Green Word-of-Mouth and the Moderating Role of Product Involvement /Mariana Gomes Pacheco. - 1 electronic resource (103 pages)

Source: Masters Abstracts International, Volume: 85-05.

The growing attention to environmental problems all over the world made the market for green products to dramatically increase in recent years, turning green marketing in an important approach for firms to gain competitive advantage. However, as more companies are becoming aware of this competitive advantage, greenwashing behaviours started emerging, and consumers are becoming more sceptical towards companies green initiatives. Thus, this study explores whether and how consumers' greenwashing perceptions influence their green purchasing intentions, by integrating the mediating role of green trust, consumer brand engagement, green word-of-mouth and the moderating role of product involvement. The research object of this study focuses on the answers of 302 consumers and utilizes partial least squares structural equation modelling to undertake an empirical study. The results indicate that consumers' greenwashing perceptions do not have a direct negative impact on green purchasing intentions, but that this relationship is mediated by green trust and green word-of-mouth. Furthermore, a multi-group analysis also shows that product involvement moderates this relationship, as well as the mediators. Low involvement products appeared to experience stronger effects in comparison to high involvement products. Hence, this study suggests that companies should promote green initiatives that are clear, transparent and coherent, rather than greenwashing, in order to ensure better and long-lasting relationships with consumers and increase sales.

English

ISBN: 9798380774901Subjects--Topical Terms:

564682
Skepticism.

The Impact of Greenwashing Perception on Green Purchasing Intentions: The Mediating Role of Green Trust, Consumer Brand Engagement and Green Word-of-Mouth and the Moderating Role of Product Involvement /
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520 $a The growing attention to environmental problems all over the world made the market for green products to dramatically increase in recent years, turning green marketing in an important approach for firms to gain competitive advantage. However, as more companies are becoming aware of this competitive advantage, greenwashing behaviours started emerging, and consumers are becoming more sceptical towards companies green initiatives. Thus, this study explores whether and how consumers' greenwashing perceptions influence their green purchasing intentions, by integrating the mediating role of green trust, consumer brand engagement, green word-of-mouth and the moderating role of product involvement. The research object of this study focuses on the answers of 302 consumers and utilizes partial least squares structural equation modelling to undertake an empirical study. The results indicate that consumers' greenwashing perceptions do not have a direct negative impact on green purchasing intentions, but that this relationship is mediated by green trust and green word-of-mouth. Furthermore, a multi-group analysis also shows that product involvement moderates this relationship, as well as the mediators. Low involvement products appeared to experience stronger effects in comparison to high involvement products. Hence, this study suggests that companies should promote green initiatives that are clear, transparent and coherent, rather than greenwashing, in order to ensure better and long-lasting relationships with consumers and increase sales.
520 $a A crescente atencao dada aos problemas ambientais por todo o mundo fez com que o mercado de "produtos verdes" aumentasse drasticamente nos ultimos anos, transformando o marketing verde numa abordagem importante para as empresas, que lhes confere vantagem competitiva. Contudo, a medida que mais empresas se estao a aperceber desta vantagem, comportamentos de greenwashing comecaram a surgir, tornando os consumidores mais ceticos em relacao as iniciativas ambientais corporativas. Assim, este estudo explora se e de que modo a percecao de greenwashing influencia as intencoes de compra de "produtos verdes", integrando o papel mediador da confianca verde, engagement com a marca, word-of-mouth verde e o papel moderador do envolvimento com o produto. O objeto de investigacao desta pesquisa centra-se nas respostas de 302 consumidores e utiliza modelacao de equacoes estruturais com partial least squares para realizar um estudo empirico. Os resultados indicam que a percecao de greenwashing nao tem um impacto negativo direto sobre as intencoes de compras verdes, mas que esta relacao e mediada pela confianca verde e pelo word-of-mouth verde. Para alem disso, uma analise multi-grupos demonstra tambem que o envolvimento com o produto modera essa relacao, bem como os seus mediadores. Produtos de baixo envolvimento parecem ter efeitos mais fortes em comparacao com produtos de alto envolvimento. Assim, este estudo sugere que as empresas deverao promover iniciativas ambientais que sejam claras, transparentes e coerentes, inves de arriscarem em greenwashing, de modo a garantir relacoes fortes e de longo-prazo com os consumidores e aumentar os niveis de vendas.
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