The modelincorporates brand credibility, green perceived risk, green product psychological ownership, and consumer skepticism as mediators, with consumer information and knowledge servin
INTRODUCTION
Research background and the statement of the problem
Recent years have seen a surge in public awareness and concern about environmental issues like climate change and pollution, prompting consumers to seek eco-friendly products and support sustainable companies However, this trend has also given rise to greenwashing, where some corporations mislead consumers about their environmental practices This creates a paradox where companies with poor environmental records may escape scrutiny, while those perceived as leaders face accusations of greenwashing, raising important questions about consumer trust and the effectiveness of corporate environmental messaging Furthermore, companies accused of greenwashing may bear undue blame for environmental harm, highlighting the complex interplay between public perception, corporate responsibility, and the societal implications of greenwashing.
Vietnam's rapid economic growth and increasing consumerism are influenced by cultural values and socio-economic factors that shape consumer preferences In this developing country, affordability and functionality often take precedence over sustainability and environmental awareness Consumers prioritize product quality due to past experiences with low-quality local products While existing research on greenwashing has primarily focused on developed nations, where sustainability is more ingrained in consumer culture, these insights may not be applicable to Vietnam Therefore, further research is essential to explore how cultural values, income disparities, and the emphasis on product features and pricing affect consumer behavior, ultimately enhancing our understanding of greenwashing in the context of a developing country.
This research investigates consumer reactions to greenwashing accusations against environmentally conscious companies and those with poor environmental records By analyzing consumer attitudes, beliefs, and behaviors in these contrasting contexts, the study aims to identify key factors that shape consumer responses and illuminate the complexities of decision-making regarding environmental claims It seeks to understand how cultural values, income disparities, and the emphasis on product features and pricing affect consumer behavior, ultimately providing insights into the impact of greenwashing in a developing country like Vietnam The findings will aid policymakers, businesses, and marketers in crafting strategies that resonate with Vietnamese consumers, promoting authentic sustainability practices and reducing the risks associated with greenwashing in the local market.
Research Objectives
This research endeavors to comprehensively explore the concept of Greenwash in contemporary markets, aiming to understand its prevalence and assess its impacts on consumer attitudes and behaviors.
This study aims to explore the historical development and current manifestations of Greenwash, focusing on consumer awareness and their ability to distinguish between authentic eco-friendly initiatives and deceptive marketing tactics Utilizing empirical research methods such as surveys and interviews, the study investigates how Greenwash affects consumer decision-making and brand perceptions Additionally, it examines the broader implications of greenwashing on stakeholders, including investors and brand reputation, while identifying challenges businesses face in employing such tactics Ultimately, the research seeks to enhance the discourse on green marketing ethics, offering insights for businesses, policymakers, and consumers to navigate the complexities of Greenwash, thereby fostering transparency and accountability in environmental marketing practices Given the complexities of modern marketing, it questions whether consumers can effectively differentiate between genuine green efforts and mere pretensions.
Research Objects
• Research subjects: To ensure a complete understanding of consumer awareness, attitudes, and actions connected to Greenwash, it is critical to acquire insights from a diverse group of people.
• Participants: Customers from a range of age groups, economic brackets, educational levels, and geographic locations will be included in the sample.
• Space: This survey is conducted in Ho Chi Minh City, Viet Nam.
Data was collected over a two-month period from August to October 2023, encompassing various times of day and including both weekdays and weekends The studies and published results by the author’s group were conducted during this timeframe.
Research method
rhe Mixed Research Method is applied to comprehend objects mentioned in this paper.
Qualitative methods have been employed to investigate consumer responses to greenwashing, utilizing literature reviews, focus groups, and in-depth interviews This approach aims to uncover the dynamics influencing consumer reactions and identify additional significant variables not captured in previous studies Initially, a comprehensive overview of established research was compiled, leading to the development of a question table based on relevant scaling items The insights gained from in-depth and group interviews further enriched our understanding of these dynamics Ultimately, the findings informed the refinement and finalization of our questionnaire for subsequent research phases.
Quantitative methods are employed to evaluate the contributory impacts related to the identified dynamics and their responses to the stated problems This involves conducting surveys and engaging with individuals through social media and personal networks, with a goal of collecting approximately 400 responses Once the data is gathered, we will filter for relevant scales and utilize SmartPLS for analysis This analysis includes assessing measurement scales for common method bias (CMB) and evaluating the structural model through hypothesis testing.
The conclusion of how severe Greenwash impact on customers has helped us indicate the comparable challenges Brands have to face to revitalization after Greenwash incidents.
Research structure
Chapter 01 - Introduction, the study unfolds over four primary thematic chapters:
Chapter 02 - Literature and Hypothesis Development: This chapter dives into the existing literature, reviewing pertinent studies and leading to the development of the study’s hypotheses.
Chapter 03 - Research Methodology: Here, we delve into the methodology underpinning the thesis using qualitative and quantitative research Elements covered include the overarching research process, the measurement scales in use, questionnaire formulation, details regarding the sample and data acquisition, and a breakdown of sample attributes.
Chapter 04 - Data Analysis and Findings: This section is dedicated to a rigorous analysis of the research's data The analysis is sequenced as follows: evaluation of measurement scales, an examination for potential common method biases, and scrutiny of the structural model.
Chapter 05 - Discussion and Conclusion: In this concluding chapter, we encapsulate the significant findings of the study Additionally, potential limitations of the research are flagged, and suggestions for future investigative work are proffered
CHAPTER 02: LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT
Greenwashing (GW) refers to the misleading dissemination of information regarding an organization's environmental practices and claims, as defined by Capaldi et al (2013) and Aji and Sutikno (2015) This deceptive behavior leads consumers to falsely perceive a company's sustainability efforts as more favorable than they are (Lyon and Montgomery, 2015) Businesses often exaggerate the environmental benefits of their products, contributing to GW (Parguel et al., 2011), which ultimately undermines the integrity of green marketing initiatives (Hamann and Kapelus, 2004) Consequently, consumers become skeptical of the green marketing strategies employed by companies (Chang and Chen, 2014).
Greenwashing (GW) is often employed to mislead consumers and boost corporate profits (Delmas and Burbano, 2011) The prevalence of GW has increased due to the voluntary nature of Corporate Social Responsibility (CSR) and misleading green advertisements (Gatti et al., 2019) Research indicates that decision-makers swayed by GW from CSR can significantly impact organizational strategic priorities (Ferron-Vlchez et al., 2021) In recent years, consumers have begun leveraging social media to protest against these greenwashing practices.
Brand credibility (BC) is assessed through a company's knowledge and trustworthiness, reflecting its ability and willingness to maintain performance-enhancing credentials The two key components of credibility are expertise, which denotes the capacity to fulfill commitments, and trustworthiness, which signifies the readiness to keep promises Customers perceive a company's reputation as a long-term investment, akin to a bond that is forfeited when promises are broken Therefore, continuous brand investment, effective marketing strategies, and clear communication are essential for developing and sustaining brand credibility.
1998) A certain level of integration and convergence between marketing initiatives and trustworthy marketing-mix strategies is required for consistency (Erdem et al.,
Research indicates that consumers view a brand's attributes more positively when the brand is perceived as credible To enhance purchase intention, brands can leverage creative marketing communication and promotional strategies Additionally, a reputable campaign that incorporates corporate social responsibility (CSR) can further elevate a brand's credibility.
Consumer Skepticism (CS) occurs when consumers struggle to accurately understand various aspects of a product or service during the information processing stage, leading to misunderstandings and misinterpretations in the market (Turnbull et al., 2000) Factors such as excessive similarity, complexity, ambiguity, and an overload of information can contribute to consumer confusion (Mitchell and Papavassiliou, 1999; Turnbull et al., 2000) This skepticism stems from consumers' limited cognitive abilities to process information, resulting in a higher likelihood of feeling overwhelmed as they attempt to absorb more data (Mitchell et al., 2005) Ultimately, information overload is a significant source of confusion among consumers (Langer et al., 2008).
Some academics believe that the consumer backlash against environmental marketing stems from claims that are inaccurate, unsupported, or exaggerated (Carlson et al., 1993) Mitchell and Papavassiliou (1999) identify three types of skepticism that consumers may experience One form, overchoice skepticism, arises from the overwhelming amount of information available (Mitchell et al., 2005) Additionally, similarity skepticism can influence consumer indecision due to the perceived physical similarities among products.
2005) Unclarity skepticism occurs from confusing, incorrect, or insufficient information provided through marketing communications (Mitchell et al., 2005).
Green perceived risk (GPR) refers to the negative consequences and uncertainties that customers associate with their environmentally friendly purchasing decisions According to Chen and Chang (2012), as the perceived risk increases, customers experience greater uncertainty regarding their choice to buy green products (Chen and Chang, 2013).
Brand and firm messaging significantly influences consumer perception (Song and Kim, 2022) However, misleading and vague green advertising can lead to greenwashing, causing consumers to feel a heightened sense of risk when considering product consumption (Desiree Schmuck et al., 2018) Consequently, Green Perception Risk (GPR) highlights the potential repercussions of misguided consumer judgments (Aji and Sutikno, 2015).
Green purchase intention (GPI) reflects consumers' preference for eco-friendly products, highlighting their inclination to choose environmentally beneficial options over traditional alternatives This intention, grounded in environmental awareness, serves as both a purchasing choice and a declaration of the consumer's values (Chen and Tung, 2014).
According to Mostafa (2007), a person's environmental concern significantly influences their green purchase intention (GPI), with greater concern leading to a higher likelihood of choosing eco-friendly products Additionally, Kim and Choi (2005) highlight the role of Perceived Consumer Effectiveness, where consumers who believe their actions can make a difference are more inclined to engage in green purchasing Social influence also plays a critical role, as Yadav and Pathak (2017) suggest that societal norms and peer expectations shape consumers' intentions to buy green products Furthermore, the economic factors of price and perceived value are essential; while consumers show a preference for green products, the perceived higher costs can deter purchases However, as Gleim et al (2013) note, when consumers find a balance between price and perceived value, their intention to purchase green products remains strong.
Psychological ownership, as defined by Van Dyne and Pierce (2004), refers to the deep internal feeling individuals have of ownership towards a specific target, influenced by their experiences This sense of ownership transcends physical possessions to include intangible aspects, engaging both emotional and cognitive dimensions (Han et al., 2010; Pierce et al., 2003) The concept highlights the interplay between objective and subjective perceptions, enabling individuals to express a sense of belonging, as they feel a connection with what they consider "mine" or "ours" (Pierce et al., 1991; Belk, 1988).
Psychological ownership originates from key factors such as control, intimacy with the object, and personal investment These factors are influenced by elements like efficacy, self-identity, belongingness, and both intrinsic and extrinsic motivations (Jussila et al., 2015).
According to Mostafa (2007), there is a favorable association between environmental awareness and green purchasing behavior in the existing research
Tilikidou and Delistavrou (2006a) provide examples from literature that highlight the positive connection between tangible knowledge and green purchasing behavior Conversely, Ellen (1994) argues that objective knowledge, irrespective of its origin, exerts a lesser impact on green consumption behavior compared to subjective knowledge.
Research indicates a complex relationship between environmental knowledge and active participation in eco-friendly practices Stern (1992) highlights this connection, while Schultz (2002) and Simmons and Widmar (1990) identify a lack of information as a significant barrier to green consumption Bang et al (2000) show that awareness of renewable energy sources can increase consumers' willingness to pay more for sustainable options, although this doesn't always correlate with favorable views on their usage Additionally, Tilikidou and Delistavrou (2006a) found that consumers generally possess low levels of objective environmental knowledge, with only a minority answering over 60% of questions correctly Nonetheless, their study also reveals that greater knowledge positively influences pro-environmental purchasing behavior, suggesting that informed individuals are more likely to make sustainable choices.
Research by Amyx (1994, cited in Mostafa, 2007) indicates that consumers knowledgeable about environmental issues are more inclined to pay extra for eco-friendly products Their understanding of renewable energy serves as a link between their environmental concerns and their beliefs and intentions Consequently, individuals with heightened awareness and concern tend to exhibit more positive attitudes and a greater willingness to invest in sustainable energy sources Additionally, the level of knowledge directly influences one's goals and perspectives, as more informed individuals are likely to develop stronger and clearer opinions and attitudes towards sustainability.
CHAPTER 03: RESEARCH METHODOLOGY
The research process began with a comprehensive review of existing literature and previous studies to adapt measurement scales for the constructs being examined Minor adjustments were made to these scales to fit the specific context of the current research An initial questionnaire was developed in English based on original articles and subsequently translated into Vietnamese A preliminary survey was conducted to refine the questionnaire, ensuring clarity and logical coherence for each item Finally, the questionnaire was translated back into English to facilitate data analysis.
This study utilizes a mixed research method, integrating qualitative and quantitative approaches to gain new insights into contemporary consumer behavior By conducting focus group and in-depth interviews, the research aims to uncover unexpected factors that may affect consumer responses to a brand's greenwashing practices and assess how these factors influence purchasing intentions.
A two-stage approach was adopted to evaluate the measurement model, focusing on the reliability of constructs through Cronbach's alpha and composite reliability Convergent validity was assessed using indicator reliability and average variance extracted (AVE) Additionally, the Heterotrait-Monotrait Ratio (HTMT) and cross-loadings were employed to measure the discriminant validity of the model.
The next step involves determining whether common method bias (CMB) could affect the research findings The structural model is evaluated using criteria such as the R² and Ọ² values of the endogenous constructs, which assess the predictive power and relevance of the research model Furthermore, Variance Inflation Factor (VIF) values are examined to detect potential collinearity issues, as suggested by Henseler & Chin (2010) To investigate the direct, mediating, and moderating effects outlined in the thesis hypotheses, a bootstrapping procedure with 5,000 samples is employed, following the recommendations of Hair et al (2021).
RUCT CODE ITEM AUTHOR RA
BC1 This brand delivers what it promises (+)
BC2 This brand’s product claims are believable
(2004a) BC3 This brand has a name you can trust (+)
BC4 This brand doesn't pretend to be something it isn’t (+)
CS1 Most environmental claims made on package labels or in advertising are true.
Most environmental claims on package labels or in advertising are intended to mislead rather than to inform consumers.
CS3 I do not believe most environmental claims made on package labels or in advertising.
GPU I intend to buy green products.
GPI2 I plan to purchase green products.
GP13 1 will purchase green products in my next purchase.
CIK1 I try not to buy from companies that strongly pollute
When possible, I systematically choose the product that has the lowest negative impact on the environment
When I have the choice between two equivalent products, I always wonder which one pollutes less before buying
GW1 This ad misleads with words in its environmental features
GW2 This ad misleads with visuals or graphics in its environmental features
GW3 This ad possesses a green claim that is vague
GW4 This ad exaggerates what the product's green functionality actually is
This ad masks important information, which makes the green claim sound better than it is
GW6 This ad uses information about environmental features that is false
GW7 This ad does not tell the truth about the product's green functionality.
There is a chance that there will be something wrong with the environmental performance of the brand's products
There is a chance that the brand’s products will not work properly with respect to its environmental design
There is a chance that you would get environmental penalty or loss if you use the brand's products
There is a chance that using the brand's products will negatively affect the way others think of you with respect to green image
The brand's products would damage your green reputation
Although 1 do not legally own this green brand, I feel like this is “my” brand.
I feel a very high degree of personal ownership of this green brand.
3 I feel like this green brand belongs to me.
I feel a strong sense of closeness with this green brand.
This green brand incorporates a part of myself.
The qualitative method was employed to investigate consumer responses to brand greenwashing (GW) by utilizing literature reviews, focus groups, and in-depth interviews This approach aimed to identify key dynamics influencing consumer reactions and to uncover additional significant variables beyond those identified in existing literature Initially, a comprehensive overview of contributing factors was compiled from validated research, followed by the development of a model with hypotheses derived from reputable studies and the creation of a question table for the interviews The insights gained from in-depth and focus group interviews are anticipated to reveal further dynamics, enhance understanding of existing or new constructs, and validate previously collected data Ultimately, this research will provide a robust foundation to support our model and facilitate the subsequent collection of quantitative data.
The findings aim to equip the US with insights to evaluate the impact of seven constructs identified through literature review It is essential to understand the presence of Brand Citizenship (BC), customer satisfaction (cs), Green Purchase Perception Orientation (GPPO), and Green Purchase Response (GPR) as customers navigate various stages after discovering a brand's greenwashing activities, and how these experiences influence their decision-making processes.
The article reviews the impact of Customer Interaction Knowledge (CIK) on key components such as General Purchase Rate (GPR), Brand Commitment (BC), and General Purchase Intention (GPI) It aims to determine the extent to which goodwill (GW) influences these components, particularly in relation to varying degrees of customer CIK under specific circumstances.
The in-depth interview questionnaires are crafted using a measurement scale consisting of 33 items, detailed in Appendix M The specific questionnaires utilized for the interviews can be found in Appendix J.
Greenwashing (GW) involves making misleading claims about a product or company's environmental benefits, aiming to influence consumer perceptions and decisions By raising awareness of GW, companies may be encouraged to adopt genuine and responsible environmental practices Focus groups play a crucial role in this process, allowing participants from diverse backgrounds to share their thoughts and experiences, which uncovers a wide range of perspectives on the issue Additionally, observing non-verbal cues such as facial expressions and body language enriches the understanding of participants' opinions This method of real-time data collection enables researchers to gather insights from multiple individuals in a single session, enhancing the depth of their findings.
The focus group questionnaires have been derived from the in-depth interview questionnaires with appropriate modifications, thereby presented in Appendix c
The questionnaire was meticulously refined for clarity prior to distribution, utilizing Google Forms for quantitative data collection Hair et al (2011) emphasize the importance of having at least three observable variables for each measurement variable, with a minimum sample size of 100 This approach aligns with the research model outlined in Chapter 2, which includes seven latent variables.
The study involves 31 measurable variables, necessitating a total of 155 observable variables for accurate PLS-SEM analysis To achieve reliable results, the research team aims to recruit approximately 270 participants Data will be collected via a Google Forms link shared through personal networks on platforms such as Facebook, Zalo, and Messenger, with the collection period set from September 29, 2023, to October 13, 2023.
This research paper focuses on university students in Ho Chi Minh City, primarily consisting of tech-savvy Gen Z individuals who are acutely aware of global socio-environmental issues This demographic includes both local residents and students from various provinces who have moved to the city for their studies A notable aspect of their purchasing behavior is a strong commitment to environmental sustainability, as many actively seek eco-friendly products and prioritize "green" consumption habits This trend aligns with the broader global movement among younger generations advocating for sustainable and ethical consumption Overall, the university students in Ho Chi Minh City represent a modern, urban youth demographic that is both academically driven and environmentally conscious in their consumer choices.
The choice of PLS-SEM as the primary analytical method for this study is supported by several compelling reasons Compared to CB-SEM, PLS-SEM demonstrates a superior ability to explain variance in dependent variables, making it ideal for researchers focused on predictive capabilities (Hair et al., 2017; Henseler et al., 2009) Additionally, PLS-SEM is advantageous as it remains effective regardless of the normality of the dataset and is resilient to multicollinearity issues (Flair et al., 2018) A key feature of PLS-SEM is its ability to evaluate both measurement and structural models simultaneously, ensuring that estimations are consistent and free from biases (Hair et al., 2017; Hair et al., 2018).
SmartPLS 3.2.9 is used, through the PLS algorithm (PLS algorithm) to analyze the accuracy of the scales, R2 and f2 values The bootstrapping method has been performed to test the significance of the path coefficients.
The Questionnaire for Survey is adjusted after the qualitative research and presented as Appendix A Survey Questionnaire.
Before starting data analysis for quantitative research, it's essential to summarize the data using Google Forms and apply checks and filters to identify any issues, resulting in a total of 280 samples For qualitative research, data and insights are gathered through focus groups of 6-8 participants and in-depth interviews Descriptive statistics are employed to analyze the characteristics of the research sample using SmartPLS Subsequently, two distinct models are utilized to assess the research framework: the models proposed by Henseler and Chin (2010), which include the Effect Indicator (Reflective Measurement Models) and the Composite Indicator (Formative Measurement Models).
CHAPTER 04: DATA ANALYSIS AND RESULT
4.1.1 In-depth Interview Result and Discussion
Our research employs online interviews conducted via Google Meet to collect data, allowing candidates to exchange information remotely in a one-on-one setting This format encourages participants to express their thoughts more freely, fostering a comfortable environment The study includes 10 participants from diverse disciplines at universities in the HCMC area, including Marketing, Accounting, Fashion, and Information Technology The varying levels of environmental interest and understanding among individuals from different industrial backgrounds enhance the diversity of responses and improve the overall accuracy of the findings.
The research employs a semi-structured interview approach, focusing on seven key topics with five to six sub-questions each To create a comfortable environment for interviewees to express themselves authentically, the researchers adapt their methodology and tailor questions according to the participants' backgrounds After conducting ten interviews, data saturation is reached, revealing two new insights: the introduction of novel elements affecting the relationship between GW and GPI, and the identification of moderator factors with varying impacts Additionally, some construction teams initially indicated they did not achieve the desired outcomes To further validate and clarify the findings, these issues are addressed in a subsequent focus group discussion.
Individuals tend to provide straightforward answers to inquiries about industries they are passionate about, especially when they can share impartial views on relevant subjects Nonetheless, some interviewees might not deliver focused responses initially, necessitating hosts to invest additional time in extracting valuable insights and clarifying the intricate information needed.
Thematic analysis of interview data follows a six-step approach, beginning with familiarization with the transcripts Researchers then produce initial codes through open coding, sorting the text, extracting representative statements, and establishing free coding Relevant codes are organized into core categories to identify primary themes The researchers classify and inspect the data, organizing it into distinct themes, which are then defined and named appropriately Finally, the analysis content is compiled, summarizing the findings from the thematic analysis.
A critical analysis method is utilized to evaluate the reliability of the study by measuring the consistency among different assessors The assessment focuses on the level of agreement between two researchers who sequentially extract topics from interview data, aiming for a mutual agreement ratio exceeding 80% to ensure dependability The findings indicate that the subject extraction reliability surpasses the 80% threshold, demonstrating strong reliability and validity in the process of extracting subjects from interview data.
The qualitative analysis has been compiled, presented and discussed in the Appendix G There are findings that are determined from the study.
4.1.1.3.1 Risk perceived when buy green product
This article explores consumer risk perception in relation to green product purchasing decisions Insights from in-depth interviews reveal that participants generally do not prioritize risk considerations when making these decisions, indicating a minimal focus on risk factors in their purchasing process.
4.1.1.3.2 Reaction to brand goes greenwash
Consumer reactions to greenwashing (GW) range from indifference to outright boycotts, influenced by factors such as consumer-brand connection, switching costs, available alternatives, individual knowledge, and personal traits The most common response to greenwashing by favored brands is a profound sense of distrust and betrayal among consumers.
Some respondents remain unconcerned about the brand's greenwashing, continuing to use and purchase its products, possibly due to a lack of appealing alternatives or a preference for familiar brands Additionally, many individuals express a tendency to wait for verification from the brand before making any changes in their purchasing behavior.
4.1.1.3.3 Ease negative reaction to brand’s greenwash.
The interview findings highlight several key factors that affect consumer reactions to a brand's greenwashing practices A significant observation is that an official announcement from the brand, which clarifies allegations and includes a sincere apology, can positively influence consumer perception Furthermore, the research indicates that certain respondents display enduring loyalty to specific brands, showing a level of indifference toward the brand's misleading practices.
However, it is important to note that a subset of consumers vehemently opposes
GW and responds negatively, consequently leading to the erosion of brand credibility (BC) within their perception This erosion of BC subsequently correlates with a decline in purchase intention among consumers.
4.1.13.4 How consumers show' concern for the environment
An individual's environmental concern is shaped by factors such as online exposure to environmental events, peer influence, education, employment, and personal hobbies Although they are aware of environmental issues, their focus tends to be more on product quality rather than environmental friendliness, indicating a complex viewpoint While sustainability is recognized, it is not their primary concern.
Those with greater environmental concern tend to react more strongly to instances of greenwashing compared to those with lesser concern.
In-depth interviews reveal that participants are largely unfamiliar with the concept of psychological ownership, focusing primarily on product quality and brand preference The findings indicate a minimal emotional attachment to brands, including green products, suggesting that psychological factors do not significantly impact purchase intentions These inconclusive results highlight the need for further research, leading to the decision to employ focus group methodology for a deeper exploration of this construct.
Brand credibility plays a crucial role in shaping consumers' intentions to make green purchases, as indicated by survey responses Key factors affecting brand perception include reputation, quality, and endorsements from influencers Customers seek concrete proof of a company's environmental initiatives, such as sustainable manufacturing and effective recycling processes, rather than just verbal commitments Additionally, greenwashing erodes trust and can result in consumers avoiding brands that engage in misleading environmental practices or do not deliver on their promises.
Consumer perception of greenwashing (GW) is intricate, with most people understanding the concept even if they are initially unaware of it Despite this familiarity, individuals often react negatively to GW upon first hearing about it, which can obstruct a deeper understanding of its various forms GW can manifest in both unintentional misrepresentations and deliberate deceit, highlighting the importance of recognizing these distinctions for a more nuanced perspective.
Consumers often approach brand communication with skepticism, preferring to verify claims instead of accepting them blindly Expert endorsements can significantly boost a brand's credibility, yet while some individuals engage in further research, many are still inclined to trust advertising messages, highlighting their susceptibility to persuasion In the context of greenwashing, consumers might quickly disregard brand messages, underscoring the importance of brand credibility in their purchasing choices Additional research is needed to explore how consumer skepticism affects purchase intentions.
In-depth interviews have provided valuable insights into various constructs and their influence on GPL However, some constructs may be misinterpreted and need further exploration in the upcoming focus group phase Additionally, emerging factors that could moderate the relationship between GW and GPI have been identified, but these factors remain unclear and require further investigation.
CHAPTER 05: DISCUSSION AND CONCLUSION
The findings of this study carry implications for marketers and companies seeking to implement green marketing strategies Collectively, the results indicate that
GW practices negatively affect GPL by exerting an adverse influence on BC, leading to a decrease in GPL Additionally, the proposed moderators, sc and BA, did not show a significant impact during the survey This inconsistency may stem from inaccuracies in participant selection or differences between the contextual factors in foundational research and those present in HCMC, where the survey was conducted.
In summary, brands should be aware that they may encounter negative reactions, which can include a decrease in brand credibility and potentially lead to consumer boycotts Furthermore, it is important to highlight that social credibility and brand authenticity play a moderating role in the relationship between greenwashing and green purchase intentions.
Research indicates that a firm's perception is significantly influenced by how a brand's goodwill (GW) is interpreted, leading to feelings of brand betrayal and a decrease in usage The impact of this phenomenon varies, as highlighted by Baruah and Panda (2020), with the severity of consumer reactions—ranging from disappointment to complete discontinuation of usage—being linked to the perceived importance and credibility of the GW Song and Lan (2022) further elaborate on this relationship, emphasizing that elevated expectations can intensify consumer responses The study also examines the mediating role of brand credibility (BC) in this dynamic.
The research examines the moderating effect of CIK on the relationship between GW, BC, and GPL It reveals that GPR, cs, and GPPO have an insignificant impact on GW, while CIK plays a moderating role in their interactions Additionally, the study introduces new moderators, specifically BA, enhancing the understanding of these relationships.
SC, shedding light on their hitherto unrecognized influence in this context.
The research on "Greenwashing and the Modern Consumer" highlights the need for businesses to align their environmental practices with consumer expectations to avoid negative impacts on perceptions Companies can improve their environmental brand management through transparent communication and honest signaling of sustainability efforts The study emphasizes that perceived sincerity is crucial for strengthening stakeholder relations and enhancing corporate reputation To counteract greenwashing, firms should focus on reducing perceived risks and demonstrating genuine performance related to their environmental commitments, alongside engaging in Corporate Social Responsibility (CSR) activities Additionally, increasing consumer literacy through educational campaigns is vital for helping individuals recognize and evade greenwashing practices The research also calls for government intervention to implement legislation and monitoring mechanisms that hold corporations accountable for their environmental claims Ultimately, the study provides practical guidance for businesses to adopt responsible environmental practices, foster transparent communication, and engage in proactive CSR initiatives to build lasting positive relationships with consumers and safeguard their reputations.
This study on GW has notable limitations that present opportunities for further research The data was collected at a single point in time from a uniform source, which may introduce common method variance risks Future investigations should consider varying data sources by incorporating perspectives from managers, employees, and shareholders to mitigate this issue Additionally, the cross-sectional nature of this study complicates the establishment of causation Longitudinal studies are recommended to explore the cause-and-effect relationships between GW, company reputation, and consumer decision-making Future research could also employ experimental designs to uncover causal links between different constructs.
Caution is necessary when generalizing the findings due to the limited sample obtained from focus groups and in-depth interviews, which may not represent the entire consumer base The survey's focus on individuals in Ho Chi Minh City may restrict the applicability of the results to this specific demographic To improve representativeness, future studies should consider utilizing more diverse sampling methods Additionally, perceptions of GW can differ based on age, gender, knowledge, and culture, highlighting the need to replicate the model in various countries for a more comprehensive understanding Future research could also benefit from a targeted examination within a single industry or through cross-industry comparisons.
Future research should delve deeper into the contextual effects of GPR, GPPO, BC, and CS to enhance the generalizability of findings and explore the moderating roles of CIK in their relationships with GW Additionally, investigating other relevant moderators could further enrich the research landscape These constructs have previously demonstrated significant impacts, suggesting they could greatly enhance our understanding of the field However, limitations in our data collection hindered our ability to obtain comprehensive responses to support our hypotheses This presents an excellent opportunity for future researchers to address these gaps and build on our findings By conducting more thorough studies that consider these constructs and potential moderators, researchers can deepen our understanding of the dynamics involved Focusing on participants with a strong grasp of environmental issues and GW will capture the nuances related to these concepts, providing valuable insights into the relationships among the variables and improving the applicability of the research in real-world contexts.
Abu Zayyad, H M., Obeidat, z M., Alshurideh, M T, Abuhashesh, M., Maqableh, M., & Masa'deh, R (2020) Corporate Social Responsibility and Patronage intentions: the Mediating Effect of Brand Credibility Journal of Marketing
Adnan, M., Naveed, R.T., Ahmad, N and Hamid, T.A (2019) “Predicting green brand equity through green brand credibility” Journal of Managerial Sciences,
Afifi, w., & Burgoon, J (2000) The impact of violations on uncertainty and the consequences for attractiveness Human Communication Research, 26(2), 203-233 https://doi.Org/10.l 111/j 1468-295 8.2000.tb00756.x
Aji, H M., & Sutikno, B (2015) The extended consequence of greenwashing: Perceived consumer skepticism International Journal of Business and Information, 10(4), 433.
Aji, H., & Sutikno, B (2015) The Extended Consequence of Greenwashing: Perceived Consumer Skepticism (Vol 10).
Akturan, u (2018) How docs greenwashing affect green branding equity and purchase intention? An empirical research Marketing Intelligence & Planning, 36(2), 809-824 https://d0i.0rg/l 0.1108/mip-12-2017-0339
Baek, T H., Kim, J., & Yu, J H (2010) The differential roles of brand credibility and brand prestige in consumer brand choice Psychology and Marketing,
Baruah, L., & Panda, N M (2020) Measuring corporate reputation: a comprehensive model with enhanced objectivity Asia-Pacific Journal of Business
Administration, 12(2), 139-161 https://doi.Org/10.l 108/apjba-10-2019-0215
Ben Ammar, H., Naoui, F B., & Zaiem, I (2015) The Influence of the Perceptions of Corporate Social Responsibility on Trust toward the Brand
International Journal of Management, Accounting & Economics, 2(6).
Buck, R., Anderson, E., Chaudhuri, A., & Ray, I (2004) Emotion and reason in persuasion Journal of Business Research, 5 7(6), 647-656. https://doi.org/10,1016/sO 148-2963(02)00308-9
Burnham, T.A., Freis, J.K and Mahajan, V (2003) Consumer switching Costs A
Typology, Antecedents, and Consequences Journal of the Academy of Marketing Science, 31, 109-126 - References - Scientific Research Publishing.
(n.d.) https://www.scirp.org/reference/referencespapers?referenceid=l910354 Burnham, T.A., Freis, J.K and Mahajan, V (2003) Consumer switching Costs:
A Typology, Antecedents, and Consequences Journal of the Academy of
Marketing Science, 31, 109-126 - References - Scientific Research Publishing.
(n.d.) httiisj^www.scin^^oi^/n^tcraTcc/icteraicesixyict^Treferaiccid^^
Chang, T.-W., & Hung, C.-Z (2022) Sustainable consumption: research on examining the influence of the psychological process of consumer green purchase intention by using a theoretical model of consumer affective events Environment,
Development and Sustainability, https://doi.org/10.1007/s 10668-022-02152-6
Chang, C.-H., & Chen, Y.-S (2014) Managing green brand equity: The perspective of perceived risk theory Quality & Quantity, 48(3), 1753-1768.
Chen, Y.-S., & Chang, C.-H (2013) Greenwash and Green Trust: the Mediation Effects of Green Consumer Confusion and Green Perceived Risk Journal of Business Ethics, 114(3), 489-500 https://doi.org/10.1007/s 10551-012-1360-0
The study by Chen and Chang (2012) investigates the factors that influence green purchase intentions, emphasizing the significance of green perceived value, green perceived risk, and green trust The authors argue that enhancing consumers' perceived value of green products can significantly boost their purchase intentions Additionally, addressing perceived risks associated with green products is crucial for building consumer trust, which in turn fosters a willingness to engage in environmentally friendly purchasing behavior The findings highlight the interconnected roles of these factors in promoting sustainable consumption practices.
Connelly, B L., Certo, s T., Ireland, R D., & Reutzel, c R (2011) Signaling Theory: a Review and Assessment Journal of Management, 37(1), 39-67.
Curina, L, Francioni, B., Hegncr, s M., & Cioppi, M (2020) Brand hate and non-repurchase intention: A service context perspective in a cross-channel setting
Journal of Retailing and Consumer Services, 54, 102031 https://doi.org/10.1016/j.jretconser,2019.10203
Do Paẹo, A., Alves, H., Shiel, c., & Filho, w L (2013) Development of a green consumer behaviour model International Journal of Consumer Studies, 37(4), 414-421 https://doi.Org/10.l 111/ijcs 12009
Erdem, T., & Swait, J (1998) Brand Equity as a Signaling Phenomenon
Erdem, T., & Swait, J (2004) Brand Credibility, Brand Consideration, and Choice Journal of Consumer Research, 37(1), 191-198 https://doi.org/10.lQ86/383434
Erdem, T., Swait, J., & Valenzuela, A (2006) Brands as Signals: A Cross-Country Validation Study Journal of Marketing, 7Ớ(1), 34-49 https://doi.Org/l 0,15O9/jmkg.7O.1,034,qxd
Fricstad, M., & Wright, p (1994) The Persuasion Knowledge Model: How People Cope with Persuasion Attempts Journal of Consumer Research, 2/(1), 1-31. http://www.jstor.org/stable/248973 8
Gleim, M R., Smith, J s., Andrews, D., & Cronin, J J (2013) Against the Green: A Multi-method Examination of the Barriers to Green Consumption Journal of
Retailing, 59(1), 44-61 https://doi.Org/l0.1016/j.jrctai.2012.10.001
Gillespie, E (2008) Stemming the tide of greenwash Consumer Policy Review, 18(3), 79-83.
Goh, s K., & Balaji, M s (2016) Linking green skepticism to green purchase behavior Journal of Cleaner Production, 131, 629-638 https://doi.org/10,1016/j jclepro.2016.04.122
In their 2022 study, Ha, Ngan, and Nguyen examine the relationship between greenwashing and green brand equity, highlighting the mediating effects of green brand image, green satisfaction, and green trust They also explore how information and knowledge serve as moderating factors in this dynamic Their findings underscore the importance of transparency and consumer awareness in fostering genuine green brand equity.
& Responsibility, https://doi.org/10.1111 /beer 12462
Hamann, R., & Kapelus, p (2004) Corporate Social Responsibility in Mining in Southern Africa: Fair accountability or just greenwash? Development, 47(3), 85-92 https://doi.Org/l 0.1057/palgrave,development 1100056
Hameed, 1., Hyder, z., Imran, M., & Shafiq, K (2021) Greenwash and green purchase behavior: an environmentally sustainable perspective Environment,
Development and Sustainability, 23(9), 13113-13134 https://doi.Org/l 0.1007/s 10668-020-01202-1
Han, M s., Hampson, D p., Wang, Y., & Wang, H (2022) Consumer confidence and green purchase intention: An application of the stimulus-organism-response model Journal of Retailing and Consumer Services, 68,
Harvey, J H., & Weary, G (1984) Current Issues in Attribution Theory and Research Annual Review of Psychology, 35(1), 427-459 https://doi.Org/IQ.l 146/annurev.ps.3 5.020184.00223 5
Hauser, J R., & Wernerfelt, B (1990) An Evaluation Cost Model of Consideration Sets Journal of Consumer Research, 16(4), 393 https://doi.org/10.1086/209225
Hendy Mustiko Aji, & Bayu Sutikno (2016) The Extended Consequence of Greenwashing: Perceived Consumer Skepticism International Journal of Business and information, 10(4), 43 3-468 https://d0i.0rg/l 0.6702/ijbi.2015.10.4,2
Horiuchi, R., Schuchard, R., Shea, L., & Townsend, s (2009) Understanding and preventing greenwash: A business guide London: Futerra Sustainability
Ioannou, I., Kassinis, G., & Papagiannakis, G (2022) The Impact of Perceived Greenwashing on Customer Satisfaction and the Contingent Role of Capability Reputation Journal of Business Ethics, 185(2) https://d0i.0rg/l 0,1007/s 105 51 -022-05151-9
Isaacs, s Social development in young children Br J Educ Psychol 1993, 3, 291-294.
Jahdi, K s., & Acikdilli, G (2009) Marketing Communications and Corporate Social Responsibility (CSR): Marriage of Convenience or Shotgun Wedding? Journal of Business Ei hies, 88(ỉ), 103-113 https://d0i.0rg/l 0.1007/s 105 51 -009-0113-1
Javed, u (2022) Linking Perceived Greenwashing with Brand Credibility: An Empirical Evidence from Pakistan International Journal of Business and Economic
Affairs, 7(3) https://doi.org/10.24088/ijbea-2022-73001
Jensen, M., Sorensen, s., Schmidt, A., Grinderslev, M., & Hjelmar, u (2002) Forbrugernes muligheder og interesse for kob af gron elektronik Miljostyrelsen: Copenhagen, Denmark.
Spangenberg, J.H.; Fuad-Luke, A.; Blincoe, K Design for sustainability (dfs): The interface of sustainable production and consumption J Clean Prod 2010, 18, 1485-1493.
Kelley, H H., & Michela, J L (1980) Attribution Theory and research Annual
Review of Psychology, 37(1), 457-501 https://doi.org 10,1146/annurev,ps.31.020180.002325
Kelley, H H (1967) Attribution theory in social psychology Nebraska
Lasuin, c A., & Ng, Y c (2014) Factors influencing green purchase intention among university students Malaysian Journal of Business and Economics (MJBE),
Laufcr, w s (2003) Social Accountability and Corporate Greenwashing
Journal of Business Ethics, 43(3), 253-261 https://doi.org/10,1023/a: 1022962719299
I don't know!
Leonidou, c N., & Skarmeas, D (2015) Gray Shades of Green: Causes and Consequences of Green Skepticism Journal of Business Ethics, 144(2), 401-415 https://doi.org/10.1007/s 10551 -015-2829-4
Li, J., & Tang, Y (2010) CEO Hubris and Firm Risk Taking in China: The Moderating Role of Managerial Discretion Academy of Management Journal, 53(1), 45-68 https://doi.org/10.5465/amj.2Q10.48036912
I don't know!
Mwencha, p M., Muathe, s M., & Thuo, J K (2014) Effects of perceived attributes, perceived risk and perceived value on usage of online retailing services
Ng, p F., Butt, M M., Khong, K w., & Ong, F s (2013) Antecedents of Green Brand Equity: An Integrated Approach Journal of Business Ethics, 121(2), 203-215 https://doi.org/10.1007/s 105 51 -013-1689-z
Nguyen, T T H., Yang, z., Nguyen, N., Johnson, L w., & Cao, T K (2019) Greenwash and Green Purchase Intention: The Mediating Role of Green Skepticism
Sustainability, 11(9), 2653 https://doi.org/10.3390/sul 1092653
Nguyen, Tho D., et al “Consumer Ethnocentrism, Cultural Sensitivity, and Intention to Purchase Local Products—Evidence from Vietnam." Journal of Consumer Behaviour, vol 7, no 1, Jan 2008, pp 88-100, https://doi.org/10.1002/cb.23 8.
Neergaard, p.; Andersen, M.; Bech, L (2002) Environmental-Friendly Textiles; Copenhagen Business School: Miljo styrclscn, Denmark.
Nielsen, K s., & Hofmann, w (2021) Motivating sustainability through morality: A daily diary study on the link between moral self-control and clothing consumption Journal of Environmental Psychology, 73, 101551 https://doi.Org/l 0.1016/j.jenvp.2O21.101551
Nuttavulhisit, K., & Thogersen, J (2015) The Importance of Consumer Trust for the Emergence of a Market for Green Products: the Case of Organic Food Journal of Business Ethics, 140(2), 323-337 https://doi.org/10.1007/sl0551-015-2690-5
Nyagadza, B., Kadembo, E M., & Makasi, A (2021) When corporate brands tell stories: A signalling theory perspective Cogent Psychology, 5(1), 1897063 https://doi.Org/l 0,1080/23 311908,2021.1897063
Nyilasy, G., Gangadharbatla, H., & Paladino, A (2014) Perceived Greenwashing: The Interactive Effects of Green Advertising and Corporate Environmental Performance on Consumer Reactions Journal of Business Ethics,
Paẹo, A., Alves, H., Shiel, c., & Filho, w L (2013) Development of a green consumer behaviour model International Journal of Consumer Studies, 37(4), 414-421 https://doi.0rg/lO.l 111/lies 12009
Paixão, c (2016) Gcstâo da mídia: Embalagem, sustentabilidade c o marketing greenwashingl Media Management: Greenwashing Packaging, Sustainability and
Parasuraman, A., Zeithaml, V A., & Malhotra, A (2005) E-S-QUAL: A Multiple-Item Scale for Assessing Electronic Service Quality Journal of Service
Parguel, B., Benoit-Moreau, F., & Larceneux, F (2011) How Sustainability Ratings Might Deter “Greenwashing”: A Closer Look at Ethical Corporate Communication Journal of Business Ethics, IO2(\), 15-28 https://d0i.0rg/l 0,1007/s 105 51-011 -0901 -2
Park, S.-Y., Cho, M., & Kim, s (2019) The effect of CSR expectancy violation: value from expectancy violation theory and confirmation bias Journal of
Marketing Communications, 27(4), 1-24 https://doi.org/10.1080/13527266.2019.1671478
The research by Park and Lee (2013) explores how a perceived brand crisis influences product evaluation and purchase intention, highlighting the significant roles of brand credibility and brand attachment as moderating factors The study underscores that consumers' perceptions during a brand crisis can dramatically alter their buying decisions, emphasizing the importance of maintaining strong brand credibility and fostering deep brand attachment to mitigate negative impacts This insight is crucial for marketers aiming to navigate brand crises effectively and sustain consumer trust.
Pratihari, s K., & Uzma, s H (2018) CSR and corporate branding effect on brand loyally: a study on Indian banking industry Journal of Product & Brand
Management, 2 7(1), 57-78 https://doi.Org/10.l 108/jpbm-05-2016-l 194
Pomering, A., & Johnson, L w (2009) Advertising corporate social responsibility initiatives to communicate corporate image Corporate
Communications: An International Journal, 14(4), 420-439 https://doi.Org/l 0.1108/13563280910998763
Polonsky, M J., Grau, s L., & Garma, R (2010) The New Greenwash?: Potential Marketing Problems with Carbon Offsets International Journal of Business,
Qayyum, A., Jamil, R A., & Schar, A (2022) Impact of green marketing, greenwashing and green confusion on green brand equity Spanish Journal of
Marketing - ESIC Emerald, https://d0i.0rg/l 0.1108/sjme-03-2022-0032
Santos, c., Coelho, A., & Marques, A (2023) The greenwashing effects on corporate reputation and brand hate, through environmental performance and green perceived risk Asia-Pacific Journal of Business Administration https://doi.Org/l 0.1108/apjba-05-2022-0216
Schena, R., Netti, G., & Russo, A (2015) Consumers' Behavior toward Green Products: A Signalling Theory Approach International Journal of Business
Administration, 6(6) https://doi.org/10.5430/iiba.v6n6p44
Schmuck, D., Matthes, J., & Nadcrcr, B (2018) Misleading Consumers with Green Advertising? An Affect-Reason-Involvement Account of Greenwashing Effects in Environmental Advertising Journal of Advertising, 47(2), 127-145 https://doi.org/10.1080/00913367.2018.1452652
Shahrin, R., Ọuoquab, F., Jamil, R., Mahadi, N., Mohammad, J., Salam, z., & Hussin, N (2017) Green “eco-label" or “greenwashing"? Building awareness about environmental claims of marketers Advanced Science Letters, 23, 3205-3208 https://doi.org/10.1166/asl.2017.7713
Self, R M., Self, D R., & Bell-Haynes, J (2010) Marketing Tourism In The Galapagos Islands: Ecotourism Or Greenwashing? International Business &
Economics Research Journal (IBERJ 9(6) https://d0i.0rg/l 0.19030/iber.v9i6.5 90
Sohn, Y., & Lariscy, R w (2012) A “Buffer” or “Boomerang?”— The Role of Corporate Reputation in Bad Times Communication Research, 42(2), 237-259 https://doi.org/10.1177/0093650212466891
Song, B., & Lan, X (2022) Meeting Consumers7 Expectations: Exploring Corporate Social Advocacy Communication in China Sustainahility, 14(4), 2385 https://doi.org/10.3390/sul4042385
Spangenberg, J H., Fuad-Luke, A., & Blincoe, K (2010) Design for Sustainability (DfS): the interface of sustainable production and consumption Journal of Cleaner Production, W(15), 1485-1493 https://doi.Org/10.1016/j.jclepro.2010.06.002
Sweeney, J., & Swait, J (2008) The effects of brand credibility on customer loyalty Journal of Retailing and Consumer Services, 15(2), 179-193 https://doi.org/10.1016/j j rctconscr.2007.04.001
Tseng, S.-C., & Hung, S.-W (2013) A framework identifying the gaps between customers' expectations and their perceptions in green products Journal of Cleaner
Production, 59, 174-184 https://doi.org/10.1016/j,iclcpro.2013.06.050
Vangeli, Anastas, et al “From Greenwashing to Green B2B Marketing: A Systematic Literature Review.” Industrial Marketing Management, vol 115, 1 Nov
Wernerfelt, B (1988) Umbrella Branding as a Signal of New Product Quality:
An Example of Signalling by Posting a Bond The RAND Journal of Economics, 19(3),
Yiridoe, E K., Bonti-Ankomah, s., & Martin, R c (2005) Comparison of consumer perceptions and preference toward organic versus conventionally produced foods: A review and update of the literature Renewable Agriculture and Food
The study by Zhang et al (2018) examines how perceptions of greenwashing affect consumers' intentions to make eco-friendly purchases It highlights the mediating influence of green word-of-mouth and the moderating effect of consumers' environmental concerns The findings suggest that positive word-of-mouth can enhance green purchasing intentions, especially among those who are more environmentally conscious This research contributes to understanding the dynamics between green marketing practices and consumer behavior in the context of sustainability.
Zou, H L., et al “How Do Environmental Violation Events Harm Corporate Reputation?” Business Strategy and the Environment, vol 24, no 8, 19 May 2014, pp 836-854, https://doi.org/10.1002/bse 1849.
APPENDIX APPENDIX A SURVEY QUESTIONNAIRE - ENGLISH VERSION
Our research team at Ho Chi Minh City University of Economics is conducting an in-depth study on Greenwashing and its impact on modern consumer behavior We kindly invite you to participate in our questionnaire, which is designed to gather valuable insights Rest assured, all information collected will be used solely for academic purposes and will be handled anonymously and securely.
Thank you for taking your time to fill in this questionnaire!
FOCUS GROUP INTERVIEW
Consumer perceptions of brands are shaped by factors such as reputation, product quality, and the fulfillment of commitments Trust is often placed in established brands with a solid reputation, as noted in our previous interviews Additionally, focus group discussions reveal that ongoing consumer satisfaction relies on brands consistently delivering high-quality products that meet their quality claims A brand's ability to maintain credibility in this critical assessment era is essential for its success.
The concept of brand credibility (BC) plays a vital role in shaping consumers' perceptions of greenwashing (GW) and their purchasing intentions When brands mislead consumers about their environmental practices, it raises doubts about their honesty in other areas, such as ingredient sourcing and product quality As a result, loyal customers who trust a brand's claims feel deeply betrayed when they discover inconsistencies between promises and actions, prompting them to consider switching to other brands.
Nevertheless, the degree to which consumers prioritize different attributes of
BC can influence their response to GW In cases where customers prioritize product quality over a brand's environmental practices, the revelation of GW may not deter them from making purchases.
When questioned about the factors contributing to BC or make them credible ones respondents highlighted:
“It s honesty and consistency ”, FI.
Credible brands consistently provide hallmark product lines that uphold their quality over time while evolving to become more comprehensive A prime example is Sony, whose devices have long featured effective noise-canceling capabilities, receiving positive feedback and no significant complaints from users.
Participants answered how they would react to those credible brands1 GW:
When a brand asserts that it uses natural ingredients but is discovered to be misleading, its credibility is severely undermined As a result of this dishonesty, I would look for alternative options, as I can no longer trust the quality of their products.
“If Brand committed previously and built belief based on those commitments then when things turned out that way, I would feel betrayed and displeased ", FI.
“I didn't have much concern about that If the products are of high quality, I would still use them, (when they consider the supposition of brands they considered credible going GW), F5
Consumer perceptions of brand credibility (BC) are significantly influenced by the brand's reputation, product quality, and its ability to meet commitments This makes BC a crucial factor in shaping consumer reactions to greenwashing (GW) practices When a brand demonstrates high credibility, consumers are less likely to feel disillusioned by unethical practices, whereas a lack of credibility can lead to disappointment and brand abandonment.
Participants show a clear preference for their favorite brands, yet only a few subtly suggest that their perceptions of GW may influence their purchasing decisions through a sense of ownership This suggests that the effect of GW perceptions on purchase intentions differs among individuals and their preferred brands Consequently, GPPO demonstrates minimal consistent influence on the relationship between GW and GPI, as evidenced by insights from two interviews, leading to its removal from the model.
Respondents expressed their favorability to brands:
I appreciate every aspect of Cocoon, from its visual design to its exceptional customer service I have developed a strong connection with the brand and consistently choose L'Oréal for all my product needs.
“It would lower my opinion of the brand slightly, but not to the extent that I would stop buying their products ’’ They portrayed their reaction to the supposure.
Following in-depth interviews, we identified a notable absence of significant customer satisfaction, prompting us to investigate its representation in the forthcoming Focus Group session Our findings reveal a spectrum of customer concerns and skepticism towards green advertisements and the environmental claims made by brands Participants shared their perceptions of advertisements and the credibility of brand claims, highlighting the varied reactions to the environmental messages conveyed.
My primary focus is on product quality, and I usually only pay attention to media coverage when a new product is launched For products I am already familiar with or those that do not pique my interest, I tend to remain disengaged.
1 don't invest many thoughts in them ”, F2.
While I usually overlook brands, I tend to notice those that genuinely prioritize environmental issues For example, Langfarm's endorsement of their organic products captured my interest.
The study found no evidence suggesting uncertainly about brand features in the relationship between greenwashing (GW) and green product involvement (GPI)
Consequently, corporate social responsibility (CS) was excluded from the model
In-depth interviews indicate that individuals with a strong commitment to environmental issues experience greater disappointment and stronger reactions to global warming (GW), whereas those who do not prioritize environmental concerns show less impact from GW.
“No, I just buy for use, I do not care much about that green related matter", F2.
“I do not react much because Ỉ did not care much at first", F2.
“I do not think Greenwashing is important because I do not care about green matters ", F3.
There was also a presence of Environmental concern that imply another trait:
“If it had a direct impact on my environment then I would not buy ", F5.
Therefore, the role of CIK in the model is supported.
Research indicates that individuals who are more environmentally conscious often experience heightened disappointment and frustration regarding global warming (GW), demonstrating a reverse dynamic in their reactions Conversely, findings from our focus group reveal that those who typically show less concern for environmental issues are largely unaffected by GW.
“No, I just buy for use, I do not care much about that green related matter”, F2.
“Ido not react much because I did not care much at first”, F2.
“I do not think Greenwashing is important because I do not care about green matters”, F4.
There was also a presence of Environmental concern that imply another trait:
“If it had a direct impact on my environment then Ỉ would not buy”, F3.
Therefore, the role of CIK in the model is supported.
5.4.1.1.9 New moderating factor: Brand Attachment
Brand attachment signifies the strength of the connection between consumers and a brand, characterized by how easily the brand is recognized and accessed in their minds (Park et al., 2010) This attachment drives positive consumer behaviors, such as brand promotion and consistent purchasing Notably, consumers with strong brand attachment tend to exhibit forgiveness towards the brand, even in instances of unethical behavior.
Participants in the study highlighted that certain brands play a crucial role in their daily lives because of their positive effects and high performance Consequently, consumers often remain loyal to these brands, even when faced with unethical practices such as greenwashing.
(GW) However, awareness of GW practices may deter purchases for products with lower consumer engagement.
These traits are considered to represent a new construct which is Brand Attachment.
When asked how they would respond to a brand they had a high degree of engagement with, some participants shared their thoughts.:
/ must mention Senka's serum If the brand engages in greenwashing, I would feel disappointed However, because this product is essential in my daily life, I will continue to buy it ”, F4.
My purchasing decisions are primarily influenced by my daily needs and the availability of alternative brands When other brands fail to meet my requirements for affordability and quality, I find that the products I need become the most optimized choice for me.
On an opposite side, others with little engagement engagement stated:
‘7 don't typically use it, so when I discover greenwashing, I wouldn't have any intention to buy it further ”, F6.
"Ỉ do not usually use it, I am exposed to fashion so when I figure that out, / do not intend to buy it anymore ”, P8.
Therefore, Brand Attachment is reported as a new moderating variable:
5.4.1.1.10 New moderating factor: Switching Cost