Perceived Greenwashing and Its Impact on the Green Image of Brands

Jui-Che Tu, Yang Cui, Lixia Liu () and Chun Yang
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Jui-Che Tu: Graduate School of Design, National Yunlin University of Science and Technology, Yunlin 64002, Taiwan
Yang Cui: Graduate School of Design, National Yunlin University of Science and Technology, Yunlin 64002, Taiwan
Lixia Liu: College of Art, Beijing Union University, Beijing 100101, China
Chun Yang: School of Design, Jiangnan University, Wuxi 214122, China

Sustainability, 2024, vol. 16, issue 20, 1-18

Abstract: In contemporary society, the growing attention paid to environmental protection and sustainable development has led to an increasing demand for green products. To meet this demand, companies have widely adopt green marketing strategies aimed at attracting consumers through environmental attributes. However, the phenomenon of “greenwashing”, where companies exaggerate or mislead the public about their environmental actions, undermines consumer trust and damages brand reputation. This study explores the impact of brands’ green marketing strategies on consumers’ perception of greenwashing and green brand image through in-depth interviews and surveys. Initially, four key dimensions of brand green marketing were identified through interviews with 40 experts and industry stakeholders: products and services, communication, relationships and interaction, and commitment and values. Subsequently, data from 325 valid survey responses were collected online, and the hypotheses were tested using factor analysis and structural equation modeling. The results indicate that communication, relationships and interaction, and commitment and values effectively reduce greenwashing perception and, through this mediation, influence green brand image. This finding underscores the importance of brands avoiding false advertising in green marketing and ensuring the authenticity of their environmental information to maintain and enhance their green image.

Keywords: perceived greenwashing; green brand image; brand green marketing; consumer (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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