Measuring Behavioural Intention through the Use of Greenwashing: A Study of the Mediating Effects and Variables Involved

Eloy Gil-Cordero, Juan Pedro Cabrera-Sánchez, Ignacio Cepeda-Carrión and Jaime Ortega-Gutierrez
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Eloy Gil-Cordero: Department of Business Administration and Marketing, University of Seville, 41018 Seville, Spain
Juan Pedro Cabrera-Sánchez: Department of Business Administration and Marketing, University of Seville, 41018 Seville, Spain
Ignacio Cepeda-Carrión: Department of Business Administration and Marketing, University of Seville, 41018 Seville, Spain
Jaime Ortega-Gutierrez: Department of Business Administration and Marketing, University of Seville, 41018 Seville, Spain

Sustainability, 2021, vol. 13, issue 12, 1-12

Abstract: The work aims to achieve a better understanding of firms’ green strategy, and specifically, in the false green strategy called greenwashing, and the relationships between greenwashing (GW) and behaviour intention (BI), and how this relationship is affected by word of mouth (WOM) and corporative social responsability (CRS). A survey was conducted and 198 valid and complete online questionnaires were collected from users of urban mobility apps (Blablacar and Amovens) in Spain. The structural equation modeling technique partial least squares (PLS-SEM) was used to test the proposed research model and hypothesized relationships. The results of our study indicate that the direct relationship between GW and BI is not supported, although the indirect relationship through WOM and CRS is significant, so that both become mediating variables of the GW and BI relationship. The paper also analyzes the direct relationships between GW, CRS, WOM and BI, so that the direct effects GW and CRS; CRS and WOM; and WOM and BI are significant. This empirical study analyzes the effect of GW, which has not been studied much, especially in empirical research. The study analyzes several variable consequences of GW and analyzes mediating effects of CRS and WOM on the GW and BI relationship. The study also includes two behavioral indicators, WOM and BI, in a research model, and, additionally, the study demonstrates the relationship between GW and perceived CRS.

Keywords: greenwashing; word of mouth; corporative social responsibility; behaviour intention; partial least square (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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