skip to main content
Language:
Search Limited to: Search Limited to: Resource type Show Results with: Show Results with: Search type Index

The spillover effect of greenwashing behaviours: an experimental approach

Marketing intelligence & planning, 2020-05, Vol.38 (3), p.283-295

Emerald Publishing Limited ;Emerald Publishing Limited 2019 ;ISSN: 0263-4503 ;EISSN: 1758-8049 ;DOI: 10.1108/MIP-01-2019-0006

Full text available

Citations Cited by
  • Title:
    The spillover effect of greenwashing behaviours: an experimental approach
  • Author: Wang, Hong ; Ma, Baolong ; Bai, Rubing
  • Subjects: Attitudes ; Behavior ; Brand loyalty ; Consumers ; Credibility ; Energy ; False information ; Halo effect ; Hypotheses ; Purchasing
  • Is Part Of: Marketing intelligence & planning, 2020-05, Vol.38 (3), p.283-295
  • Description: Purpose The purpose of this paper is to examine the impact of greenwashing behaviour of one brand on purchase intention of green products from other brands. Further, this study tests the mediating role of greenwashing perception of the entire industry and the moderating role of brand attitudes towards other brands in the industry for the above-mentioned relationship. Design/methodology/approach A sample of 377 participants was utilised in three studies. The study analysed the data using SPSS 18.0 to test the research hypotheses. Findings The study suggests that greenwashing behaviour of one brand negatively affects consumers’ purchase intention of the green products from other brands in the industry. It is also indicated that the greenwashing perception of the entire industry partially mediates the relationship between greenwashing behaviour of a brand and purchase intention of green products from other brands. In addition, the study shows that the relationship between greenwashing perception of the entire industry and purchase intention of the green products from other brands is negatively moderated by brand attitudes towards other brands in the industry. Practical implications This study provides useful insights for the managers that firms can learn the way to alleviate greenwashing spillover effect through the brand attitudes to enhance green purchasing behaviour. Originality/value The study is perhaps the first one to study the existence of the spillover effect of brands’greenwashing behaviour. The study also reveals the influencing mechanism of greenwashing spillover effect of a brand.
  • Publisher: Bradford: Emerald Publishing Limited
  • Language: English
  • Identifier: ISSN: 0263-4503
    EISSN: 1758-8049
    DOI: 10.1108/MIP-01-2019-0006
  • Source: ProQuest One Psychology
    AUTh Library subscriptions: ProQuest Central
Back to results list
INSPIRE LIBRARY - TON DUC THANG UNIVERSITY (84-028) 37 755 057 Feedback
19 Nguyen Huu Tho St. Dist.7, HCM thuvien@tdtu.edu.vn

Copyright © 2017 INSPIRE LIBRARY - TON DUC THANG UNIVERSITY

Searching Remote Databases, Please Wait