The effect of greenwashing on online consumer engagement: A comparative study in France, Germany, Turkey, and the United Kingdom
研究了2015年大众汽车排放危机（近年最大漂绿事件）对法国、德国、土耳其和英国消费者在其Facebook品牌页面上点赞、评论和分享行为的影响，发现各国反应显著不同。
Abstract The effect of the Volkswagen emission crisis in 2015, the biggest greenwashing event in recent years, on the online consumer engagement of Facebook brand pages was investigated in France, Germany, Turkey, and the United Kingdom. These countries have been selected for the reason that Volkswagen sales and diesel‐engine cars and the use of social media are quite common. For 6 years in these four countries, the likes, comments, and shares made by consumers on the Facebook brand page of Volkswagen have been examined. The monthly dataset covers January 2012 to December 2017. The obtained data were analyzed with autoregressive–moving average models. Despite a globally positive approach to green products, countries' attitudes toward greenwashing have been significantly different. The findings showed that online consumer engagement was negative in the United Kingdom and Turkey and in a positive direction in Germany, whereas there was no change in France in the fourth quarter of 2015.