Beyond the hype: Deciphering brand trust amid sustainability skepticism
研究了消费者如何通过绿色品牌联想建立对环保品牌的信任，发现绿色怀疑主义会削弱这一过程，对营销人员理解消费者心理有参考价值。
Abstract Positioning a brand as environment‐friendly does not guarantee that customers will blindly accept it. While previous research has explored consumer responses to various green marketing claims, the search for the process under which consumers form positive or negative associations remains inconclusive. Based on the theoretical lens of signaling, this study examines the process of green brand trust where consumers form green brand associations after receiving the appropriate signal from the firms. In so doing we answer calls for more research on green brand trust and extend previous understanding by arguing for and confirming the mediating role of green brand associations. We further hypothesize that resultant mediation will be stronger for individuals with low green skepticism. Findings from 270 consumers indicate that green brand association mediates the relationship between green brand positioning and green brand trust. Further, green skepticism may weaken green brand association's effect on green brand trust. While firms tend to take extra effort to make their green offering trustworthy, they need to strengthen their signaling efforts that facilitate associating with a green brand to trust that brand.