Role of Greenwashing in Influencing Brand Attitude and Consumption: Identifying Sustainable Business Strategies
研究了漂绿行为如何通过影响消费者感知和怀疑，进而改变品牌态度和购买意愿，并发现环境知识在其中起调节作用，对企业和营销者理解绿色消费有参考价值。
ABSTRACT With firms' increasing adoption of green marketing strategies, greenwashing is also becoming more prevalent. Despite the negative consequences of greenwashing, limited studies have investigated its impact on attitude and consumption. Earlier studies have used greenwashing as a one‐dimensional construct and do not distinguish between different greenwashing practices. Based on the integrated framework of the Attribution Theory and the elaboration likelihood model, this study examines the effects of situational involvement with greenwashing practices on perceived greenwashing, green skepticism, and ultimately, brand attitude and purchase intention. Additionally, it investigates the moderating effect of environmental knowledge. Using a cross‐sectional research design, the study uses structural equation modeling to analyze the data collected from 353 US consumers. Findings suggest that greenwashing practices influence attitude and purchase intentions. The mediating role of green skepticism was also established. Additionally, the study highlights environmental knowledge's moderating role in the relationships studied. The results have implications for sustainable business practices and improving positive brand attitudes and green consumption by understanding customer perception of greenwashing.