“…Additionally, firms frequently publicize their sustainability initiatives to enhance the green image of their firm separately from specific products (Chamorro & Bañegil, 2006;Dal Maso, Liberatore, & Mazzi, 2017). In addition to environmental friendliness, consumers expect added benefits from green products, such as cost savings or improved efficiency (Lu et al, 2013;Zahid, Ali, Ahmad, Thurasamy, & Amin, 2018). Despite firms' efforts to advertise their green products, millennials remain sceptical of green product advertising due to past greenwashing attempts whereby firms attempted to appear more environmentally conscious than they truly were (Lu et al, 2013).…”