The Influence of Green Marketing on Brand Trust: The Mediation Role of Brand Image and the Moderation Effect of Greenwash

Abstract

For the purpose of understanding the effect of green marketing on brand image, this paper has added mediation variable namely brand image into the research model; meanwhile, in order to better discuss about this issue in the context of green marketing, the paper considers that greenwash is an indispensable element in adjusting green marketing’s effect on the brand. The paper has used the method of a questionnaire survey to distribute questionnaires on online social platforms. A total of 500 questionnaires have been distributed, and 415 valid questionnaires have been collected with an effective collection rate of 83%. In this paper, SPSS 24 and AMOS 23 are applied to verify its theoretical model and structural model. The result manifests that the design of the questionnaire is well reliable and highly effective; meanwhile, variables are significantly correlated. Besides, it concludes that the relationship between green marketing and brand trust differentiate in the following two dimensions: spontaneity and compulsion. Moreover, brand image plays an obviously intermediary role between green marketing and brand trust, which also proves that greenwash works as a significantly negative regulatory role.

The Moderating Effect of Brand Trust during COVID -19 Pandemic in the relationship between CSR practices and Brand Loyalty of Egyptian Commercial Banks

“…BT can increase client loyalty and favour positive word-of-mouth (PWOM), and this in turn builds up BL. These assertions are in line with the results of prior studies which emphasised the key role of BT in building BL (e.g., Munaier et al, 2022;Tan et al, 2022;Li et al, 2022;Haudi et al, 2022;Wu & Liu, 2022;Adha & Utami, 2021;Khadim et al, 2018).…”

“…Bhattacharya, 2006;Tao & Ji, 2020;Hafez, 2015;Lagasio et al, 2021;Dawood, 2019). In addition, other studies revealed that BT has a positive effect on BL (e.g., Wu & Liu, 2022;Haudi et al, 2022;Tan et al, 2022;Benson, 2022;Adha & Utami, 2021;Zehir et al, 2011). Accordingly, when customers trust in a certain brand especially in situation of uncertainty like the COVIID-19 pandemic, they will be more loyal for that brand.…”

“…BL is thus a manifestation of a 'psychological' recognition of brand value, whereby the customer believes and accepts the connotation of the brand image. As customers gain confidence in the brand, their sensitivity to prices relatively decreases; a key attribute of consumer brand loyalty (Wu & Liu, 2022).…”

Buy green only: Interplay between green marketing, corporate social responsibility and green purchase intention; the mediating role of green brand image

“…In this era, consumer's knowledge of pollution control, strict governance, and demand for green buying is increasing substantially (Poltarykhin et al, 2018; Wu & Liu, 2022). Now consumers are more sensitive about the social and ethical considerations of businesses towards society and expect the whole business operations to be in favor of society and the environment.…”

The Effect of Corporate Greenwashing on Employees’ Environmental Performance: Person–Organization Values Fit Perspective

“…Greenwashing refers to the poor performance of an organization that deliberately disguise the facts that the company is polluting the environment to build a good environmental image [6]. Ample empirical evidence shows that greenwashing behavior has a persistent negative impact on organizations and their customers [7][8][9][10][11][12][13]. In order to better understand how greenwashing can have negative consequences for companies, research on the consequences of greenwashing is gradually increasing.…”