Towards sustainable development: Coupling green marketing strategies and consumer perceptions in addressing greenwashing

Abstract

To understand how consumers perceive greenwashing, this study examines the impact of green advertising receptivity (GAR), non-deception (ND), green brand image (GBI) and transparency (TR) on green brand trust (GBT) and subsequently the impact of GBT on consumers' purchasing intentions (PI). We also consider the mediation role of GBT between the relationship of the independent variables (GAR, ND, GBI and TR) and the dependent variable (PI). At the same time, we examine the moderating impact of ND on the GAR and GBT and of TR on the GBI and GBT relationship. Using the Stimulus-Organism-Response (SOR) framework, we test a number of hypotheses. A surveybased questionnaire was utilized to gather the data from Vietnamese respondents (n = 262). We analysed the data using the partial least squares (PLS) method, which is a structural equation modelling (SEM) technique, with the assistance of the SmartPLS computer program 3.0. The data results show that GAR and GBI positively influence GBT, but the influence of ND and TR on GBT is insignificant. Again, the data show that GBT has a positive influence on PI, and as a mediator variable, it facilitates GAR, GBI and PI, but not the link between ND, TR and PI. A significant interaction effect of ND demonstrates that it strengthens the GAR-GBT relationship. However, the TR has no impact on the GBI-GBT relationship. The findings of this study provide insights into the theory and the essential managerial implications for successfully managing the implementation of green marketing strategies.green advertising, green brand image, green brand trust, greenwashing, purchase intention | INTRODUCTION AND BACKGROUNDIn recent years, in response to growing environmental challenges, companies have been required to show their good image and promise more environmental benefits than they currently offer to environmentally conscious consumers (Sun et al., 2020). However, while most companies have started aligning their business models with sustainability, some are unable to fulfil these promises and 'greenwashing' is

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“…Therefore, H2 is accepted because of the positive direction of the results. The present findings are consistent with previous related studies whereby academic scholars and practitioners claimed an important role in CSR in terms of consumers trust (Avis et al, 2022; Azmat & Ha, 2013; Darvishmotevali & Altinay, 2022; Indriastuti & Chariri, 2021; Rahman & Nguyen‐Viet, 2022; Swaen & Chumpitaz, 2008). Third, it was proposed in hypothesis three (H3) that there is a positive mediating correlation of CK between CSR and GPB.…”

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“…Transparency is the “ability to identify and trace the history, distribution, location, and application of products, parts, and materials, to ensure the reliability of sustainability claims, in the areas of human rights, labor (including health and safety), the environment, and anti‐corruption” (United Nations, 2014). Consumer access to information is therefore crucial to the green transition of markets (Rahman & Nguyen‐Viet, 2022). Transparency of information shared with NGOs, state authorities, or unions provide control systems that safeguard consumer interests in local and global markets (Gupta, 2008).…”

“…sustainability claims, in the areas of human rights, labor (including health and safety), the environment, and anti-corruption" (United Nations, 2014). Consumer access to information is therefore crucial to the green transition of markets (Rahman & Nguyen-Viet, 2022).…”

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