Two interventions for mitigating the harms of greenwashing on consumer perceptions

Dutta-Powell, Ravi; Rhee, Joshua J.; Wodak, Saul

doi:10.1002/bse.3520

Cited by 4 publications

(1 citation statement)

References 56 publications

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“…They identified that the probability of classifying a product as bio or non-bio was higher when these product cues fitted the expected status of the product. Dutta-Powell et al (2023) also looked at how literacy or prebunking interventions, could enable customers to identify common greenwashing strategies. Some of these strategies could be popularized among consumers, through advocacy and pressure groups, to minimize consumers falling prey to greenwashing strategies.…”

Section: Theoretical Implications and Discussionmentioning

confidence: 99%

Generation Z's green purchase behavior: Do green consumer knowledge, consumer social responsibility, green advertising, and green consumer trust matter for sustainable development?

Borah,

Dogbe,

Marwa

2024

Bus Strat Env

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Generation Z (Gen‐Z), representing a demographic cohort of persons born from 1995 to 2010, has demonstrated their concerns for environmental protection. On September 20, 2019, for example, millions of Gen‐Zs from over 150 different countries across the globe embarked on a protest to pressure decision‐makers and governments to help save the planet. Such campaigns have caused firms to rethink how they operate by adopting green operations in their production and distribution of products. The footwear industry is not left out. The problem this research sought to address is the assessment of the effect of green consumer knowledge on green purchase behavior among Gen‐Z consumers towards footwear while assessing the roles of consumer social responsibility, green advertising, and green consumer trust. The study was quantitative in nature and used an online questionnaire to survey 559 Chinese Gen‐Z consumers. Findings revealed that although green consumer knowledge had a direct effect on green purchase behavior, this effect was partially mediated by consumer social responsibility. The effect of consumer social responsibility on green purchase behavior was positively moderated by green advertising, and the moderating effect of green advertising was further strengthened by green consumer trust. Finally, the mediating effect of consumer social responsibility was conditional on the moderating effects of green advertising and green consumer trust. It was concluded that green consumer knowledge is an essential ingredient in enhancing Gen‐Z consumers' green purchase behavior towards footwear, as such, advocacy and pressure groups must increasingly conscientize consumers.

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Section: Theoretical Implications and Discussionmentioning

confidence: 99%

Generation Z's green purchase behavior: Do green consumer knowledge, consumer social responsibility, green advertising, and green consumer trust matter for sustainable development?

Borah,

Dogbe,

Marwa

2024

Bus Strat Env

View full text Add to dashboard Cite

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Harnessing green purchase intention of generation Z consumers through green marketing strategies

Aldaihani,

Islam,

Saatchi

et al. 2024

Bus Strat Dev

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Drawing on value‐belief‐norm theory and the theory of planned behavior, this study examines the gap between the application of green marketing strategies and their effectiveness in harnessing green purchase intentions through green attitudes and the use of generative artificial intelligence (AI) by Generation Z consumers. This study explores a mediated moderating model using partial least squares structural equation modeling with data collected from 357 randomly selected Generation Z consumers. The results reveal that among three green marketing strategies—green advertising, green labeling, and green packaging—only green packaging has a direct and positive influence on purchase intention, while the others do not. Moreover, green attitude has been found to be a positive and significant mediator in the relationship between green marketing strategies and purchase intention. This suggests that green marketing strategies cannot directly spark green purchase intentions; instead, the effectiveness of these depends on intervening variables like green attitude. Furthermore, the study also shows that the use of generative AI by young consumers enhances the positive role of green attitude toward purchase intention. Based on the findings, implications for theory and practice are provided, followed by arguments on research limitations and directions for future studies.

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Unveiling the influence of corporate greenwashing on employees' pro‐environmental behavior: A cross‐cultural study from China, United Kingdom, Republic of Korea, and Japan

Tao,

Chao

2024

Corp Soc Responsibility Env

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Corporate greenwashing and pro‐environmental behavior of employees have attracted a significant amount of research attention in journals related to corporate governance, green and sustainable development. However, limited research has currently investigated the relationship between the two, especially in today's globalized business environment. To fill this research gap, this study conducts a cross‐cultural validation of connection between the two, covering four countries: China, United Kingdom, Republic of Korea, and Japan. The study uses structural equation model and fsQCA methods for empirical analysis. The empirical results reveal that in China, United Kingdom, Republic of Korea, and Japan: (1) corporate greenwashing suppresses employees' pro‐environmental behavior; (2) corporate greenwashing leads to employees developing perceptions of corporate hypocrisy, negative pro‐environmental attitudes, and organizational cynicism; (3) corporate hypocrisy perception, negative pro‐environmental attitude, and organizational cynicism lead to employees displaying negative pro‐environmental behaviors; (4) corporate hypocrisy perception, negative pro‐environmental attitude, and organizational cynicism significantly mediate the influence of corporate greenwashing on employees' pro‐environmental behavior; (5) the mediating effects of these three variables do not significantly differ across the four countries; (6) the analysis results from the fsQCA method show that in China, there are 6 configurations leading to employees displaying significant (strong) negative pro‐environmental behaviors, while in the United Kingdom there are 5, and in the Republic of Korea and Japan there are 3 and 5, respectively. This cross‐cultural study offers insights for corporate management, aiding in understanding and mitigating the effects of greenwashing on employee pro‐environmental behavior. It also bolsters the creation of efficacious corporate environmental practices policies and serves as a resource for future cross‐cultural environmental preservation and corporate governance research.

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Two interventions for mitigating the harms of greenwashing on consumer perceptions

Cited by 4 publications

References 56 publications

Generation Z's green purchase behavior: Do green consumer knowledge, consumer social responsibility, green advertising, and green consumer trust matter for sustainable development?

Generation Z's green purchase behavior: Do green consumer knowledge, consumer social responsibility, green advertising, and green consumer trust matter for sustainable development?

Harnessing green purchase intention of generation Z consumers through green marketing strategies

Unveiling the influence of corporate greenwashing on employees' pro‐environmental behavior: A cross‐cultural study from China, United Kingdom, Republic of Korea, and Japan

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