Greenwash and green brand equity: The mediating role of green brand image, green satisfaction, and green trust, and the moderating role of green concern.

ABSTRACT: This study explores whether and, if so, how efficiently consumers' greenwashing (GW) influences green brand equity (GBE) by integrating the mediation role of green brand image (GBI), green satisfaction (GSA), and green trust (GTR) and the moderating role of green concern (GC), using the legitimacy and signaling theories. A quantitative study was conducted by means of a questionnaire-based survey using a cluster random sampling technique with a sample of 436 consumers who purchased electronic products in supermarkets in Vietnam. A partial least squares structural equation modelling (PLS-SEM) approach was used to analyze data. Our findings show that GW is not significantly associated with GBE, possibly due to the halo effect. The findings also show that GW is adversely related to GBI, GSA, a

SUBMITTER: Ha MT 

PROVIDER: S-EPMC9648735 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature