IDEAS home Printed from https://ideas.repec.org/a/taf/jenpmg/v67y2024i8p1655-1677.html
   My bibliography  Save this article

Consumers’ perception of green brand attributes and its outcomes: a sustainable perspective

Author

Listed:
  • Usman Javed
  • Muhammad Amir Rashid
  • Ghulam Hussain
  • Shoaib Shafique

Abstract

The resurgence of green marketing engrossed the phenomenon of greenwashing, misleading and deceiving consumers with false claims about the firms’ environmental practices. Drawing on attribution theory, this study examines the direct relationship between perceived greenwashing (PGW) and brand credibility (BC) and indirect relationship through green skepticism (GSP). The study also examines the moderating effect of environmental concern (EC) based on contingency theory in both direct and indirect relationships. Data were collected through self-administered questionnaires from consumers and 508 usable responses were analyzed. The study’s hypotheses were tested using PROCESS macro for SPSS. The results show that PGW is negatively related to BC both directly and indirectly via GSP, whereas EC moderated, directly and indirectly, the relationships between PGW and BC, suggesting that the relationship between PGW and BC is fostered when EC is high. This study helps managers to understand how overstated/deceptive green claims may lead to destructive consequences for the company.

Suggested Citation

  • Usman Javed & Muhammad Amir Rashid & Ghulam Hussain & Shoaib Shafique, 2024. "Consumers’ perception of green brand attributes and its outcomes: a sustainable perspective," Journal of Environmental Planning and Management, Taylor & Francis Journals, vol. 67(8), pages 1655-1677, July.
    • Handle: RePEc:taf:jenpmg:v:67:y:2024:i:8:p:1655-1677
    DOI: 10.1080/09640568.2023.2178882
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/09640568.2023.2178882
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/09640568.2023.2178882?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:jenpmg:v:67:y:2024:i:8:p:1655-1677. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/CJEP20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.