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How Green Trust, Consumer Brand Engagement and Green Word-of-Mouth Mediate Purchasing Intentions

Author

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  • João Guerreiro

    (Business Research Unit (BRU-IUL), Instituto Universitário de Lisboa (ISCTE-IUL), 1649-026 Lisboa, Portugal)

  • Mariana Pacheco

    (ISCTE Business School, Instituto Universitário de Lisboa (ISCTE-IUL), 1649-026 Lisboa, Portugal)

Abstract

An increasing interest in environmental problems around the world has significantly expanded the demand for green goods, transforming green marketing into an effective tool for businesses to achieve competitive advantage. Yet, as more firms become aware of this strategic advantage, greenwashing activities can also flourish, and customers grow more cautious about green efforts by firms. The present research examines how greenwashing expectations of customers affect their green buying decisions by studying how green trust, consumer brand engagement and green word-of-mouth mediate this relationship. A total of 302 subjects participated in a survey to study greenwashing effects using a high involvement green ad and a low involvement green ad. Results were analyzed using a PLS-SEM approach. The findings show that the greenwashing expectations of customers have no direct effect on green purchase decisions, but that green trust and green word-of-mouth mediate this relationship. Likewise, greenwashing perception significantly affects customer brand engagement indirectly through green trust and there is a full mediation between greenwashing perception and green purchasing intention through green trust, customer brand engagement and green word of mouth. Therefore, the study shows that having a low perception of greenwashing is not enough to increase purchases. For that to occur, companies need to ensure that WOM communicates such efforts and that consumers trust these green initiatives.

Suggested Citation

  • João Guerreiro & Mariana Pacheco, 2021. "How Green Trust, Consumer Brand Engagement and Green Word-of-Mouth Mediate Purchasing Intentions," Sustainability, MDPI, vol. 13(14), pages 1-13, July.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:14:p:7877-:d:594209
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    2. Kara, Karahan & Yalçın, Galip Cihan & Akagün Ergin, Elif & Simic, Vladimir & Pamucar, Dragan, 2024. "A neutrosophic WENSLO-ARLON model for measuring sustainable brand equity performance," Socio-Economic Planning Sciences, Elsevier, vol. 94(C).
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    4. Huan-Ming Chuang & Chien-I Chen, 2023. "The Role of Two-Way Influences on Sustaining Green Brand Engagement and Loyalty in Social Media," Sustainability, MDPI, vol. 15(2), pages 1-16, January.
    5. Maryam Zidehsaraei & Reza Esmaeilpour & Mohsen Akbari, 2024. "The effects of similarity of values, religious values, and empathy on bank commitment to CSR and customers’ internal and behavioral responses: evidence from Guilan Province in Iran," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(1), pages 154-170, March.
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    7. Ginder, Whitney & Byun, Sang-Eun, 2022. "To trust or not to trust? The interplay between labor-related CSR claim type and prior CSR reputation of apparel retailers," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
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    9. Gum-Kwang Bae & Sang-Mook Lee & Bui-Kim Luan, 2023. "The Impact of ESG on Brand Trust and Word of Mouth in Food and Beverage Companies: Focusing on Jeju Island Tourists," Sustainability, MDPI, vol. 15(3), pages 1-14, January.
    10. Rendani Mavis Matakanye & Huibrecht Margaretha van der Poll & Binganidzo Muchara, 2021. "Do Companies in Different Industries Respond Differently to Stakeholders’ Pressures When Prioritising Environmental, Social and Governance Sustainability Performance?," Sustainability, MDPI, vol. 13(21), pages 1-22, October.
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