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The Role of Skepticism and Transparency in Shaping Green Brand Authenticity and Green Brand Evangelism

Author

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  • Juan Li

    (School of Management, Wuhan Polytechnic University, Wuhan 430048, China)

  • Xixiang Sun

    (School of Management, Wuhan University of Technology, Wuhan 430070, China)

  • Canwei Hu

    (School of Management, Wuhan Polytechnic University, Wuhan 430048, China)

Abstract

Green brand evangelism builds an important psychological and behavioral basis on promoting the positive interaction between green brands and consumers, as well as on realizing the co-creation of green brand value. This study selects brand authenticity issues as the entry point and investigates brand authenticity on green brand evangelism. In particular, this study tests the effects of green transparency and green skepticism on brand authenticity, as well as the role of self-brand connection and the need for cognition on the relationship between brand authenticity and green brand evangelism. With a sample of 641 Chinese respondents of green building materials, the dimension and scale of green brand evangelism were acquired by utilizing the grounded theory, and the hypothesized relationships were tested by employing structural equation modeling. The findings suggest that green transparency and green skepticism yield an influence on brand authenticity, and brand authenticity exerts a great influence on green brand authenticity. Moreover, brand authenticity positively affects self-brand connection, which in turn positively influences green brand authenticity, and the relationship between brand authenticity and green brand evangelism is regulated by the need for cognition.

Suggested Citation

  • Juan Li & Xixiang Sun & Canwei Hu, 2022. "The Role of Skepticism and Transparency in Shaping Green Brand Authenticity and Green Brand Evangelism," Sustainability, MDPI, vol. 14(23), pages 1-22, December.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:23:p:16191-:d:993198
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    References listed on IDEAS

    as
    1. Thi Thu Huong Nguyen & Zhi Yang & Ninh Nguyen & Lester W. Johnson & Tuan Khanh Cao, 2019. "Greenwash and Green Purchase Intention: The Mediating Role of Green Skepticism," Sustainability, MDPI, vol. 11(9), pages 1-16, May.
    2. Rathore, Himanshu & Jakhar, Suresh Kumar & Kumar, Satish & Kumar, Madhumitha Ezhil, 2022. "Pay-what-you-want versus pick-your price: The interplay between participative pricing strategies and consumer's need for cognition," Journal of Business Research, Elsevier, vol. 141(C), pages 73-84.
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    Cited by:

    1. Hua Pan & Huimin Zhu & Minmin Teng, 2023. "Low-Carbon Transformation Strategy for Blockchain-Based Power Supply Chain," Sustainability, MDPI, vol. 15(16), pages 1-22, August.
    2. Zhanna Mingaleva & Natalia Vukovic, 2023. "Brand Management and Innovation Management in the Age of Sustainable Development," Sustainability, MDPI, vol. 15(12), pages 1-6, June.

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