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The Impact of Green Brand Crises on Green Brand Trust: An Empirical Study

Author

Listed:
  • Gen Li

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

  • Xixiang Sun

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

Abstract

In recent years, brand crises and greenwashing events have become common for Chinese consumers. However, compared to ordinary brands, it is more challenging for green brands to rebuild trust relationships with consumers after a green brand crisis due to their unique energy-saving and environmental protection attributes. The impact mechanism of green brand crises on consumer trust is complicated. To evaluate the different effects of different types of crises, this study used a sample of more than 1000 questionnaires to allow a regressive analysis, robustness test, endogenous test, mechanism test, and heterogeneity analysis. The study’s results show that product functional and value-related crises harm green brand trust, and both brand perceived value and perceived risk play an intermediary role in the mechanism. Brand familiarity plays an essential role in the relationship between the green brand crisis and green brand trust.

Suggested Citation

  • Gen Li & Xixiang Sun, 2022. "The Impact of Green Brand Crises on Green Brand Trust: An Empirical Study," Sustainability, MDPI, vol. 14(2), pages 1-19, January.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:2:p:611-:d:719102
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    References listed on IDEAS

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    1. Bozic, Branko & Siebert, Sabina & Martin, Graeme, 2019. "A strategic action fields perspective on organizational trust repair," European Management Journal, Elsevier, vol. 37(1), pages 58-66.
    2. Kim, Peter H. & Cooper, Cecily D. & Dirks, Kurt T. & Ferrin, Donald L., 2013. "Repairing trust with individuals vs. groups," Organizational Behavior and Human Decision Processes, Elsevier, vol. 120(1), pages 1-14.
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    Cited by:

    1. 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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