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Article

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

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Business Research Unit (BRU-IUL), Instituto Universitário de Lisboa (ISCTE-IUL), 1649-026 Lisboa, Portugal
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ISCTE Business School, Instituto Universitário de Lisboa (ISCTE-IUL), 1649-026 Lisboa, Portugal
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Author to whom correspondence should be addressed.
Academic Editor: Carlos Rodríguez Monroy
Sustainability 2021, 13(14), 7877; https://doi.org/10.3390/su13147877
Received: 2 June 2021 / Revised: 29 June 2021 / Accepted: 10 July 2021 / Published: 14 July 2021
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. View Full-Text
Keywords: greenwashing; green trust; green word-of-mouth; green purchasing intentions; green marketing greenwashing; green trust; green word-of-mouth; green purchasing intentions; green marketing
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MDPI and ACS Style

Guerreiro, J.; Pacheco, M. How Green Trust, Consumer Brand Engagement and Green Word-of-Mouth Mediate Purchasing Intentions. Sustainability 2021, 13, 7877. https://doi.org/10.3390/su13147877

AMA Style

Guerreiro J, Pacheco M. How Green Trust, Consumer Brand Engagement and Green Word-of-Mouth Mediate Purchasing Intentions. Sustainability. 2021; 13(14):7877. https://doi.org/10.3390/su13147877

Chicago/Turabian Style

Guerreiro, João, and Mariana Pacheco. 2021. "How Green Trust, Consumer Brand Engagement and Green Word-of-Mouth Mediate Purchasing Intentions" Sustainability 13, no. 14: 7877. https://doi.org/10.3390/su13147877

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