Will Greenwashing Result in Brand Avoidance? A Moderated Mediation Model
Abstract
:1. Introduction
2. Theories and Hypotheses
2.1. Greenwashing and Brand Avoidance
2.2. The Mediating Effect of Brand Hypocrisy
2.3. The Moderating Effect of CSR–CA Belief
3. Methods
3.1. Participants and Procedure
3.2. Measures
4. Results
4.1. Measurement Validation
4.2. Descriptive Analysis
4.3. Hypotheses Testing
5. Discussion
5.1. Theoretical Contributions
5.2. Practical Implications
5.3. Limitations and Future Directions
6. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
References
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Models | χ2 | df | χ2/df | CFI | RMSEA | SRMR |
---|---|---|---|---|---|---|
Five-factor model: GW, CB, BH, BA, BF | 543.503 | 265 | 2.051 | 0.936 | 0.058 | 0.0745 |
Four-factor model: GW + BH, CB, BA, BF | 905.328 | 269 | 3.366 | 0.853 | 0.087 | 0.0943 |
Three-factor model: GW + BH + BA, CB, BF | 1169.534 | 272 | 4.300 | 0.792 | 0.102 | 0.0967 |
Two-factor model: GW + CB + BH + BA, BF | 2216.359 | 274 | 8.089 | 0.551 | 0.150 | 0.1598 |
One-factor model: GW + CB + BH + BA + BF | 2485.017 | 275 | 9.036 | 0.489 | 0.159 | 0.1655 |
Items | SRW | CR | AVE |
---|---|---|---|
Greenwashing
| 0.796 0.752 0.752 0.822 0.683 | 0.8737 | 0.5814 |
CSR–CA belief
| 0.728 0.763 0.671 0.764 0.738 0.837 0.528 0.695 | 0.8949 | 0.5191 |
Brand hypocrisy
| 0.823 0.802 0.828 | 0.8582 | 0.6687 |
Brand avoidance
| 0.752 0.729 0.716 0.845 0.752 0.868 | 0.9021 | 0.6071 |
Brand familiarity
| 0.793 0.722 0.819 | 0.8221 | 0.6070 |
Variables | Mean | S.D. | GE | AG | ED | HI | BI | BN | BF | GW | CB | BH | BA |
GE | 0.56 | 0.497 | |||||||||||
AG | 2.42 | 0.970 | −0.018 | ||||||||||
ED | 1.99 | 0.879 | 0.009 | 0.107 | |||||||||
HI | 2.36 | 0.912 | −0.031 | 0.257 ** | −0.006 | ||||||||
BI | 0.48 | 0.500 | 0.224 ** | −0.017 | −0.015 | −0.021 | |||||||
BN | 0.56 | 0.497 | −0.038 | −0.137 * | 0.052 | −0.019 | −0.171 ** | ||||||
BF | 4.61 | 1.475 | −0.088 | 0.086 | −0.011 | −0.044 | −0.158 ** | 0.011 | (0.779) | ||||
GW | 3.73 | 1.315 | −0.034 | −0.048 | 0.027 | 0.033 | 0.077 | 0.010 | −0.289 ** | (0.762) | |||
CB | 3.93 | 1.299 | −0.118 * | −0.100 | −0.127 * | 0.083 | 0.024 | 0.018 | −0.157 ** | 0.114 * | (0.720) | ||
BH | 3.58 | 1.482 | 0.001 | −0.223 ** | 0.023 | −0.064 | 0.142 ** | 0.099 | −0.320 ** | 0.450 ** | 0.157 ** | (0.818) | |
BA | 3.43 | 1.382 | 0.039 | −0.035 | −0.022 | 0.078 | 0.244 ** | −0.053 | −0.340 ** | 0.490 ** | 0.165 ** | 0.649 ** | (0.779) |
Variables | Brand Avoidance | Brand Hypocrisy | |||
---|---|---|---|---|---|
Model 1 | Model 2 | Model 3 | Model 4 | Model 5 | |
Control variables | |||||
GE | −0.0023 [−0.976, 0.929] | 0.0117 [−0.0683, 0.0916] | 0.0307 [−0.0496, 0.1111] | −0.0261 [−0.1232, 0.0710] | −0.0003 [−0.0979, 0.0973] |
AG | −0.0112 [−0.1091, 0.866] | 0.0789 [−0.0046, 0.1624] | 0.0902 * [0.0071, 0.1733] | −0.1680 ** [−0.2678, −0.0683] | −0.1481 ** [−0.2477, −0.0486] |
ED | −0.0293 [−0.1266, 0.0640] | −0.0433 [−0.1216, 0.0350] | −0.0308 [−0.1091, 0.0474] | 0.0261 [−0.0690, 0.1212] | 0.0425 [−0.0524, 0.1374] |
HI | 0.0616 [−0.0344, 0.1577] | 0.0825 * [0.0018, 0.01631] | 0.0672 [−0.0134, 0.1478] | −0.0388 [−0.1367, 0.0591] | −0.0577 [−0.1553, 0.0399] |
BI | 0.1795 *** [0.0821, 0.2769] | 0.1250 ** [0.0428, 0.2072] | 0.1114 ** [0.0295, 0.1933] | 0.1016 * [0.0023, 0.2008] | 0.0823 [−0.0166, 0.1813] |
BN | −0.0237 [−0.1187, 0.0713] | −0.0711 [−0.1512, 0.0090] | −0.0700 [−0.1492, 0.0092] | 0.0883 [−0.0086, 0.1851] | 0.0868 [−0.0089, 0.1826] |
BF | −0.1873 *** [−0.2856, −0.0891] | −0.0883* [−0.1724, −0.0041 | −0.0755 [−0.1595, 0.0084] | −0.1846 *** [−0.2848, −0.0845] | −0.1618 ** [−0.2621, −0.0615] |
Independent variable | |||||
GW | 0.4203 *** [0.3233, 0.5172] | 0.2164 *** [0.1278, 0.3049] | 0.2306 *** [0.1422, 0.3189] | 0.3800 *** [0.2812, 0.4788] | 0.3848 *** [0.2867, 0.4830] |
Mediating variable | |||||
BH | 0.5365 *** [0.4443, 0.6288] | 0.5134 *** [0.4207, 0.6060] | |||
Moderating variable | |||||
CB | 0.0445 [−0.0357, 0.1246] | 0.0742 [−0.0228, 0.1712] | |||
Interaction | |||||
GW * CB | −0.1057 ** [−0.1817, −0.0296] | −0.1229 ** [−0.2143, −0.0316] | |||
F-score (df1, df2) | 18.1548(8,308) *** | 37.5052(9, 307) *** | 32.1108(11, 305) *** | 16.0311(8, 308) *** | 14.0414(10, 306) *** |
R2 | 0.3204 | 0.5237 | 0.5366 | 0.2940 | 0.3145 |
Mediating Variable | First Stage | Second Stage | Direct Effect | Indirect (Mediating) Effect |
---|---|---|---|---|
Brand hypocrisy | 0.3800 [0.2812, 0.4788] | 0.5365 [0.4443, 0.6288] | 0.2164 [0.1278, 0.3049] | 0.2039 [0.1443, 0.2739] |
Moderating Variable | First Stage | Second Stage | Direct Effect | Indirect (Mediating) Effect |
---|---|---|---|---|
Mean − S.D. | 0.5078 [0.3690, 0.6465] | 0.5134 [0.4207, 0.6060] | 0.3362 [0.2126, 0.4598] | 0.2607 [0.1849, 0.3443] |
Mean | 0.3848 [0.2867, 0.4830] | 0.5134 [0.4207, 0.6060] | 0.2306 [0.1422, 0.3189] | 0.1976 [0.1373, 0.2638] |
Mean + S.D. | 0.2619 [0.1327, 0.3911] | 0.5134 [0.4207, 0.6060] | 0.1249 [0.0157, 0.2340] | 0.1345 [0.0594, 0.2151] |
Difference | −0.1229 [−0.2143, −0.0316] | —— | −0.1057 [−0.1817, −0.0296] | −0.0631 [−0.1119, −0.0178] |
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Xiao, Z.; Wang, Y.; Guo, D. Will Greenwashing Result in Brand Avoidance? A Moderated Mediation Model. Sustainability 2022, 14, 7204. https://doi.org/10.3390/su14127204
Xiao Z, Wang Y, Guo D. Will Greenwashing Result in Brand Avoidance? A Moderated Mediation Model. Sustainability. 2022; 14(12):7204. https://doi.org/10.3390/su14127204
Chicago/Turabian StyleXiao, Zengrui, Ying Wang, and Dongjie Guo. 2022. "Will Greenwashing Result in Brand Avoidance? A Moderated Mediation Model" Sustainability 14, no. 12: 7204. https://doi.org/10.3390/su14127204