Unraveling the Green Veil: Investigating the Affective Responses of U.S. Generation Z to Fast Fashion Greenwashing Through C-A-B Theory †
Abstract
:1. Introduction
2. Literature Review and Hypotheses Development
2.1. Fast Fashion Brand, Greenwashing, and US Gen Z Consumers
2.2. The Cognition–Affect–Behavior Theory
2.3. Hypotheses Development
2.3.1. Greenwashing and Green Skepticism
2.3.2. Greenwashing and Perceived Betrayal
2.3.3. Greenwashing and Green Perceived Risk
2.3.4. Greenwashing and Green Trust
2.3.5. Greenwashing and Perceived Benefit
3. Research Methods
3.1. Participants and Study Procedure
3.2. Measurement
4. Results
4.1. Direct Path Effect
4.2. Indirect Path Effect
5. Discussion
5.1. Theoretical Implications
5.2. Managerial Implications
6. Conclusions, Limitations, and Future Research
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Sample Characteristics | Category | Frequency | Percentage |
---|---|---|---|
Gender | Female | 71 | 20.60% |
Male | 274 | 79.40% | |
Age | 18–20 | 19 | 5.50% |
21–23 | 231 | 67.0% | |
24–26 | 95 | 27.5% | |
Ethnicity | Hispanic/Latino | 2 | 0.50% |
Native American/American Indian | 4 | 1.20% | |
White | 339 | 98.30% | |
Education | Graduate or above | 184 | 53.30% |
Undergraduate or Junior college | 153 | 44.30% | |
High School or Technical secondary school | 2 | 0.60% | |
Middle School or below | 6 | 1.70% | |
Annual personal income | Below 20,000 USD | 12 | 3.50% |
20,001 USD–30,000 USD | 116 | 33.60% | |
30,001 USD–40,000 USD | 75 | 21.70% | |
More than 40,000 USD | 142 | 41.20% | |
Frequency to buy fast fashion clothing | Once or twice a week (or more) | 114 | 33.00% |
Once or twice a month | 169 | 49.00% | |
Once or twice half a year | 46 | 13.30% | |
Once or twice a year | 16 | 4.60% |
Constructs | Items | Factor Loading | α | Mean | SD | AVE | CR |
---|---|---|---|---|---|---|---|
Greenwashing (GW) | This product misleads with words in its environmental features. (GW1) | 0.837 | 0.89 | 4.29 | 1.22 | 0.63 | 0.89 |
This product misleads with visuals or graphics in its environmental features. (GW 2) | 0.781 | ||||||
This product possesses a green claim that is vague or seemingly un-provable. (GW3) | 0.782 | ||||||
This product overstates or exaggerates how its green functionality actually is. (GW4) | 0.787 | ||||||
This product leaves out or masks important information, making the green claim sound better than it is. (GW 5) | 0.767 | ||||||
Green Perceived Risk (GPR) | There is a chance that there will be something wrong with the environmental performance of this product. (GPR1) | 0.829 | 0.88 | 4.35 | 1.26 | 0.65 | 0.88 |
There is a chance that this product will not work properly with respect to its environmental design. (GPR 2) | 0.790 | ||||||
There is a chance that using this product will negatively affect the environment. (GPR 3) | 0.757 | ||||||
Using this product would damage your green reputation or image. (GPR 4) | 0.842 | ||||||
Perceived benefit (FPR) | Green clothing products are always more reliable. (FPR1) | 0.810 | 0.91 | 4.59 | 1.12 | 0.63 | 0.91 |
Green clothing products always have a better quality. (FPR2) | 0.796 | ||||||
Green clothing products are cheaper. (FPR3) | 0.740 | ||||||
Green clothing products are more durable. (FPR4) | 0.804 | ||||||
Green clothing products are healthier. (FPR5) | 0.783 | ||||||
Green clothing products always provide a better quality of life. (FPR6) | 0.835 | ||||||
Green Purchase Intention (GPI) | Because brand Solo is concerned about the environment, I tend to buy products from this fast fashion brand. (GPI 1) | 0.800 | 0.90 | 4.58 | 1.22 | 0.69 | 0.90 |
Because of the performance of Solo regarding the environment, there is a great possibility that I might buy products from this fast fashion brand. (GPI 2) | 0.811 | ||||||
I am happy to buy products from Solo because it is environmentally friendly. (GPI 3) | 0.850 | ||||||
I would also recommend others to buy products from Solo. (GPI 4) | 0.862 | ||||||
Perceived Betrayal (PB) | I was lied to by the company. (PB1) | 0.841 | 0.90 | 4.30 | 1.36 | 0.68 | 0.90 |
I felt seriously betrayed. (PB2) | 0.825 | ||||||
The company has practiced deception on me. (PB3) | 0.806 | ||||||
I believe that the company is taking advantage of me. (PB4) | 0.833 | ||||||
Green Skepticism (GS) | Most environmental and safe claims made on green package labels or in advertising are true. (GS1) | 0.797 | 0.84 | 4.40 | 1.16 | 0.56 | 0.84 |
Because environmental and safe claims are exaggerated, consumers would be better if such claims on green package labels or in advertising were eliminated. (GS2) | 0.764 | ||||||
Most environmental and safe claims on green package labels or in advertising are intended to mislead rather than to inform consumers. (GS3) | 0.716 | ||||||
I do not believe in most of the environmental and safe claims made on the green package labels or in advertising. (GS4) | 0.711 | ||||||
Green Trust (GT) | The environmental commitments of this brand are, I believe, reasonably reliable (GT1) | 0.817 | 0.90 | 4.53 | 1.19 | 0.66 | 0.91 |
In my view, the environmental performance of this brand is usually dependable. (GT2) | 0.809 | ||||||
I assume that the environmental argument of this brand is typically trustworthy. (GT3) | 0.772 | ||||||
This environmental concern of the brand fulfills your expectations. (GT4) | 0.798 | ||||||
This brand fulfills environmental protection promises and obligations (GT5). | 0.850 |
1 | 2 | 3 | 4 | 5 | 6 | 7 | |
---|---|---|---|---|---|---|---|
1. Greenwashing | 1 | 0.61 | 0.72 | 0.71 | 0.68 | 0.61 | 0.64 |
2. Perceived benefit | 1 | 0.62 | 0.78 | 0.83 | 0.84 | 0.67 | |
3. Perceived betrayal | 1 | 0.76 | 0.63 | 0.70 | 0.79 | ||
4. Green skepticism | 1 | 0.76 | 0.82 | 0.76 | |||
5. Green trust | 1 | 0.86 | 0.66 | ||||
6. Green purchase intention | 1 | 0.68 | |||||
7. Green perceived risk | 1 |
Relationship | Unstandardized Co-Efficient | S.E. | Est./S.E. | Hypothesis Results |
---|---|---|---|---|
The influence of Greenwashing on | ||||
Green skepticism | 0.844 *** | 0.060 | 14.076 | H1: Accepted |
Perceived betrayal | 1.011 *** | 0.067 | 15.034 | H3: Accepted |
Green perceived risk | 0.981 *** | 0.063 | 15.568 | H5: Accepted |
Green trust | 0.807 *** | 0.059 | 13.650 | H7: Rejected |
Perceived benefit | 0.737 *** | 0.055 | 13.305 | H9: Rejected |
Green purchase intention is impacted by | ||||
Green skepticism | 0.403 *** | 0.116 | 3.484 | H2: Rejected |
Perceived betrayal | 0.135 * | 0.057 | 2.356 | H4: Rejected |
Green perceived risk | −0.289 ** | 0.085 | −3.414 | H6: Accepted |
Green trust | 0.451 *** | 0.063 | 7.137 | H8: Accepted |
Perceived benefit | 0.373 *** | 0.068 | 5.445 | H10: Accepted |
Indirect Path | Unstandardized Co-Efficient | 95% BootCI | Results | |
---|---|---|---|---|
LLCI | ULCI | |||
The association between Greenwashing and Green purchase intention is mediated by | ||||
Green skepticism | 0.340 | 0.066 | 0.721 | Significant |
Perceived betrayal | 0.136 | 0.020 | 0.299 | Significant |
Green perceived risk | −0.283 | −0.611 | −0.092 | Significant |
Green trust | 0.364 | 0.201 | 0.573 | Significant |
Perceived benefit | 0.275 | 0.125 | 0.448 | Significant |
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Haque, M.N.; Lang, C. Unraveling the Green Veil: Investigating the Affective Responses of U.S. Generation Z to Fast Fashion Greenwashing Through C-A-B Theory. Sustainability 2025, 17, 4973. https://doi.org/10.3390/su17114973
Haque MN, Lang C. Unraveling the Green Veil: Investigating the Affective Responses of U.S. Generation Z to Fast Fashion Greenwashing Through C-A-B Theory. Sustainability. 2025; 17(11):4973. https://doi.org/10.3390/su17114973
Chicago/Turabian StyleHaque, Md Nazmul, and Chunmin Lang. 2025. "Unraveling the Green Veil: Investigating the Affective Responses of U.S. Generation Z to Fast Fashion Greenwashing Through C-A-B Theory" Sustainability 17, no. 11: 4973. https://doi.org/10.3390/su17114973
APA StyleHaque, M. N., & Lang, C. (2025). Unraveling the Green Veil: Investigating the Affective Responses of U.S. Generation Z to Fast Fashion Greenwashing Through C-A-B Theory. Sustainability, 17(11), 4973. https://doi.org/10.3390/su17114973