RT Article
T1 Greenwash and Green Trust: The Mediation Effects of Green Consumer Confusion and Green Perceived Risk
JF Journal of business ethics
VO 114
IS 3
SP 489
OP 500
A1 Chen, Yu-Shan
A1 Chang, Ching-Hsun
LA English
PB Springer Science + Business Media B. V
YR 2013
UL https://www.ixtheo.de/Record/1785647660
AB The paper explores the influence of greenwash on green trust and discusses the mediation roles of green consumer confusion and green perceived risk. The research object of this study focuses on Taiwanese consumers who have the purchase experience of information and electronics products in Taiwan. This research employs an empirical study by means of the structural equation modeling. The results show that greenwash is negatively related to green trust. Therefore, this study suggests that companies must reduce their greenwash behaviors to enhance their consumers’ green trust. In addition, this study finds out that green consumer confusion and green perceived risk mediate the negative relationship between greenwash and green trust. The results also demonstrate that greenwash is positively associated with green consumer confusion and green perceived risk which would negatively affect green trust. It means that greenwash does not only negatively affect green trust directly but also negatively influence it via green consumer confusion and green perceived risk indirectly. Hence, if companies would like to reduce the negative relationship between greenwash and green trust, they need to decrease their consumers’ green consumer confusion and green perceived risk.
K1 Green marketing
K1 Green perceived risk
K1 Green consumer confusion
K1 Green trust
K1 Greenwash
DO 10.1007/s10551-012-1360-0