Is It Effective for Companies to Pretend to Care for the Environment? Research on the Impact of Corporate Environmental Claims on Word-of-mouth Recommendation

In the era of Internet business, online word-of-mouth recommendation has become a key factor affecting consumers’ decision-making. Enterprises increase willingness to recommend their brands by word mouth in various ways. This paper mainly studies influence corporate environmental claims on intention recommendation, and explores roles different advertising appeals such process. Independent sample T-test, regression analysis, cross-test analysis were assumed study differences response mediating effect green trust influencing consumers. The results showed that: consumers are more willing brand when facing substantive than associative claims, this process, serves as mediator between consumers’word-of-mouth intention; value appeal can encourage fear appeal.