Towards sustainable development: Coupling green marketing strategies and consumer perceptions in addressing greenwashing
نویسندگان
چکیده
Abstract To understand how consumers perceive greenwashing, this study examines the impact of green advertising receptivity (GAR), non‐deception (ND), brand image (GBI) and transparency (TR) on trust (GBT) subsequently GBT consumers' purchasing intentions (PI). We also consider mediation role between relationship independent variables (GAR, ND, GBI TR) dependent variable At same time, we examine moderating ND GAR TR relationship. Using Stimulus–Organism–Response (SOR) framework, test a number hypotheses. A survey‐based questionnaire was utilized to gather data from Vietnamese respondents ( n = 262). analysed using partial least squares (PLS) method, which is structural equation modelling (SEM) technique, with assistance SmartPLS computer program 3.0. The results show that positively influence GBT, but insignificant. Again, has positive PI, as mediator variable, it facilitates GAR, not link PI. significant interaction effect demonstrates strengthens GAR‐GBT However, no GBI–GBT findings provide insights into theory essential managerial implications for successfully managing implementation marketing strategies.
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ژورنال
عنوان ژورنال: Business Strategy and The Environment
سال: 2022
ISSN: ['0964-4733', '1099-0836']
DOI: https://doi.org/10.1002/bse.3256