Social cynicism, greenwashing, and trust in green clothing brands

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Ikusi/Ireki
Data
2023-09
Egilea
Costa Policarpo, Manoela
Apaolaza Ibáñez, Vanesa ORCID
Hartmann, Patrick
Paredes, Mario R.
D'Souza, Clare
Metadata
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International Journal of Consumer Studies 47(5) : 1950-1961 (2023)
URI
http://hdl.handle.net/10810/68129
Laburpena
This research develops a theoretical model of the effect of social cynicism as a personality trait on trust in green clothing brands. We conducted an online survey of a representative Australian sample to test the hypothesized relationships. Our findings confirmed that social cynicism affected green brand trust negatively and that this effect can be explained by an increase in perceived greenwashing. Conspicuous consumption moderates this indirect influence. This mediated influence decreased when conspicuous consumption was more salient. Findings provide important practical insights for brand managers intending to avoid a decrease in brand trust regarding garments marketed with sustainability claims.
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© 2023 The Authors. International Journal of Consumer Studies published by John Wiley & Sons Ltd. This is an open access article under the terms of the Creative Commons Attribution-NonCommercial-NoDerivs License, which permits use and distribution in any medium, provided the original work is properly cited, the use is non-commercial and no modifications or adaptations are made.
Bestelakorik adierazi ezean, itemaren baimena horrela deskribatzen da:© 2023 The Authors. International Journal of Consumer Studies published by John Wiley & Sons Ltd. This is an open access article under the terms of the Creative Commons Attribution-NonCommercial-NoDerivs License, which permits use and distribution in any medium, provided the original work is properly cited, the use is non-commercial and no modifications or adaptations are made.