Going green? How skepticism and information transparency influence consumers' brand evaluations for familiar and unfamiliar brands
Journal of Fashion Marketing and Management
ISSN: 1361-2026
Article publication date: 19 June 2020
Issue publication date: 19 February 2021
Abstract
Purpose
To help brands persuasively communicate their environmentally responsible initiatives, this study aims to involve two experiments, examining the impact of brand schema, information transparency and skepticism toward climate change for brands both familiar and unfamiliar to US consumers.
Design/methodology/approach
Two online experiments were designed recruiting a total of 510 participants. The design incorporates both message and treatment variance to increase internal and external validity of the study. Data collected were analyzed using PROCESS, a regression-based conditional path analysis technique.
Findings
The results indicated that for both familiar and unfamiliar brands, increased congruity of consumers' schemas to information presented in brands' pro-environmental messages led consumers to evaluate the messages as more persuasive, have more positive opinions about brands' environmentally responsible initiatives as well as behavioral intentions toward the brand. Also, presence of high information transparency on environmental responsibility-related messages influenced consumers' schemas positively, and in turn, their evaluations were more favorable. However, consumers’ climate change skepticism seemed to influence unfamiliar, not familiar brands.
Originality/value
The study provides both theoretical and managerial implications. The findings are important for established apparel brands that suffer from negative reputations, but are willing to revitalize their images, and for new ventures who want to establish their image as environmentally responsible.
Keywords
Acknowledgements
Funding for this study was provided through the University Research Council, Kent State University.
Citation
Bhaduri, G. and Copeland, L. (2021), "Going green? How skepticism and information transparency influence consumers' brand evaluations for familiar and unfamiliar brands", Journal of Fashion Marketing and Management, Vol. 25 No. 1, pp. 80-98. https://doi.org/10.1108/JFMM-08-2019-0175
Publisher
:Emerald Publishing Limited
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