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The purpose of this paper is to analyze the perception of the influence of greenwashing and of attitudes and beliefs in the decisions of purchase of green products in the retail.

A quantitative research was carried out by means of a survey with a sample of 880 consumers living in São Paulo city, Brazil, who buy in supermarkets weekly or biweekly.

It was possible to evaluate a model that analyzed the aspects that greenwashing carries and the aspects that the attitudes and beliefs of the consumer present. As a result, it is inferred that when greenwashing is identified in the product, it loses the aspects of loyalty, satisfaction and benefits, as well as becoming a product that causes confusion of consumption. Further, consumer attitudes and beliefs show that they are guided by the aspects of perceived loyalty, satisfaction and benefits and that the perceived risk aspect is practically ignored.

The originality of this study is in evaluating consumer perception focusing on several aspects of purchase intention simultaneously, considering perception and behavior of consumer before greenwashing and green consumption and using all aspects together (satisfaction, loyalty, subjective and control forces, risk and benefits perception). Besides complementing with other determinants like consumer attitudes and beliefs, confusion of green consumption, behavior controlled in relation to green consumption and greenwashing. Thus, it contributes with an interdisciplinary study whose scale and methodology can be used by analogous studies.

This paper aims to examine the association between green innovation and the cost of equity in China. This study relies on the investors’ base perspective and shareholders’ perceived risk perspective to investigate the relation between green innovation and the cost of equity in China.

The paper uses firm-fixed effect regression for a sample of Chinese public companies for the period 2008–2018.

The authors find a negative relationship between green innovation and the cost of equity capital. This negative association is found to be more pronounced for less financially constrained firms, during periods of high economic policy uncertainty, and for firms with a strong internal control environment. Finally, the paper shows that the negative association became more pronounced after the passage of the Environmental Protection Law of China in 2012. The results remain robust to possible endogeneity concerns.

This study contributes to the green innovation literature by documenting that shareholders favorably view firms implementing green innovation policies. The study also has policy implications for Chinese regulators in improving the green credit policy.

This paper aims to examine the impact of online reviews on behavioral intentions via perceived risk. Perceived risk is both analytical and emotional. Stimulus–organism–response (S–O–R) framework guided this study to explore the interaction between online reviews, perceived risk and behavioral intentions.

The conceptual model proposed in this research has been validated using confirmatory factor analysis (CFA) and structural equation modeling to assess the measurement model and the validity of the scale, based on primary responses collected from 473 travelers.

Findings of this study suggest the role of online consumer reviews in reducing the perceived risk associated with experience dominant services like tourism. Process model test proves the mediating role of perceived risk between online reviews and behavioral intentions. Results indicate the significance of online review in lowering the perceived risk leading to positive behavioral intentions.

Destination marketing organizations (DMOs) should understand the role of online reviews in effectively reducing risk and uncertainty, thereby influencing behavioral intentions.

This paper is unique in attempting to empirically examine the mediating role of perceived risk between online reviews and behavioral intentions. The study is a forerunner in using S–O–R framework to test the interaction between online review, perceived risk and behavioral intention.

Recognising the growing importance of environmental and sustainable activities and the role of communication strategies in soliciting their financing, this work investigates the influence of message framing, green emphasis and quantitative information on the probability of green crowdfunding campaigns' success.

This analysis is based on crowdfunding campaigns published between 2015 and 2020 on the Indiegogo platform in the category “Community projects – Environment”. The study develops an in-depth qualitative content analysis of the projects before performing an empirical examination to determine funding causes.

Communication strategies (message framing, green emphasis and quantitative goals) affect funding success. However, project category moderates the impact of message framing and green emphasis on campaign success. While positive framing increases agri-food campaign success, negative framing is more effective for clean energy and climate preservation projects. Moreover, indication of a quantitative goal and a marked green emphasis in a project's presentation increase campaign success, but a too marked green emphasis is only effective for agri-food projects.

Green entrepreneurs and campaign managers must work carefully on their projects' communication, accounting for the type of product proposed, emphasising green components in its description and utilising quantitative information to present future goals. These strategies maximise backers' responses and enable entrepreneurs to obtain funding. The authors’ findings may be extended to other contexts, including the banking sector, to craft effective communication strategies for green financial products.

By applying framing theory in a new context (i.e. the online financing of green entrepreneurs), this study identifies new campaign success determinants and provides evidence for the moderating role of project category. Furthermore, the study highlights the need to develop different communication strategies for social and environmental-oriented projects.

This study aims to explore the relationships among green practices, environmental corporate social responsibility (CSR) image, customers’ trust and their behavioral intentions in a certified hotel context and examine the moderating effect of customers’ involvement in the buying process.

A survey was used to collect data from Spanish hotel customers. A structural equation model was developed to assess the research hypotheses.

Consumers’ trust on environmentally certified hotels has a direct effect on their behavioral intentions. Environmental CSR image has a direct effect on consumers’ trust on environmentally certified hotels, but it does not exert significant influence on consumers’ behavioral intentions. Additionally, the results support a positive and significant influence of consumers’ perceptions of green practices on the environmental CSR image of hotels. Finally, there is not a moderating effect of consumers’ involvement on the effects of green practices on CSR environmental image and of this variable on behavioral intentions.

To cross validate the results of this study, it is recommended that the formation of behavioral intentions in various types of environmentally certified hotel settings be investigated in future research.

Hospitality managers should design strategies to raise the perception of the green-related features of environmentally certified companies.

No prior study investigates the relationship between green practices, customers’ trust, their degree of involvement in the buying process and their behavioral intentions in relation to companies’ environmental CSR image in the hotel sector.

Este estudio explora las relaciones entre las prácticas medioambientales, la imagen de RSC medioambiental, la confianza de los consumidores y sus intenciones comportamentales en un contexto hotelero certificado examinando el efecto moderador de la involucración de los consumidores en el proceso de compra.

En la recopilación de los datos se empleó una encuesta dirigida a clientes de establecimientos hoteles en España. Así mismo, se desarrolló un modelo de ecuaciones estructurales para evaluar las hipótesis de investigación.

La confianza de los consumidores en hoteles certificados medioambientalmente tiene un efecto directo en sus intenciones comportamentales. La imagen de RSC medioambiental tiene un efecto directo en la confianza de los consumidores en dichos hoteles, a pesar de que no ejerce una influencia significativa en sus intenciones comportamentales. Además, los resultados respaldan una influencia positiva y significativa de las percepciones de los consumidores sobre las prácticas medioambientales en la imagen de RSC medioambiental de los hoteles certificados. Finalmente, no existe un efecto moderador de la involucración de los consumidores en los efectos de las prácticas medioambientales en la imagen de RSC y de esta variable en las intenciones comportamentales.

Para validar los resultados de este estudio, se recomienda investigar la formación de intenciones comportamentales en diversos tipos de entornos hoteleros certificados medioambientalmente.

Los gerentes de establecimientos hoteleros deben diseñar estrategias para aumentar la percepción por parte de los consumidores de las características medioambientales de las empresas certificadas medioambientalmente.

Ningún estudio previo analiza la relación entre las prácticas medioambientales, la confianza de los consumidores, su grado de involucración en el proceso de compra y sus intenciones comportamentales en relación con la imagen de RSC medioambiental en el sector hotelero.

This study aims to determine the antecedents that influence attitudes towards the use of environmentally friendly household appliance products and consumers' green purchase intention among consumers in Harare, Zimbabwe.

Data were collected from 329 consumers in Harare, Zimbabwe's commercial capital who were served from five using a structured questionnaire via an online web-based cross-sectional survey. Hypothesised relationships were tested through structural equation modelling with the aid of Smart PLS software.

Green product awareness, social influence, perceived benefit and attitude towards green appliances were found to have a significant positive effect on green purchase intention.

The study's findings may not be generalised to other contexts as sample data was only collected in Zimbabwe. Complementary cross-sectional research studies can be done in other parts of the world to enable cross-cultural comparisons and methodological validations.

The green appliance and energy saving practices are vastly growing, with many multinational appliance companies introducing green products within their product lines and adopting the concept of sustainability through modifications in production, design and consumption of household appliance products that encompass fewer harmful consequences on the environment in response to their concerns about the scarcity of natural resources, environmental well-being and the potential detriment of future generations.

Notwithstanding the limitations of the current study, the results have the potential to contribute to an improved understanding of influence attitudes towards the use of environmentally friendly household appliance products.

Celebrities communicating about environmental sustainability on social media have the power to inspire young adults to engage in pro-environmental behavior, such as reducing their consumption behavior or only buying local and organic food. However, at the same time, celebrities’ carbon-rich and luxurious lifestyles might generate skepticism when they preach about environmental action. Thus, this study aims to shed light on the effects of celebrity pro-environmental messages on young adults’ perceived authenticity and greenwashing and, subsequently, on young adults’ pro-environmental behavior. Moreover, this study examined the moderation effect of congruent (vs incongruent) messages in the celebrity’s social media profile depicting an environmentally friendly (vs unfriendly) lifestyle.

The authors conducted a 3 (celebrity pro-environmental messages: with concrete action claim vs without vs control group) x 2 (celebrity message-lifestyle congruence: congruent vs incongruent) between-subjects experimental study (N = 400) with young adults (16–26 years old).

Results showed a significant positive effect of celebrity pro-environmental messages with concrete green action claims on authenticity perceptions only when the social media profile depicted a congruent environmentally friendly lifestyle. Moreover, higher perceived authenticity of the celebrity by social media audiences led to a higher likelihood of young adults’ engagement in pro-environmental behavior.

To the best of the authors’ knowledge, this study is the first to consider celebrity message characteristics and young adults’ perceptions of authenticity and greenwashing when investigating the effects of celebrity pro-environmental messages on young adults’ pro-environmental behavior.

This paper aims to study the intellectual landscape of green purchase (GP) literature, visualize and analyse the temporal evolution, thematic mapping of emerging and future research themes using a systematic and quantitative literature review approach.

The study employs a bibliometric analysis and examines the bibliometric metadata consisting of 440 studies extracted from the Scopus database for the years 1990–2022 within the GP field.

The findings based on performance analysis and visualization networks reveal the productivity trend of GP by years, authors, academic relationships, international collaborations, top cited publications, most occurring keywords, existing and emerging themes and temporal theme evolution.

It provides a broader/macro view of the topic and lacks specificity and deeper analysis, which can be addressed in future bibliometric studies.

The integration of topics contributes to the development of the intellectual landscape of the GP research field and suggests thrust areas for future research. The study offers important implications for the academic community to gain a comprehensive and global understanding of green purchasing.

This research is unique as previous studies have not quantitatively compiled and extensively analysed work of these characteristics on the area under study using bibliometrics.

The study aims to investigate the consumers' behavioral intention toward green hotels. The tendency of individuals to afford green hotels is further escalating with progressing coronavirus disease-2019 (COVID-19) pandemic recurring waves. The increased worry of consumers toward health, hygiene and the climate is acquiring momentum and transforming how consumers traditionally perceive green hotels.

The study has recommended an integrated framework incorporating various research fields as attitude-behavior-context theory, theory of planned behavior (TPB) and moderating influences to study the associations among the antecedents of consumers' behavioral intention toward green hotels. The study comprised the participation of 536 respondents residing in the Delhi and National Capital Region (NCR) of India. The data analysis strategy involved the use of structural equation modeling (SEM) analysis to test the proposed research framework.

The results and findings of the study indicated a significant influence of fear and uncertainty of the COVID-19 pandemic and environmental concern on green trust. The results also revealed the considerable impact of green trust on willingness to pay premium, attitude and subjective norms, which significantly influenced behavioral intention. The analysis also revealed the moderating influence of environmental concern in the relationship of green trust and behavioral intention.

The study has recommended significant theoretical. The theorists may use this research framework to analyze better the transforming consumer behavior trends toward green hotels in the ongoing fearful and uncertain COVID-19 pandemic scenario.

The study has recommended significant managerial implications. The industry practitioners may also utilize the framework to sustain the hotel business and bring new strategic insights into practice to combat the impact of the pandemic and simultaneously win consumers' trust in green hotels.

Although the researchers have previously emphasized consumers' intention toward green practices embraced by hotels, the impact of the COVID-19 pandemic on the green hotel industry gained noticeable attention from researchers. Furthermore, there is a scarcity of literature providing insights on the behavioral dynamism of hotel customers' trust, attitude and willingness to pay for green hotels during the repetitive waves of the COVID-19 pandemic. The study will support the existing literature gap by enlightening the associations among the various antecedents of green hotels' behavioral intention, COVID-19 and environmental concern.

This study aims to examine the negative effects of excessive product packaging (EPP), greenwashing and green confusion on green brand equity (GBE). Furthermore, the moderating role of brand credibility in mitigating the negative effects of green marketing was investigated.

A within-subject experiment was conducted to evaluate excessive versus minimal product packaging to test the proposed hypotheses. Data analysis was performed with SmartPLS 3.3.3, which analyzed data from 206 consumers.

The results showed that EPP positively predicts greenwashing and green confusion. However, greenwashing has a negative impact on GBE. Brand credibility was also discovered to moderate the negative relationship between greenwashing and GBE, thereby reducing the negative effect of greenwashing.

The findings imply that marketing managers should understand the consumers’ concerns for the environment, making product and brand strategies that promote environmental protection and sustainability.

This study contributes to the green marketing literature by empirically validating the positive impacts of EPP on greenwashing and green confusion, as well as the negative influence of greenwashing on GBE. Furthermore, it reveals how brand credibility can reduce the harmful effects of greenwashing on GBE.

Examinamos los efectos negativos del embalaje excesivo de los productos, el “greenwashing” y la confusión verde sobre el valor de la marca verde. Además, se investigó el papel moderador de la credibilidad de la marca para mitigar los efectos negativos del marketing ecológico.

Se llevó a cabo un experimento intra-sujeto para evaluar el embalaje excesivo de los productos frente al mínimo envase posible, con el fin de comprobar las hipótesis propuestas. El análisis de los datos se realizó con SmartPLS 3.3.3, con una muestra de 206 consumidores.

Los resultados mostraron que el embalaje excesivo de los productos predice positivamente el greenwashing y la confusión ecológica. Sin embargo, el greenwashing tiene un impacto negativo en el valor de la marca verde. También se descubrió que la credibilidad de la marca modera la relación negativa entre el greenwashing y el valor de la marca verde, reduciendo así el efecto negativo del greenwashing.

Las conclusiones implican que los directores de marketing deben comprender las preocupaciones de los consumidores por el medio ambiente, elaborando estrategias de producto y de marca que promuevan la protección del medio ambiente y la sostenibilidad.

Este estudio contribuye a la bibliografía sobre el marketing ecológico al validar empíricamente los efectos positivos del embalaje excesivo de los productos sobre el greenwashing y la confusión ecológica, así como la influencia negativa del greenwashing sobre el valor de la marca ecológica. Además, revela cómo la credibilidad de la marca puede reducir los efectos perjudiciales del greenwashing sobre el valor de la marca verde.

我们研究了产品过度包装、洗绿和绿色混淆对绿色品牌资产的负面影响。此外, 我们还研究了品牌信誉在减轻绿色营销负面影响中的调节作用。

我们进行了一项受试者内实验, 以评估产品过度包装和最小包装, 从而检验所提出的假设。用SmartPLS 3.3.3进行数据分析, 该软件分析了206来自名消费者的数据。

结果显示, 过度的产品包装正向预测了洗绿和绿色混淆。然而, 洗绿对绿色品牌资产有负面的影响。品牌信誉也被发现可以调节洗绿和绿色品牌资产之间的负面关系, 从而减少洗绿的负面影响。

研究结果表明, 营销经理应该了解消费者对环境的关注, 制定促进环境保护和可持续发展的的产品和品牌战略。

本研究通过实证验证产品过度包装对洗绿和绿色混淆的积极影响, 以及洗绿对绿色品牌资产的负面影响, 为绿色营销文献做出了贡献。此外, 它还揭示了品牌信誉如何减少洗绿对绿色品牌资产的有害影响。

绿色营销, 洗绿, 绿色混淆, 品牌资产, 品牌信誉, 以及产品过度包装

文章类型： 研究型论文