The Extended Consequence of Greenwashing: Perceived Consumer Skepticism

Hendy Mustiko Aji ； Bayu Sutikno

《International Journal of Business and Information》 10卷4期 (2015/12) Pp. 433-468

https://doi.org/10.6702/ijbi.2015.10.4.2

並列摘要

In a review of more than 1,000 self-described ＂green＂ or eco-friendly products, one organization [TerraChoice, 2010] found that all but one of the products exhibited some form of greenwashing. ＂Greenwashing＂ is a type of spin in which public relations or marketing is used deceptively to promote the perception that a company and its products or services are environmentally safe or ＂friendly＂. This study examined the construct of perceived consumer skepticism as the extended consequence of greenwashing, thus extending the study by Chang and Chen [2013], which examined the link between greenwashing and green trust, with a view to the extended and final consequences. The authors of the current study formulated 10 hypotheses, developed a structural model with six variables, and tested the relationships in the model using a purposive sampling technique that involved an online and offline survey of a sample of green consumers in Yogyakarta, Indonesia. This study found that greenwashing has a positive association with green consumer skepticism (GCC), perceived consumer skepticism (PCS), and green perceived risk (GPR). Furthermore, the study found a surprising link between GCC-PCS-GPR and green trust (GT). The study also discussed the practical implication of these findings and offers suggestions for future research.

並列關鍵字

Green marketing ； greenwashing ； perceived consumer skepticism

參考文獻

Ajzen, I.(1991).The theory of planned behavior.Organizational Behavior and Human Decision Process.50,179-211.

Albayrak, T.,Caber, M.,Moutinho, L.,Herstein, R.(2011).The influence of skepticism on green purchase behavior.International Journal of Business and Social Science.2(13),189-197.

Alves, I.M.(2009).Green spin everywhere: How greenwashing reveals the limit of the CSR paradigm.Journal of Global Change and Governance.2(1),1-26.

Anuar, M.M.,Omar, K.,Mohammad, O.(2013).Does skepticism influence consumers' intention to purchase cause-related products?.International Journal of Business and Social Science.4(5),94-98.

Assael, H.(2004).Consumer Behavior: A Strategic Approach.New York:Charles Hartford.