Social cynicism, greenwashing, and trust in green clothing brands-Reference-Cited by-同舟云学术

Social cynicism, greenwashing, and trust in green clothing brands

Published:2023-07-18 Issue:5 Volume:47 Page:1950-1961
ISSN:1470-6423
Container-title:International Journal of Consumer Studies
language:en
Short-container-title:Int J Consumer Studies

Author:

Policarpo Manoela Costa¹^ORCID,Apaolaza Vanessa¹,Hartmann Patrick¹,Paredes Mario R.²,D'Souza Clare³

Affiliation:

1. University of the Basque Country UPV/EHU Bilbao Spain

2. School of Management and Business Universidad del Rosario Bogotá Colombia

3. La Trobe University Melbourne Australia

Abstract

AbstractThis 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.

Funder

La Trobe University

Publisher

Wiley

Subject

Marketing,Public Health, Environmental and Occupational Health,Economics and Econometrics,Applied Psychology

Link

https://onlinelibrary.wiley.com/doi/pdf/10.1111/ijcs.12971

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