Greenwashing Study and Consumers’ Behavioral Intentions

Eduardo Roque Mangini, Lucimaura Martins Amaral, Marco Antonio Conejero, Cristiane Sales Pires

Resumo


The concern with the environment can change the consumer’s view, who seeks eco-friendly products. On the other hand, greenwashing is an act of disguising a weak environmental activity by companies. The aim of this paper is to analyze Greenwashing as a predictor variable of Consumer Perceived Confusion and Trust and how these two constructs influence Behavioral Intention. The research method is quantitative, with a cross-section, non-probabilistic and accessibility sample. The statistical analysis used Structural Equation Modeling. The analyzed product announces that has green marketing approach, but it is considered a deceptive action to deceive the consumer. The proposed hypotheses were statistically supported and as contributions this paper approached the existing relations between greenwashing and purchase intention, showing the importance of the Consumer Perceived Confusion and Trust constructs applied in the conceptual model. The study proved that consumer when perceiving Greenwashing tends not to trust in the product and in the brand. The biggest challenges for companies are taking actions that can represent a concern for the environment since consumers pay more attention to these factors and are less likely to accept the practice of greenwashing.


Palavras-chave


Green Marketing; Greenwashing; Behavioral Consequences

Texto completo:

PDF

Referências


Akturan, U. (2018). How does greenwashing affect green branding equity and purchase intention? An empirical research. Marketing Intelligence and Planning, 36(7), 809–824.

Ali, F., Rasoolimanesh, S. M., Sarstedt, M., Ringle, C. M., & Ryu, K. (2018). An assessment of the use of partial least squares structural equation modeling ( PLS-SEM ) in hospitality research. International Journal of Contemporary Hospitality Management, 30(1), 514–538.

Bailey, A. A., Mishra, A., & Tiamiyu, M. F. (2014). Green advertising receptivity: An initial scale development process. Journal of Marketing Communications, 22(3), 327–345.

Berrone, P., Fosfuri, A., & Gelabert, L. (2015). Does Greenwashing Pay Off? Understanding the Relationship Between Environmental Actions and Environmental Legitimacy. Journal of Business Ethics, 144(2), 363–379.

Braga Junior, S., Martínez, M. P., Correa, C. M., Moura-Leite, R. C., & Da Silva, D. (2019). Greenwashing effect, attitudes, and beliefs in green consumption. RAUSP Management Journal, 54(2), 226–241.

Brønn, P. S. (2011). Marketing and Corporate Social Responsibility. In The Handbook of communication and corporate social responsibility (p. 601).

Chan, H. K., He, H., & Wang, W. Y. C. (2012). Green marketing and its impact on supply chain management in industrial markets. Industrial Marketing Management, 41(4), 557–562.

Chen, Y. S., & Chang, C. H. (2013). Greenwash and Green Trust: The Mediation Effects of Green Consumer Confusion and Green Perceived Risk. Journal of Business Ethics, 114(3), 489–500.

Chen, Y. S., Huang, A. F., Wang, T. Y., & Chen, Y. R. (2018). Greenwash and green purchase behaviour: the mediation of green brand image and green brand loyalty. Total Quality Management and Business Excellence, 31(1–2), 194–209.

Cohen, J. (1988). Statistical power analysis for the behavioral sciences. Lawrence Earlbaum Associates.

Colquitt, J. A., Scott, B. A., & LePine, J. A. (2007). Trust, Trustworthiness, and Trust Propensity: A Meta-Analytic Test of Their Unique Relationships With Risk Taking and Job Performance. Journal of Applied Psychology, 92(4), 909–927.

CONAR. (2011). Código Brasileiro de Autorregulamentação Publicitária. http://www.conar.org.br/codigo/codigo.php

Cooper, D R.; Schindler, P. S. (2016). Métodos de Pesquisa em Administração (12 th). AMGH Editora Ltda.

Correa, C. M., Machado, J. G. de C. F., & Braga Junior, S. S. (2018). A Relação do Greenwashing com a Reputação da Marca e a Desconfiança do Consumidor. Revista Brasileira de Marketing, 17(04), 590–602.

Dangelico, R. M., & Vocalelli, D. (2017). “Green Marketing”: An analysis of definitions, strategy steps, and tools through a systematic review of the literature. Journal of Cleaner Production, 165, 1263–1279.

Dean, T. J., & Pacheco, D. F. (2014). Green marketing: A strategic balancing act for creating value. Journal of Business Strategy, 35(5), 14–22.

DeVellis, R. F. (2003). Scale Development, Theory and Applications. Sage Publications, Inc.

Dias, R. (2011). Gestão ambiental: responsabilidade social e sustentabilidade (2nd ed.). Editora Atlas S.A.

Edmonds, W. A; Kennedy, T. D. (2017). An Applied Guide to Research Designs: Quantitative, Qualitative, and Mixed Methods (2nd ed.). Sage Publications, Inc.

Fornell, C., & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra Structural Equation Models With. Journal of Marketing Research, 18(3), 382–388.

Fraccascia, L., Giannoccaro, I., & Albino, V. (2018). Green product development: What does the country product space imply? Journal of Cleaner Production, 170, 1076–1088.

Ghoshal, M. (2011). Green marketing- A changing concept in changing time. Management Edge, 4(1), 82–92.

Goh, S. K., & Balaji, M. S. (2016). Linking green skepticism to green purchase behavior. Journal of Cleaner Production, 131, 629–638.

Groening, C., Sarkis, J., & Zhu, Q. (2018). Green marketing consumer-level theory review: A compendium of applied theories and further research directions. Journal of Cleaner Production, 172, 1848–1866.

Grove, S. J., & Kangun, N. (1993). A content analysis of environmental advertising claims: A matrix method approach les carlson. Journal of Advertising, 22(3), 27–39.

Hair, J F.; Babin, B ; Money, A H.; Samouel, P. (2005). Fundamentos de Métodos de Pesquisa em Administração. Bookman.

Hair, J F.; Black, W C; Babin, B J.; Anderson, R E.; Tatham, R. L. (2009). Análise Multivariada de Dados (6th ed.). Bookman.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (2nd ed.). Sage Publications, Inc.

Hair, J. F., Sarstedt, M., Ringle, C. M., & Gudergan, S. P. (2018). Advanced Issues in Partial Least Squares Structural Equation Modeling. Sage Publications, Inc.

Hasan, Z., & Ali, N. A. (2015). The Impact of Green Marketing Strategy on the Firm’s Performance in Malaysia. Procedia - Social and Behavioral Sciences, 172, 463–470.

Henseler, J., Hubona, G., & Ray, P. A. (2016). Using PLS path modeling in new technology research: Updated guidelines. Industrial Management and Data Systems, 116(1), 2–20.

Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135.

Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In R. R. Sinkovics & P. N. Ghauri (Eds.), New Challenges to International Marketing (Vol. 20, pp. 277–319). Emerald Group Publishing Limited.

Kurpierz, J. R., & Smith, K. (2020). The greenwashing triangle: adapting tools from fraud to improve CSR reporting. Sustainability Accounting, Management and Policy Journal.

Leonidou, C. N., & Skarmeas, D. (2015). Gray Shades of Green: Causes and Consequences of Green Skepticism. Journal of Business Ethics, 144(2), 401–415.

Li, Y., Ye, F., Sheu, C., & Yang, Q. (2018). Linking green market orientation and performance: Antecedents and processes. Journal of Cleaner Production, 192, 924–931.

Lima, E. B. de, Costa, C. S. R., & Félix, G. R. (2019). Emoções Culpa e Orgulho e Sua Influência na Intenção de Compra de Produtos Verdes. Consumer Behavior Review, 3(2), 70–84.

Lopes, V. N., & Pacagnan, M. N. (2014). Marketing verde e práticas socioambientais nas indústrias do Paraná. Revista de Administração, 49(1), 116–128.

Lu, L., Bock, D., & Joseph, M. (2013). Green marketing: What the Millennials buy. Journal of Business Strategy, 34(6), 3–10.

Malhotra, N. K. (2019). Pesquisa de Marketing. Bookman.

Martínez, P. (2015). Customer loyalty: Exploring its antecedents from a green marketing perspective. International Journal of Contemporary Hospitality Management, 27(5), 896–917.

Matzler, K., Stieger, D., & Füller, J. (2011). Consumer Confusion in Internet-Based Mass Customization: Testing a Network of Antecedents and Consequences. Journal of Consumer Policy, 34(2), 231–247.

McAllister, D. J. (1995). Affect- and Cognition-Based Trust As Foundations for Interpersonal Cooperation in Organizations. Academy of Management Journal, 38(1), 24–59.

Mitchell, V. W., & Papavassiliou, V. (1999). Marketing causes and implications of consumer confusion. Journal of Product & Brand Management, 8(4), 319–342.

Mitchell, V. W., Walsh, G., & Yamin, M. (2005). Towards a Conceptual Model of Consumer Confusion. Advances in Consumer Research, 32(1), 143–150.

Montague, J., & Mukherjee, A. (2010). Marketing Green Products: What Really Matters? Proceedings of the Northeast Business & Economics Association, 433–441.

Moorman, C., Zaltman, G., & Deshpande, R. (2011). Relationships between Providers and Users of Market Research : The Dynamics of Trust within and between Organizations. Journal of Marketing, 29(3), 314–328.

Nascimento, T. M. (2019). Examinando o Domínio do Comportamento Pró-Ambiental na Promoção do Bem-Estar Individual e Coletivo. Consumer Behavior Review, 3(1), 27–41.

Nitzl, C., Roldan, J. L., & Cepeda, G. (2016). Mediation analysis in partial least squares path modelling: Helping researchers discuss more sophisticated models. Industrial Management and Data Systems, 116(9), 1849–1864.

Paço, A. M. F., Raposo, M. L. B., & Filho, W. L. (2009). Identifying the green consumer: A segmentation study. Journal of Targeting, Measurement and Analysis for Marketing, 17(1), 17–25.

Paço, A. M. F., Shiel, C., & Alves, H. (2019). A new model for testing green consumer behaviour. Journal of Cleaner Production, 207, 998–1006.

Papadas, K. K., Avlonitis, G. J., & Carrigan, M. (2017). Green marketing orientation: Conceptualization, scale development and validation. Journal of Business Research, 80(May), 236–246.

Papadopoulos, I., Karagouni, G., Trigkas, M., & Platogianni, E. (2010). Green marketing the case of greece in certified and sustainably managed timber products. EuroMed Journal of Business, 5(2), 166–190.

Parguel, B., Benoît-Moreau, F., & Larceneux, F. (2011). How Sustainability Ratings Might Deter “Greenwashing”: A Closer Look at Ethical Corporate Communication. Journal of Business Ethics, 102(1), 15–28.

Parguel, B., Benoit-Moreau, F., & Russell, C. A. (2015). Can evoking nature in advertising mislead consumers? The power of ‘executional greenwashing.’ International Journal of Advertising, 34(1), 107–134.

Peattie, K. (2001). Towards Sustainability: The Third Age of Green Marketing. The Marketing Review, 2(2), 129–146.

Pereira, G. R., Veiga, A. R., Oliveira Júnior, J. C., & Oliveira, H. C. (2017). Marketing Verde: Fatores da Geração Z sobre Questões Ambientais. Consumer Behavior Review, 1(2), 58–72.

Polonsky, M. J. (1994). An Introduction To Green Marketing. Electronic Green Journal, 1(2), 1–11.

Polonsky, M. J. (2011). Transformative green marketing: Impediments and opportunities. Journal of Business Research, 64(12), 1311–1319.

Rahman, I., Park, J., & Chi, C. G. (2015). Consequences of “greenwashing.” International Journal of Contemporary Hospitality Management, 27(6), 1054–1081.

Ringle, C. M., Silva, D., & Bido, D. S. (2014). Structural Equation Modeling with the Smartpls. Revista Brasileira de Marketing, 13(02), 56–73.

Romero, P. (2008). Beware of green marketing, warns Greenpeace exec. Https://News.Abs-Cbn.Com/Special-Report/09/16/08/Beware-Green-Marketing-Warns-Greenpeace-Exec.

Rousseau, D. M., Sitkin, S. B., Burt, R. S., & Camerer, C. (1998). Not so different after all: A cross-discipline view of trust. Academy of Management Review, 23(3), 393–404.

Simão, L., & Lisboa, A. (2017). Green Marketing and Green Brand – The Toyota Case. Procedia Manufacturing, 12(December 2016), 183–194.

Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer Trust, Value, and Loyalty in Relational Exchanges. Journal of Marketing, 66(1), 15–37.

Smith, K. T., & Brower, T. R. (2012). Longitudinal study of green marketing strategies that influence Millennials. Journal of Strategic Marketing, 20(6), 535–551.

Terres, M. da S., Santos, C. P. dos, & Basso, K. (2015). Antecedents of the client’s trust in low- versus high-consequence decisions. Journal of Services Marketing, 29(1), 26–37.

Turnbull, P. W., Leek, S., & Ying, G. (2000). Customer Confusion: The Mobile Phone Market. Journal of Marketing Management, 16(1–3), 143–163.

Wang, D., Walker, T., & Barabanov, S. (2020). A psychological approach to regaining consumer trust after greenwashing: the case of Chinese green consumers. Journal of Consumer Marketing, 18.

Wang, H., Ma, B., & Bai, R. (2019). The spillover effect of greenwashing behaviours: an experimental approach. Marketing Intelligence and Planning, 91746210.

Yadav, R., & Pathak, G. S. (2017). Determinants of Consumers’ Green Purchase Behavior in a Developing Nation: Applying and Extending the Theory of Planned Behavior. Ecological Economics, 134, 114–122.

Young, L. (2006). Trust: Looking forward and back. Journal of Business and Industrial Marketing, 21(7), 439–445.

Zhang, L., Li, D., Cao, C., & Huang, S. (2018). The influence of greenwashing perception on green purchasing intentions: The mediating role of green word-of-mouth and moderating role of green concern. Journal of Cleaner Production, 187, 740–750.

Zhao, X., Lynch, J. G., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis. Journal of Consumer Research, 37(2), 197–206.

Zhu, Q., & Sarkis, J. (2006). An inter-sectoral comparison of green supply chain management in China: Drivers and practices. Journal of Cleaner Production, 14(5), 472–486.

Zinkhan, G. M., & Carlson, L. (1995). Green Advertising and the Reluctant Consumer The Greening of Corporate America. Journal of Advertising, 24(2), 1–6.


Apontamentos

  • Não há apontamentos.


Direitos autorais 2020 CBR - Consumer Behavior Review

Licença Creative Commons
Esta obra está licenciada sob uma licença Creative Commons Atribuição 4.0 Internacional.

  

  RePEc Ideas

Flag Counter

Consumer Behavior Review - eISSN: 2526-7884

Creative Commons License
Esta obra está licenciada com uma Licença Creative Commons Attribution-NonCommercial 4.0 International License