Social cynicism, greenwashing, and trust in green clothing brands

被引：11

作者：

Policarpo, Manoela Costa ^{[1
]}

Apaolaza, Vanessa ^{[1
,4
]}

Hartmann, Patrick ^{[1
]}

Paredes, Mario R. ^{[2
]}

D'Souza, Clare ^{[3
]}

机构：

[1] Univ Basque Country UPV EHU, Bilbao, Spain

[2] Univ Rosario, Sch Management & Business, Bogota, Colombia

[3] Trobe Univ, Melbourne, Australia

[4] Univ Basque Country UPV EHU, Avda Lehendakari Aguirre 83, Bilbao 48015, Spain

来源：

INTERNATIONAL JOURNAL OF CONSUMER STUDIES | 2023年 / 47卷 / 05期

关键词：

brand trust; conspicuous consumption; greenwashing; social cynicism; sustainable fashion; SUSTAINABLE FASHION CONSUMPTION; WORD-OF-MOUTH; CONSPICUOUS CONSUMPTION; ENVIRONMENTAL PERFORMANCE; PURCHASE INTENTIONS; CONSUMER-BEHAVIOR; MODERATING ROLE; MEDIATING ROLE; SELF-CONCEPT; BELIEFS;

D O I：

10.1111/ijcs.12971

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This 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.

引用

页码：1950 / 1961

页数：12

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