When going green goes wrong: The effects of greenwashing on brand avoidance and negative word-of-mouth

When going green goes wrong: The effects of greenwashing on brand avoidance and negative word-of-mouth

This study analyzes the impact of greenwashing on brand avoidance and Negative Word-of-Mouth (NWOM) using a scenario-based survey conducted in malls/supermarkets. Leveraging the Stimulus-Organism-Response model, the study demonstrates how greenwashing leads to brand hate and hypocrite, influencing c...

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Bibliographic Details
Published in:Journal of Retailing and Consumer Services
Main Author: Sajid M.; Zakkariya K.A.; Suki N.M.; Islam J.U.
Format: Article
Language:English
Published: Elsevier Ltd 2024
Online Access:https://www.scopus.com/inward/record.uri?eid=2-s2.0-85186096656&doi=10.1016%2fj.jretconser.2024.103773&partnerID=40&md5=9f4b054e61df6939e5c3ef4cebe785fd

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https://www.scopus.com/inward/record.uri?eid=2-s2.0-85186096656&doi=10.1016%2fj.jretconser.2024.103773&partnerID=40&md5=9f4b054e61df6939e5c3ef4cebe785fd

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