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...
| Published in: | Journal of Retailing and Consumer Services |
|---|---|
| Main Author: | |
| 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 |