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...
| Published in: | JOURNAL OF RETAILING AND CONSUMER SERVICES |
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| Main Authors: | , , , , |
| Format: | Article |
| Language: | English |
| Published: |
ELSEVIER SCI LTD
2024
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| Subjects: | |
| Online Access: | https://www-webofscience-com.uitm.idm.oclc.org/wos/woscc/full-record/WOS:001197451300001 |