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The Extended Consequence of Greenwashing: Perceived Consumer Skepticism

International Journal of Business and Information

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Field Value
 
Title The Extended Consequence of Greenwashing: Perceived Consumer Skepticism
 
Creator Mustiko Aji, Hendy
Sutikno, Bayu
 
Description In a review of more than 1,000 self-described “green” or eco-friendly products, one organization [TerraChoice, 2010] found that all but one of the products exhibited some form of greenwashing. “Greenwashing” is a type of spin in which public relations or marketing is used deceptively to promote the perception that a company and its products or services are environmentally safe or “friendly.” This study examined the construct of perceived consumer skepticism as the extended consequence of greenwashing, thus extending the study by Chang and Chen [2013], which examined the link between greenwashing and green trust, with a view to the extended and final consequences. The authors of the current study formulated 10 hypotheses, developed a structural model with six variables, and tested the relationships in the model using a purposive sampling technique that involved an online and offline survey of a sample of green consumers in Yogyakarta, Indonesia. This study found that greenwashing has a positive association with green consumer skepticism (GCC), perceived consumer skepticism (PCS), and green perceived risk (GPR). Furthermore, the study found a surprising link between GCC-PCS-GPR and green trust (GT). The study also discussed the practical implication of these findings and offers suggestions for future research.
 
Publisher International Business Academics Consortium
 
Date 2015-12-22
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://ijbi.org/ijbi/article/view/127
 
Source International Journal of Business and Information; Vol 10 No 4 (2015)
2520-0151
1728-8673
 
Language eng
 
Relation https://ijbi.org/ijbi/article/view/127/133
 
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