Sustainable trick or tactic? The influence of greenwashing on green reputation, green satisfaction and green perceived value

Authors: Yu-Shan Chen; Yi-Hsiung Lin; Wei-Yuan Lo; Pi-Yu Lai

Journal: Corporate Management Review. Jun. 2022, 42(1): 117-149

Keywords: Greenwashing, green reputation, green satisfaction, green perceived value, sustainable marketing.

Abstract:
This research investigates the impact of greenwashing on green reputation, green satisfaction, and green perceived value and further explores the mediation effects of green satisfaction and green perceived value. The hypotheses are tested through structural equation modeling from a sample of 480 valid questionnaires with respondents having purchasing experience of green products in Taiwan. The results demonstrate that firms’ greenwashing negatively relates to consumers’ green satisfaction and green perceived value. This paper also presents that both green satisfaction and green perceived value positively relate to green reputation and fully mediate the greenwashing and green reputation nexus. When companies target to raise their green reputation, they should avoid greenwashing behaviors and increase their green satisfaction and green perceived value.