Riva, F. orcid.org/0000-0002-1922-5942, Magrizos, S., Rizomyliotis, I. et al. (1 more author) (2024) Beyond the hype: Deciphering brand trust amid sustainability skepticism. Business Strategy and the Environment, 33 (7). pp. 6491-6506. ISSN 0964-4733
Abstract
Positioning a brand as environment-friendly does not guarantee that customers will blindly accept it. While previous research has explored consumer responses to various green marketing claims, the search for the process under which consumers form positive or negative associations remains inconclusive. Based on the theoretical lens of signaling, this study examines the process of green brand trust where consumers form green brand associations after receiving the appropriate signal from the firms. In so doing we answer calls for more research on green brand trust and extend previous understanding by arguing for and confirming the mediating role of green brand associations. We further hypothesize that resultant mediation will be stronger for individuals with low green skepticism. Findings from 270 consumers indicate that green brand association mediates the relationship between green brand positioning and green brand trust. Further, green skepticism may weaken green brand association's effect on green brand trust. While firms tend to take extra effort to make their green offering trustworthy, they need to strengthen their signaling efforts that facilitate associating with a green brand to trust that brand.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2024 The Author(s). Business Strategy and The Environment published by ERP Environment and John Wiley & Sons Ltd. This is an open access article under the terms of the Creative Commons Attribution-NonCommercial-NoDerivs License, which permits use and distribution in any medium, provided the original work is properly cited, the use is non-commercial and no modifications or adaptations are made. |
Keywords: | green brand association; green brand positioning; green brand trust; sustainable consumption |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) |
Depositing User: | Symplectic Publications |
Date Deposited: | 04 Jun 2024 15:09 |
Last Modified: | 17 Feb 2025 15:51 |
Status: | Published |
Publisher: | Wiley |
Identification Number: | 10.1002/bse.3829 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:213074 |
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Licence: CC-BY-NC-ND 4.0