Abstract
Although socially responsible business communication (SRBC) can affect consumers' perceptions of corporate ethics and influence their purchasing and consumption decisions, it can also be perceived as greenwashing. Based on signaling theory, we propose that membership in alternative food networks (AFNs) moderates how the perception of SRBC impacts brand trust. Using a cross-sectional experimental design, and Likert-type scales with structural equation modeling, we find that individuals belonging to AFNs develop a higher brand trust in the face of SRBC signaling. This research contributes to a better understanding of consumer transformation towards a more sustainable consumption.
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