In the clash between consumer green values and company green values, who will win? The role of greenwashing and involvement in environmental campaigns on social media

Abstract

While studies have focused on exploring the implications of greenwashing, specifically its impact on customer behavior, scant research has considered the origins and precursors of perceived greenwashing, especially from the perspective of customers' environmental values. This study examined links between customers' environmental beliefs, awareness of sustainable development goals (SDGs), personal responsibility, and perceived greenwashing. The study also examined the moderating role of involvement in environmental campaigns on social media on the link between perceived greenwashing and company outcomes (i.e. perceived company green value and brand attachment). Data were gathered from customers of battery products in China. Path analyses and group analyses were conducted to test hypotheses. The main findings showed that customers’ green values enhanced perceptions of greenwashing, which further reduced perceived company green value and brand attachment. The negative link between perceived greenwashing and company outcomes was stronger among customers who reported involvement in environmental campaigns on social media.