Abstract
Green brands have made considerable strides in recent years; however, their validity has been questioned due to green brand fraud. However, the influence of green brand authenticity on consumer online behavior is still lacking in the e-commerce boom era. This article presents a theoretical framework based on trust and self-determination theory to investigate the influence of green brand authenticity on electronic word-of-mouth (eWOM). The conclusions are drawn from an empirical examination of 292 valid responses. Green brand authenticity influences eWOM intent, which is mediated through brand trust. Self-concept consistency has a moderating effect on the relationship between green brand authenticity and brand trust. The findings paved the way for future green brand development, notably in terms of publicity and promotion. This article also describes its theoretical and management significance, limitations, and future research directions.
Highlights
Environmental issues are growing in importance as global warming continues to worsen, the main hindrance to global progress
CONCLUSION, IMPLICATIONS, LIMITATIONS, AND FUTURE PROSPECTS. This empirical research examines the impact of green brand authenticity on electronic word-of-mouth (eWOM) intention from the consumer’s perspective
A quantitative methodology was used, and the conceptual model revealed that green brand authenticity was substantially connected with brand trust and self-concept consistency, indicating that it affected consumers’ eWOM intention
Summary
Environmental issues are growing in importance as global warming continues to worsen, the main hindrance to global progress. According to the World Bank data, economic losses across the globe caused by various environmental pollutions reached 2.8% of gross national income in 2018 (UNEP, 2011), leading to a growing call for a green economy as an ideal way for advancing the economy. Based on direct losses recorded by international businesses, we estimate that the entire loss of consumption, including spillovers across all regions and industries, is approximately $3.8 trillion, or 4.2 percent of global gross domestic product (Lenzen et al, 2020). The green brand has made headway in recent years, and it clearly has a competitive advantage over non-green brands, as it supports sustainable development in a healthier, safer, and more sustainable way (Cinelli and LeBoeuf, 2020). The development of a green brand is not smooth sailing, as evidenced by the lack of ability for consumers to distinguish which brand is “green.” The chances are that
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