Believe It or Not: Do Brands' Green Claims and Greenness Make a Difference? Kwon, Wi-Suk Kim, Hyejeong Englis, Basil 2018-10-19T18:24:18.000 2020-06-30T05:39:12Z 2020-06-30T05:39:12Z 2017-01-01
dc.description.abstract <p>Environment issues have been an increasing concern for consumers and marketers, resulting in the proliferation of green products and green marketing. Due to highly prevalent greenwashed claims, consumers tend to be skeptical about green initiatives of a company. Through a U.S. national survey, this study revealed that consumers' perceived credibility of a brand's green claims positively influences their perceptions of the brand's greenness, but it does not lead to increased purchase intention. Purchase intention is strongly influenced by the consumer's past purchase experience. Findings of this study also indicate that the disconnect between consumers' purchase intention and their credibility and greenness perceptions of a brand is pervasive among consumers with both high and low environmental concern and proenvironmental behavior participation. The implications of the findings for marketers and policy makers are discussed.</p>
dc.identifier archive/
dc.identifier.articleid 2075
dc.identifier.contextkey 11601904
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath itaa_proceedings/2017/posters/136
dc.source.bitstream archive/|||Fri Jan 14 19:56:41 UTC 2022
dc.subject.disciplines Fashion Business
dc.subject.disciplines Fashion Design
dc.subject.disciplines Fiber, Textile, and Weaving Arts
dc.title Believe It or Not: Do Brands' Green Claims and Greenness Make a Difference?
dc.type event
dc.type.genre event
dspace.entity.type Publication
Original bundle
Now showing 1 - 1 of 1
263.43 KB
Adobe Portable Document Format