The Effect of Greenwashing, Green Word of Mouth, Green Trust and Attitude towards Green Products on Green Purchase Intention
Attitude toward Green Product and Green Purchase Intention
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- 2.7 Greenwashing and Green Trust
| 2.6 Attitude toward Green Product and Green Purchase Intention
Ajzen & Fishbein (1980) said that attitude is a person's positive or negative view of certain behaviors. Attitude is also described as a positive or negative view of an object, action, problem, or person. Consumers require an understanding of their attitudes and motives to overcome the purchase barriers they confront (Smith & Paladino, 2010). Previous research has shown that many customers have favorable attitudes regarding organic food and the purchase of these products (Pham et al., 2019). Maichum et al., (2017) also found that environmental attitudes have significant positive influences on the purchasing intention for green products. Therefore, this study proposes a hypothesis stating that: Attitude toward green products has a positive impact on attitude toward green purchase intention (H4) 2.7 Greenwashing and Green Trust Green trust can be defined as "a willingness to rely on goods or services predicated on the belief or expectation resulting from its legitimacy, kindness, and ability regarding environmental performance." (Chen, 2010). Greenwash is an impediment to designing green marketing strategies because it can stymie environmental activities by making customers suspicious of green initiatives (Chen & Chang, 2013) Furthermore, greenwash prevents consumers from recognizing the consequences of their purchase intention because they are unable to distinguish between true and misleading claims (Horiuchi & Schuchard, 2019). When consumers are confronted with greenwashing claims made by certain companies, they are less likely to enter long-term relationships (Zhang et al., 2018; Chen et al., 2013; Diryana & Kurniawan, 2015). According to Chen (2012), customers are less likely to trust a company that makes false or ambiguous green promises. Chen & Chang (2013) found that greenwash negatively affects green trust in Taiwanese consumers who have purchased experience information and electronics products in Taiwan. According to the discussion above, this study proposes a hypothesis stating that: Greenwashing has a negative impact on green trust (H5) tải về 1 Mb. Chia sẻ với bạn bè của bạn:
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