The Effect of Greenwashing, Green Word of Mouth, Green Trust and Attitude towards Green Products on Green Purchase Intention
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- 2.9 Green Trust and Attitude toward Green Product
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2.8 Green WOM and Green Trust Green WOM, according to Carroll (2004), can influence consumers' trust in purchasing goods and services from a reputable company. Positive word-of-mouth (WOM) from customers is an important determinant of trust and repurchase frequency (Karjaluoto, 2014; Chen, 2010). As a result of the preceding discussion on WOM, it can be assumed that WOM has a positive impact on customer trust and the development of strong customer relationships. In a lab experiment, Cheung et al., (2009) looked at how positive WOM affects the relationships between people's beliefs. They found that positive WOM strengthens the relationship between people's emotional trust and their intentions to shop, as well as the relationship between people's perceived integrity and their attitude. Therefore, based on the discussion above, this study proposes a hypothesis stating that: Green WOM has a positive impact on green trust (H6) 25512 2.9 Green Trust and Attitude toward Green Product Trust is a key factor in determining a person's commitment to a relationship (Morgan & Hunt, 1994). It encourages customers to have a positive attitude toward a store and its brands (Joji, 2011). The more people trust specific brands or products, the more likely they are to form a favorable opinion of them (Chen and Chang, 2013). According to Ricci et al. (2018), positive trust leads to a positive attitude, which leads to an increased intention to purchase organic vegetables. Joji (2011) found that trust leads to a strong positive belief in the brand and a sense of confidence in it. Therefore, this study proposes a hypothesis stating that: Green trust has a positive impact on attitude toward green products (H7) 2.10 Greenwashing and Attitude toward Green Product Schmuck et al. (2018) found that Greenwashing significantly damages consumer attitudes, and can lead to customers’ inability to recognize the effects of their buying behavior and differentiate between legitimate- and deceptive claims (Horiuchi et al., 2009). Companies have a strong interest in avoiding the act of Greenwashing because it will damage the reputation of the company, this impression lowers consumers´ brand attitudes and purchase intentions toward their brand (Szabo and Webster, 2020). On the other hand, false claims significantly enhance respondents´ perception of Greenwashing and consequently negatively affect consumer attitudes toward the respective brands. Therefore, this study proposes a hypothesis stating that: Greenwashing has a negative impact on attitude toward green products (H8) tải về 1 Mb. Chia sẻ với bạn bè của bạn:
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