University of Twente Student Theses

The grass is always greener on the other side – but who says green takes it all? : An exploratory study on how greenwashing affects purchase intention, word-of-mouth and brand credibility

Gelici, Nairi (2019) The grass is always greener on the other side – but who says green takes it all? : An exploratory study on how greenwashing affects purchase intention, word-of-mouth and brand credibility.

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Abstract:	This study examined how greenwashing affects purchase intention, word-of-mouth and brand credibility, mediated by agent knowledge. By conducting an experiment (N = 111,) effects of (hidden vs. obvious) greenwashing on agent knowledge (present vs. non-present), were tested using a 2x2 experimental between-subjects design. Results show that greenwashing only has an effect on purchase intention, word-of-mouth, social word-of-mouth and credibility, when the consumer is exposed to an obvious greenwashed advertisement and previously informed with agent knowledge (information about greenwashing practices). With a mean age of 22, results show that most of the young adult consumers of Gen Y and Gen Z, might not be as sustainable and ethically aware and active, as previous studies have indicated. Theoretically, this study provides insight into how consumers are being affected by greenwashing and what this means for the role of marketing and corporate communications for organizations, in a world where environmental issues take their tolls.
Item Type:	Essay (Bachelor)
Faculty:	BMS: Behavioural, Management and Social Sciences
Subject:	05 communication studies, 70 social sciences in general
Programme:	Communication Studies BSc (56615)
Link to this item:	https://purl.utwente.nl/essays/78267
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