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The Mediating Effect of Awareness of Greenwashing on the Relation Between Quality Marks & Purchase Intention

Bordewijk, S.C. (2019) The Mediating Effect of Awareness of Greenwashing on the Relation Between Quality Marks & Purchase Intention.

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Abstract:Purpose – This paper aims to research how the use of quality marks influences consumer purchase intention. Furthermore, it aims to research the influence that awareness of greenwashing has on purchase intention of products with and without quality marks. Methodology – An online questionnaire was conducted in which respondents were asked to answer ten questions on a 5-point Likert scale, ranging from strongly disagree to strongly agree. For the first five questions respondents were shown a packaging of coffee, of which four had a quality mark and one had none. After respondents rated their purchase intention by answering four statements, they were introduced to the concept of greenwashing. Again, respondents were asked to rate the five types of packaging. Results – Results show that the use of quality marks on products positively influences purchase intention. Making consumers aware of greenwashing seems to have some effect on their purchase intention, as products with non-authentic quality marks have a negative correlation. Value – This paper combined previous literature of Chi, Yeh & Yang (2009) with that of Song (2017) and Singh & Sharma (2013) to try and prove that there is a relation between quality marks, its perceived value and purchase intention. Furthermore, this paper combined this literature with that of greenwashing to see if greenwashing has a mediating effect on the relation between quality marks and purchase intention.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Keywords:Quality marks, Perceived quality, Purchase intention, Greenwashing, Awareness, Authentic quality marks, Non-authentic quality marks
Link to this item:http://purl.utwente.nl/essays/78626
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