Nationality and greenwashing : differences between The Netherlands and Suriname on consumer attitude

In todays marketing world, greenwashing is a well-known topic, and therefore a well-known problem. Where the marketing world has become more global, national differences on consumer attitude towards greenwashing are becoming important. The goal of this study is to find out in what way national differences between The Netherlands and Suriname influence consumer attitude towards greenwashing. The research question is: To what extent and in which way do national differences influence the attitude of consumers on CSR and greenwashing? Using a 4x2 randomized experimental design in both The Netherlands and Suriname, this study examined the difference between Dutch consumers and Surinamese consumers on the attitude towards greenwashing. Results showed no differences between The Netherlands and Suriname on consumer attitude towards greenwashing. Although no differences in consumer attitude between The Netherlands and Suriname occurred, this study added significant value to the existing research field. Greenwashing did not pay for a company, but it did not backfire.