Social cynicism, greenwashing, and trust in green clothing brands
This research develops a theoretical model of the effect of social cynicism as a per-sonality trait on trust in green clothing brands. We conducted an online survey of arepresentative Australian sample to test the hypothesized relationships. Our findingsconfirmed that social cynicism affected green...
- Autores:
- Tipo de recurso:
- Fecha de publicación:
- 2023
- Institución:
- Universidad del Rosario
- Repositorio:
- Repositorio EdocUR - U. Rosario
- Idioma:
- eng
- OAI Identifier:
- oai:repository.urosario.edu.co:10336/42166
- Acceso en línea:
- https://repository.urosario.edu.co/handle/10336/42166
- Palabra clave:
- Brand trust
Conspicuous consumption
Greenwashing
Social cynicism
Sustainable fashion
- Rights
- License
- Attribution-NonCommercial-ShareAlike 4.0 International
| Summary: | This research develops a theoretical model of the effect of social cynicism as a per-sonality trait on trust in green clothing brands. We conducted an online survey of arepresentative Australian sample to test the hypothesized relationships. Our findingsconfirmed that social cynicism affected green brand trust negatively and that thiseffect can be explained by an increase in perceived greenwashing. Conspicuous con-sumption moderates this indirect influence. This mediated influence decreased whenconspicuous consumption was more salient. Findings provide important practicalinsights for brand managers intending to avoid a decrease in brand trust regardinggarments marketed with sustainability claims. |
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