Social cynicism, greenwashing, and trust in green clothing brands

Manoela Costa Policarpo, Vanessa Apaolaza, Patrick Hartmann, Mario R. Paredes, Clare D'Souza

Research output: Contribution to journalArticlepeer-review

4 Scopus citations


This research develops a theoretical model of the effect of social cynicism as a personality trait on trust in green clothing brands. We conducted an online survey of a representative Australian sample to test the hypothesized relationships. Our findings confirmed that social cynicism affected green brand trust negatively and that this effect can be explained by an increase in perceived greenwashing. Conspicuous consumption moderates this indirect influence. This mediated influence decreased when conspicuous consumption was more salient. Findings provide important practical insights for brand managers intending to avoid a decrease in brand trust regarding garments marketed with sustainability claims.

Original languageEnglish (US)
Pages (from-to)1950-1961
Number of pages12
JournalInternational Journal of Consumer Studies
Issue number5
StatePublished - Sep 2023

All Science Journal Classification (ASJC) codes

  • Applied Psychology
  • Economics and Econometrics
  • Public Health, Environmental and Occupational Health
  • Marketing


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