Social cynicism, greenwashing, and trust in green clothing brands

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

doi:10.1111/ijcs.12971

Social cynicism, greenwashing, and trust in green clothing brands

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

School of Business Administration

Research output: Contribution to journal › Research Article › peer-review

10 Scopus citations

Abstract

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 language	English (US)
Pages (from-to)	1950-1961
Number of pages	12
Journal	International Journal of Consumer Studies
Volume	47
Issue number	5
DOIs	https://doi.org/10.1111/ijcs.12971
State	Published - Sep 2023

All Science Journal Classification (ASJC) codes

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

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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10.1111/ijcs.12971

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title = "Social cynicism, greenwashing, and trust in green clothing brands",

abstract = "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.",

author = "Policarpo, {Manoela Costa} and Vanessa Apaolaza and Patrick Hartmann and Paredes, {Mario R.} and Clare D'Souza",

note = "Funding Information: This work was supported by funding received from La Trobe University, Australia, the Spanish Government, and European Regional Development Fund [Grant PID2021‐123686OB‐I00 funded by MCIN/AEI/ 10.13039/501100011033 and, by ERDF A way of making Europe], the Basque Government [grant IT1731‐22] and FESIDE Foundation [grant 03‐21]. Funding Information: This work was supported by funding received from La Trobe University, Australia, the Spanish Government, and European Regional Development Fund [Grant PID2021-123686OB-I00 funded by MCIN/AEI/10.13039/501100011033 and, by ERDF A way of making Europe], the Basque Government [grant IT1731-22] and FESIDE Foundation [grant 03-21]. Publisher Copyright: {\textcopyright} 2023 The Authors. International Journal of Consumer Studies published by John Wiley & Sons Ltd.",

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AU - Policarpo, Manoela Costa

AU - Apaolaza, Vanessa

AU - Hartmann, Patrick

AU - Paredes, Mario R.

AU - D'Souza, Clare

N1 - Funding Information: This work was supported by funding received from La Trobe University, Australia, the Spanish Government, and European Regional Development Fund [Grant PID2021‐123686OB‐I00 funded by MCIN/AEI/ 10.13039/501100011033 and, by ERDF A way of making Europe], the Basque Government [grant IT1731‐22] and FESIDE Foundation [grant 03‐21]. Funding Information: This work was supported by funding received from La Trobe University, Australia, the Spanish Government, and European Regional Development Fund [Grant PID2021-123686OB-I00 funded by MCIN/AEI/10.13039/501100011033 and, by ERDF A way of making Europe], the Basque Government [grant IT1731-22] and FESIDE Foundation [grant 03-21]. Publisher Copyright: © 2023 The Authors. International Journal of Consumer Studies published by John Wiley & Sons Ltd.

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N2 - 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.

AB - 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.

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Social cynicism, greenwashing, and trust in green clothing brands

Abstract

All Science Journal Classification (ASJC) codes

UN SDGs

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