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

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3 Citas (Scopus)

Resumen

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.

Idioma original	Inglés estadounidense
Páginas (desde-hasta)	1950-1961
Número de páginas	12
Publicación	International Journal of Consumer Studies
Volumen	47
N.º	5
DOI	https://doi.org/10.1111/ijcs.12971
Estado	Publicada - sep. 2023

Áreas temáticas de ASJC Scopus

Psicología aplicada
Economía y econometría
Salud pública, medioambiental y laboral
Marketing

ODS de las Naciones Unidas

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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

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