Believe It or Not: Do Brands' Green Claims and Greenness Make a Difference?

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Kwon, Wi-Suk; Kim, Hyejeong; Englis, Basil
Fashion Business; Fashion Design; Fiber, Textile, and Weaving Arts
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Environment issues have been an increasing concern for consumers and marketers, resulting in the proliferation of green products and green marketing. Due to highly prevalent greenwashed claims, consumers tend to be skeptical about green initiatives of a company. Through a U.S. national survey, this study revealed that consumers' perceived credibility of a brand's green claims positively influences their perceptions of the brand's greenness, but it does not lead to increased purchase intention. Purchase intention is strongly influenced by the consumer's past purchase experience. Findings of this study also indicate that the disconnect between consumers' purchase intention and their credibility and greenness perceptions of a brand is pervasive among consumers with both high and low environmental concern and proenvironmental behavior participation. The implications of the findings for marketers and policy makers are discussed.