Articlediamond2022

Impact of green marketing, greenwashing and green confusion on green brand equity

Abdul Qayyum · Raja Ahmed Jamil · Amnah Sehar

124 citations0/0 files storedSpanish Journal of Marketing - ESIC

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Environmental Sustainability in Business Consumer Behavior in Brand Consumption and Identification Consumer Packaging Perceptions and Trends

Abstract

Purpose This study aims to examine the negative effects of excessive product packaging (EPP), greenwashing and green confusion on green brand equity (GBE). Furthermore, the moderating role of brand credibility in mitigating the negative effects of green marketing was investigated. Design/methodology/approach A within-subject experiment was conducted to evaluate excessive versus minimal product packaging to test the proposed hypotheses. Data analysis was performed with SmartPLS 3.3.3, which analyzed data from 206 consumers. Findings The results showed that EPP positively predicts greenwashing and green confusion. However, greenwashing has a negative impact on GBE. Brand credibility was also discovered to moderate the negative relationship between greenwashing and GBE, thereby reducing the negative effect of greenwashing. Research limitations/implications The findings imply that marketing managers should understand the consumers’ concerns for the environment, making product and brand strategies that promote environmental protection and sustainability. Originality/value This study contributes to the green marketing literature by empirically validating the positive impacts of EPP on greenwashing and green confusion, as well as the negative influence of greenwashing on GBE. Furthermore, it reveals how brand credibility can reduce the harmful effects of greenwashing on GBE.

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References

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2024Green merchandising of textiles and apparel in a circular economy: Recent trends, framework, challenges and future prospects towards sustainability 2023Sustainable packaging design and the consumer perspective: a systematic literature review 2025Sustainability information overload: Its effect on customers’ greenwashing perceptions, perceived value, and behavioral intentions 2022Improving Consumer-Based Green Brand Equity: The Role of Healthy Green Practices, Green Brand Attachment, and Green Skepticism

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