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Measuring Behavioural Intention through the Use of Greenwashing: A Study of the Mediating Effects and Variables Involved

Author

Listed:
  • Eloy Gil-Cordero

    (Department of Business Administration and Marketing, University of Seville, 41018 Seville, Spain)

  • Juan Pedro Cabrera-Sánchez

    (Department of Business Administration and Marketing, University of Seville, 41018 Seville, Spain)

  • Ignacio Cepeda-Carrión

    (Department of Business Administration and Marketing, University of Seville, 41018 Seville, Spain)

  • Jaime Ortega-Gutierrez

    (Department of Business Administration and Marketing, University of Seville, 41018 Seville, Spain)

Abstract

The work aims to achieve a better understanding of firms’ green strategy, and specifically, in the false green strategy called greenwashing, and the relationships between greenwashing (GW) and behaviour intention (BI), and how this relationship is affected by word of mouth (WOM) and corporative social responsability (CRS). A survey was conducted and 198 valid and complete online questionnaires were collected from users of urban mobility apps (Blablacar and Amovens) in Spain. The structural equation modeling technique partial least squares (PLS-SEM) was used to test the proposed research model and hypothesized relationships. The results of our study indicate that the direct relationship between GW and BI is not supported, although the indirect relationship through WOM and CRS is significant, so that both become mediating variables of the GW and BI relationship. The paper also analyzes the direct relationships between GW, CRS, WOM and BI, so that the direct effects GW and CRS; CRS and WOM; and WOM and BI are significant. This empirical study analyzes the effect of GW, which has not been studied much, especially in empirical research. The study analyzes several variable consequences of GW and analyzes mediating effects of CRS and WOM on the GW and BI relationship. The study also includes two behavioral indicators, WOM and BI, in a research model, and, additionally, the study demonstrates the relationship between GW and perceived CRS.

Suggested Citation

  • Eloy Gil-Cordero & Juan Pedro Cabrera-Sánchez & Ignacio Cepeda-Carrión & Jaime Ortega-Gutierrez, 2021. "Measuring Behavioural Intention through the Use of Greenwashing: A Study of the Mediating Effects and Variables Involved," Sustainability, MDPI, vol. 13(12), pages 1-12, June.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:12:p:6720-:d:574569
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    References listed on IDEAS

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    2. Xiaoqian Lu & Tong Sheng & Xiaolan Zhou & Chaohai Shen & Bingquan Fang, 2022. "How Does Young Consumers’ Greenwashing Perception Impact Their Green Purchase Intention in the Fast Fashion Industry? An Analysis from the Perspective of Perceived Risk Theory," Sustainability, MDPI, vol. 14(20), pages 1-17, October.

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