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When going green goes wrong: The effects of greenwashing on brand avoidance and negative word-of-mouth

Author

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  • Sajid, Muhammed
  • Zakkariya, K.A.
  • Suki, Norazah Mohd
  • Islam, Jamid Ul

Abstract

This study analyzes the impact of greenwashing on brand avoidance and Negative Word-of-Mouth (NWOM) using a scenario-based survey conducted in malls/supermarkets. Leveraging the Stimulus-Organism-Response model, the study demonstrates how greenwashing leads to brand hate and hypocrite, influencing consumers to avoid brands and engage in NWOM. Findings stress the need for authentic, transparent environmental practices in brand communication to reduce greenwashing perceptions. This research confirms greenwashing's negative brand effects and introduces new insights into greenwashing-brand avoidance and NWOM dynamics, contributing to the existing literature and emphasizing methodological rigor.

Suggested Citation

  • Sajid, Muhammed & Zakkariya, K.A. & Suki, Norazah Mohd & Islam, Jamid Ul, 2024. "When going green goes wrong: The effects of greenwashing on brand avoidance and negative word-of-mouth," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    • Handle: RePEc:eee:joreco:v:78:y:2024:i:c:s0969698924000699
    DOI: 10.1016/j.jretconser.2024.103773
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    1. Ioannis Ioannou & George Kassinis & Giorgos Papagiannakis, 2023. "The Impact of Perceived Greenwashing on Customer Satisfaction and the Contingent Role of Capability Reputation," Journal of Business Ethics, Springer, vol. 185(2), pages 333-347, June.
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    3. Yudong Zhang & Gaojun Hu & Huilong Zhang & Ping Tu, 2025. "Are You Truly Green? The Impact of Self-Quantification on the Sincerity of Consumers’ Green Behaviors and Sustained Willingness," Sustainability, MDPI, vol. 17(9), pages 1-24, April.
    4. Antonios Persakis & Theodoros Nikolopoulos & Ioannis C. Negkakis & Athanasios Pavlopoulos, 2025. "Greenwashing in marketing: a systematic literature review and bibliometric analysis," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 22(4), pages 957-992, December.
    5. Xingwei Li & Jiekuo Hao & Zuoyi Ding & Jie Yang & Yuhong Yao, 2025. "Unveiling the driving mechanism of greenwashing behaviors: an agent-based modeling approach integrating new institutionalism and halo effect theories," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-16, December.
    6. Srisathan, Wutthiya Aekthanate & Naruetharadhol, Phaninee, 2025. "Exploring moral hazard and adverse selection in the context of greenwashing and organic product consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    7. Rösch, Stella Franca & Kopplin, Cristopher Siegfried, 2025. "Time well spent! The role of information presentation and viewing time in sustainable textile online purchase behavior: Insights from an online store experiment," Journal of Retailing and Consumer Services, Elsevier, vol. 86(C).
    8. Sadiq, Mohd & Fazal-e-Hasan, Syed Muhammad & Ahmadi, Hormoz & Mortimer, Gary & Murdy, Samantha & Dann, Susan, 2026. "Consumer hope and sustainable consumption: Integrating structural and configurational insights," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    9. Zeineb Farhat & Abir Zouari & Romdhane Khemakhem, 2025. "Investigating Brand Hate Towards Smartphone Brands: Tunisian Consumer Perspectives," Corporate Reputation Review, Palgrave Macmillan, vol. 28(4), pages 268-288, November.
    10. Francioni, Barbara & De Cicco, Roberta & Curina, Ilaria & Cioppi, Marco, 2025. "The strength of stance: The impact of brand activism on resistance to negative information, purchasing, and premium paying intents across different types of failures," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
    11. Theres Rüger & Janek Mücksch & Florian U. Siems, 2025. "Leveraging moral foundations theory in sociopolitical campaigns: an empirical investigation on how brands can persuade university-affiliated consumers with moral reframing," Journal of Brand Management, Palgrave Macmillan, vol. 32(6), pages 484-509, November.
    12. Le, Hoang Tran Phuoc Mai & Van Nguyen, Phuong & Stokes, Peter, 2025. "Green influencers and consumers’ decoupling behaviors for parasocial relationships and sustainability. A comparative study between Korea and Vietnam," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    13. Saeed, Najiya & Akhtar, Naeem & Attri, Rekha & Yaqub, Muhammad Zafar, 2024. "How violation of consumers’ expectations causes perceived betrayal and related behaviors: Theoretical perspectives from expectancy violation theory," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    14. Chen, Lu & Ma, Yan & Feng, Gen-Fu & Chang, Chun-Ping, 2024. "Does environmental governance mitigate the detriment of greenwashing on innovation in China?," Pacific-Basin Finance Journal, Elsevier, vol. 86(C).
    15. Raghavendra, Ananya Hadadi & Bala, Pradip Kumar & Mukherjee, Arindam, 2024. "Text mining analysis of retail and consumer service leaders' sustainability narratives: Are they actually true?," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).

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