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What happens when consumers realise about green washing? A qualitative investigation

Author

Listed:
  • Weng Marc Lim
  • Ding Hooi Ting
  • Victor Sudirman Bonaventure
  • Alan Putera Sendiawan
  • Pengestu Patanmacia Tanusina

Abstract

This study attempts to shed insights on consumers' current understanding of green offerings and the effects of exposure to green washing on future consumer purchasing behaviour. The study is exploratory in nature and employs qualitative in-depth interviews. Findings from the study suggest that currently, consumers are buying green products based on green claims by organisations, in which many consumers remain confused and uncertain about its authenticity. The after effects when consumers realise the existence of green washing points toward distrust, a more cautious future purchasing behaviour, and spreading its existence to other consumers through word-of-mouth communication. Implications and recommendations from the findings are also presented.

Suggested Citation

  • Weng Marc Lim & Ding Hooi Ting & Victor Sudirman Bonaventure & Alan Putera Sendiawan & Pengestu Patanmacia Tanusina, 2013. "What happens when consumers realise about green washing? A qualitative investigation," International Journal of Global Environmental Issues, Inderscience Enterprises Ltd, vol. 13(1), pages 14-24.
    • Handle: RePEc:ids:ijgenv:v:13:y:2013:i:1:p:14-24
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    Citations

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    Cited by:

    1. Lim, Weng Marc & O'Connor, Peter & Nair, Sumesh & Soleimani, Samaneh & Rasul, Tareq, 2023. "A foundational theory of ethical decision-making: The case of marketing professionals," Journal of Business Research, Elsevier, vol. 158(C).
    2. Grażyna Kędzia & Barbara Ocicka & Aneta Pluta-Zaremba & Marta Raźniewska & Jolanta Turek & Beata Wieteska-Rosiak, 2022. "Social Innovations for Improving Compostable Packaging Waste Management in CE: A Multi-Solution Perspective," Energies, MDPI, vol. 15(23), pages 1-19, December.
    3. Luigi Bollani & Giovanni Peira & Erica Varese & Enrico Nesi & Maria Beatrice Pairotti & Alessandro Bonadonna, 2017. "Labelling and sustainability in the green food economy: Perception among millennials with a good cultural background," RIVISTA DI STUDI SULLA SOSTENIBILITA', FrancoAngeli Editore, vol. 2017(2), pages 83-101.

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