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The influence of greenwash on green word-of-mouth (green WOM): the mediation effects of green perceived quality and green satisfaction

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  • Yu-Shan Chen
  • Chang-Liang Lin
  • Ching-Hsun Chang

Abstract

The study discusses the influence of greenwash on green word-of-mouth (green WOM) and explores the mediation roles of green perceived quality and green satisfaction. The research object of this study focuses on Taiwanese consumers who have the experience to purchase information and electronics products in Taiwan. This research utilizes structural equation modeling to undertake an empirical study. The results indicate that greenwash negatively affects green WOM. Besides, this paper proves that greenwash negatively impacts green perceived quality and green satisfaction which would positively influence green WOM. This study demonstrates that green perceived quality and green satisfaction mediate the negative relationship between greenwash and green WOM. It means that greenwash does not only have a directly negative effect on green WOM, but also have an indirectly negative effect on it via green perceived quality and green satisfaction. Thus, this study suggests that companies should decrease their greenwash behaviors and enhance their consumers’ green perceived quality and green satisfaction to increase their consumers’ green WOM. Copyright Springer Science+Business Media Dordrecht 2014

Suggested Citation

  • Yu-Shan Chen & Chang-Liang Lin & Ching-Hsun Chang, 2014. "The influence of greenwash on green word-of-mouth (green WOM): the mediation effects of green perceived quality and green satisfaction," Quality & Quantity: International Journal of Methodology, Springer, vol. 48(5), pages 2411-2425, September.
    • Handle: RePEc:spr:qualqt:v:48:y:2014:i:5:p:2411-2425
    DOI: 10.1007/s11135-013-9898-1
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    References listed on IDEAS

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    1. Yu-Shan Chen & Shyh-Bao Lai & Chao-Tung Wen, 2006. "The Influence of Green Innovation Performance on Corporate Advantage in Taiwan," Journal of Business Ethics, Springer, vol. 67(4), pages 331-339, September.
    2. Béatrice Parguel & Florence Benoît-Moreau & Fabrice Larceneux, 2011. "How Sustainability Ratings Might Deter ‘Greenwashing’: A Closer Look at Ethical Corporate Communication," Journal of Business Ethics, Springer, vol. 102(1), pages 15-28, August.
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    5. Thomas P. Lyon & John W. Maxwell, 2011. "Greenwash: Corporate Environmental Disclosure under Threat of Audit," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 20(1), pages 3-41, March.
    6. Naresh K. Malhotra & Sung S. Kim & Ashutosh Patil, 2006. "Common Method Variance in IS Research: A Comparison of Alternative Approaches and a Reanalysis of Past Research," Management Science, INFORMS, vol. 52(12), pages 1865-1883, December.
    7. Ching-Hsun Chang, 2011. "The Influence of Corporate Environmental Ethics on Competitive Advantage: The Mediation Role of Green Innovation," Journal of Business Ethics, Springer, vol. 104(3), pages 361-370, December.
    8. Oliver Hoedeman, 2002. "Rio +10 and the Greenwash of Corporate Globalization," Development, Palgrave Macmillan;Society for International Deveopment, vol. 45(3), pages 39-42, September.
    9. Ralph Hamann & Paul Kapelus, 2004. "Corporate Social Responsibility in Mining in Southern Africa: Fair accountability or just greenwash?," Development, Palgrave Macmillan;Society for International Deveopment, vol. 47(3), pages 85-92, September.
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    Full references (including those not matched with items on IDEAS)

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