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Yes, You Make Me Confused and Skeptic: Exploring Green Confusion and Green Advertisements Skepticism on Social Media

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Kashif Farhat

    (Mohammad Ali Jinnah University)

  • Wajeeha Aslam

    (IQRA University)

  • Iviane Ramos Luna

    (Open University of Catalonia)

Abstract

Businesses are increasingly marketing their products on social media platforms in order to better communicate with their customers. Considering stimulus-organism- response (SOR) theory, this study uncovers the impacts of social media (SM) greenwashing on SM green advertising skepticism and on its consequences including green purchase intention. The findings reveal that SM greenwashing affects SM green advertising skepticism. Further, SM green advertising negatively affect SM information utility and positively affect SM negative word-of-mouth. The study also highlights that SM information utility positively affects green purchase intention and negative word-of-mouth negatively affect green purchase intention. The study also reveals that SM green confusion moderates the relation between SM greenwashing and SM green advertising skepticism. The study offers several theoretical and practical contributions.

Suggested Citation

  • Kashif Farhat & Wajeeha Aslam & Iviane Ramos Luna, 2021. "Yes, You Make Me Confused and Skeptic: Exploring Green Confusion and Green Advertisements Skepticism on Social Media," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & David López López (ed.), Advances in Digital Marketing and eCommerce, pages 313-329, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-76520-0_33
    DOI: 10.1007/978-3-030-76520-0_33
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