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

The influence of greenwash on green word-of-mouth (green WOM): the mediation effects of green... 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Quality & Quantity Springer Journals

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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Publisher
Springer Netherlands
Copyright
Copyright © 2013 by Springer Science+Business Media Dordrecht
Subject
Social Sciences, general; Methodology of the Social Sciences; Social Sciences, general
ISSN
0033-5177
eISSN
1573-7845
D.O.I.
10.1007/s11135-013-9898-1
Publisher site
See Article on Publisher Site

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.

Journal

Quality & QuantitySpringer Journals

Published: Jul 5, 2013

References

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