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Keywords: Non-deception
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Journal Articles
Greenwashing vs green branding: the role of non-deception and brand nature experiences in green brand trust formation
Available to Purchase
Asia-Pacific Journal of Business Administration (2026) 18 (3): 850–872.
Published: 14 October 2025
..., this study addresses the issue by examining how non-deception (ethical brand practices), perceived greenwashing concerns and brand nature experiences shape green brand trust and, in turn, influence consumers’ purchase intentions. Furthermore, the study examines the mediating role of green brand trust between...
