...Xianjia Lin; Woohyoung Kim; Hyun Kim Purpose This study investigates the psychological mechanisms underlying consumers’ perception of greenwashing (PG). We draw on three theories: Signaling Theory, the Persuasion Knowledge Model (PKM), and the Elaboration Likelihood Model (ELM). Our framework...

...Linfan Wang; Yuhan Qiao; Hu Meng; Peng Wu Purpose This study aims to investigate how the environmental knowledge level (EKL) affects consumers' purchase intention (PI) toward green clothing. We examine the mediating roles of perceived value (PV), perceived greenwashing (PG), and expected moral...

...Yue Wang; Sojin Jung Purpose An increasing number of fashion firms face criticism for “greenwashing” due to the industry’s longstanding negative environmental and social impacts. This experimental study, in the fashion industry context, evaluated consumers’ perceptions of hypocrisy, demonstrated...

...Syed Muhammad Ali Shahbaz Habib; Mahwish Sindhu; Irfan Saleem Purpose Drawing upon social exchange theory, this research investigates the interplay of corporate philanthropy, environmental marketing strategy, relationship quality, greenwashing, and customer citizenship behavior in the family-owned...

... of green consumption. The mediating effects of perceived greenwashing (PG), perceived value (PV) and expected moral benefit (EMB) and the moderating effect of green clothing type (GCT) were examined. Design/methodology/approach The data for this study were collected from 366 valid samples through...