... of consumers’ knowledge on environmental issues leads to a higher level of green skepticism, which can lead to negative attitudes toward advertising and lower green purchase intention. Conversely, for consumers living in developed countries (e.g. France) where the green market is more developed...

... in a preference questionnaire about liquid detergent from both Brand A and Brand B. © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Spillover effect Green purchase intention Brand attitude Greenwashing perception During recent decades, consumers...

...Yi-Chun Huang; Minli Yang; Yu-Chun Wang Purpose – The purpose of this paper is to build a comprehensive model and examine the relationship among green brand positioning (GBP), green brand knowledge (GBK), attitude toward green brand (AGB), and green purchase intention (GPI). Design...