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Asian Journal of Marketing
  Year: 2017 | Volume: 11 | Issue: 2 | Page No.: 44-53
DOI: 10.3923/ajm.2017.44.53
Interplay of Mediating Factors in the Relationship between Greenwashed Labels and Consumers' Trust
Charbel M. El Khoury , Elie E. Sayegh and Adel F. Al Alam

Abstract:
Background and Objective: Greenwashing as a concept has lately appeared to attract the attention of several practitioners and scholars. This study aims to examine the effects of greenwashed labels on Lebanese consumers’ trust, while accounting for the mediating role that personal, social and environmental factors play. Materials and Methods: An online questionnaire was addressed to a sample of 227 consumers aged between 19 and 24 years old, in order to investigate their opinion towards labels that feature particular green attributes on chocolate bars. This study adopts exploratory factor analysis and structural equation modeling for the analysis of data. Results: A negative association exists between greenwashed labels and consumers’ trust. The presence of personal and environmental factors as mediators between greenwashed labels and consumers’ trust does not indicate remarkable influence. Social factors alone are seen to play the mediating role that affects the relation of the relevant variables. Conclusion: The suspicious greenwashing practices of many corporations have today raised consumers’ concerns. In general, many Lebanese consumers currently hold unfavorable perspectives towards products that feature unverified green claims on their labels. Corporations targeting the Lebanese market should therefore diminish their greenwashing activities and design truthful labels that generate trust among consumers.
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How to cite this article:

Charbel M. El Khoury, Elie E. Sayegh and Adel F. Al Alam, 2017. Interplay of Mediating Factors in the Relationship between Greenwashed Labels and Consumers' Trust. Asian Journal of Marketing, 11: 44-53.

DOI: 10.3923/ajm.2017.44.53

URL: https://scialert.net/abstract/?doi=ajm.2017.44.53

 
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