Ítem
Acceso Abierto
Social cynicism, greenwashing, and trust in green clothing brands
Título de la revista
Autores
Manoela Costa Policarpo
Vanessa Apaolaza, Patrick Hartmann
Paredes Escobar, Mario Rolando
Clare D'Souza
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Fecha
2023-09-01
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Universidad del Rosario
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Resumen
This research develops a theoretical model of the effect of social cynicism as a per-sonality trait on trust in green clothing brands. We conducted an online survey of arepresentative Australian sample to test the hypothesized relationships. Our findingsconfirmed that social cynicism affected green brand trust negatively and that thiseffect can be explained by an increase in perceived greenwashing. Conspicuous con-sumption moderates this indirect influence. This mediated influence decreased whenconspicuous consumption was more salient. Findings provide important practicalinsights for brand managers intending to avoid a decrease in brand trust regardinggarments marketed with sustainability claims.
Abstract
Palabras clave
Brand trust , Conspicuous consumption , Greenwashing , Social cynicism , Sustainable fashion
