Social cynicism,greenwashing, and trust in green clothing brands |
| |
| Authors: | Manoela Costa Policarpo Vanessa Apaolaza Patrick Hartmann Mario R Paredes Clare D'Souza |
| |
| Institution: | 1. University of the Basque Country UPV/EHU, Bilbao, Spain;2. School of Management and Business, Universidad del Rosario, Bogotá, Colombia;3. La Trobe University, Melbourne, Australia |
| |
| Abstract: | This research develops a theoretical model of the effect of social cynicism as a personality trait on trust in green clothing brands. We conducted an online survey of a representative Australian sample to test the hypothesized relationships. Our findings confirmed that social cynicism affected green brand trust negatively and that this effect can be explained by an increase in perceived greenwashing. Conspicuous consumption moderates this indirect influence. This mediated influence decreased when conspicuous consumption was more salient. Findings provide important practical insights for brand managers intending to avoid a decrease in brand trust regarding garments marketed with sustainability claims. |
| |
| Keywords: | brand trust conspicuous consumption greenwashing social cynicism sustainable fashion |
|
|
