The influence of greenwash on green word-of-mouth (green WOM): The mediation effects of green perceived quality and green satisfaction

Yu Shan Chen, Chang Liang Lin, Ching Hsun Chang*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

50 Citations (Scopus)

Abstract

The study discusses the influence of greenwash on green word-of-mouth (green WOM) and explores the mediation roles of green perceived quality and green satisfaction. The research object of this study focuses on Taiwanese consumers who have the experience to purchase information and electronics products in Taiwan. This research utilizes structural equation modeling to undertake an empirical study. The results indicate that greenwash negatively affects green WOM. Besides, this paper proves that greenwash negatively impacts green perceived quality and green satisfaction which would positively influence green WOM. This study demonstrates that green perceived quality and green satisfaction mediate the negative relationship between greenwash and green WOM. It means that greenwash does not only have a directly negative effect on green WOM, but also have an indirectly negative effect on it via green perceived quality and green satisfaction. Thus, this study suggests that companies should decrease their greenwash behaviors and enhance their consumers' green perceived quality and green satisfaction to increase their consumers' green WOM.

Original languageEnglish
Pages (from-to)2411-2425
Number of pages15
JournalQuality and Quantity
Volume48
Issue number5
DOIs
Publication statusPublished - 2014 Sep
Externally publishedYes

Keywords

  • Green marketing
  • Green perceived quality
  • Green satisfaction
  • Green word-of-mouth (green WOM)
  • Greenwash

ASJC Scopus subject areas

  • Statistics and Probability
  • Social Sciences(all)

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