그린워싱 및 그린 구매의도: 그린 구전과 그린 위험 지각의 매개 역할

초록

As environmental problems become more and more serious, customers are increasingly likely to buy eco-friendly goods. However, many businesses want to attract them to buy products by greenwashing. This research investigated the connection between greenwashing and green purchase intention by the mediating impacts of green word of mouth and green perceived risk. This study employs the questionnaire survey method to collect data from 556 participants who purchased energy-efficient appliances in China. Through the analysis, we obtained the following conclusions. First, greenwashing has a negative impact on green word of mouth. Second, greenwashing has a positive impact on green perceived risk. Third, greenwashing has a negatively impacts on green purchase intentions. Fourth, green word of mouth has a positive impact on green purchase intentions. Fifth, green perceived risk has a negatively impacts on green purchase intentions. This research find that it is essential to reduce all forms of misinformation and increase the reliability and credibility of green messages so that companies can increase their customers' green purchase intentions. In addition, by engaging in green marketing, businesses must prevent overpromising. Reducing greenwashing can improve green word of mouth and reduce green perceived risk, eventually, green purchase intentions.

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