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Smart Grid and Internet of Things. 6th EAI International Conference, SGIoT 2022, TaiChung, Taiwan, November 19-20, 2022, Proceedings

Research Article

Using Push Technology to Discover Factors Influencing Consumers’ Intention to Purchase Greenwashed Products

Cite
BibTeX Plain Text
  • @INPROCEEDINGS{10.1007/978-3-031-31275-5_32,
        author={Chia-Ling Ho and James Robert Forster and Ling-Yun Yen},
        title={Using Push Technology to Discover Factors Influencing Consumers’ Intention to Purchase Greenwashed Products},
        proceedings={Smart Grid and Internet of Things. 6th EAI International Conference, SGIoT 2022, TaiChung, Taiwan, November 19-20, 2022, Proceedings},
        proceedings_a={SGIOT},
        year={2023},
        month={5},
        keywords={Green marketing Greenwashing perceptions Green purchase intentions Green advertising skepticism Push technology},
        doi={10.1007/978-3-031-31275-5_32}
    }
    
  • Chia-Ling Ho
    James Robert Forster
    Ling-Yun Yen
    Year: 2023
    Using Push Technology to Discover Factors Influencing Consumers’ Intention to Purchase Greenwashed Products
    SGIOT
    Springer
    DOI: 10.1007/978-3-031-31275-5_32
Chia-Ling Ho1,*, James Robert Forster2, Ling-Yun Yen3
  • 1: General Education Center, National Taipei University of Nursing and Health Sciences
  • 2: Tamkang University
  • 3: Department of Information Management, National Taipei University of Nursing and Health Sciences
*Contact email: chialingho@ntunhs.edu.tw

Abstract

Companies are adopting green marketing strategies as consumers are looking to purchase green products due to growing concerns for the environment. However, to gain market share, some firms opt to greenwash in advertisements. This is when claims regarding green performance outweigh the substantive truth. Underpinned by the attitude-behaviour-context theory, this study examines the relationship between greenwashing perceptions, green purchasing intentions and green advertising skepticism. In order to effectively collect the questionnaires from users, this study uses push technology as the medium for sending the questionnaires which yielded 247 respondents across Asia, Europe, and North America. The results show that green-washing perceptions significantly negatively affect green purchasing intentions and positively affect green advertising skepticism. Also, green advertising skepticism significantly negatively affect green purchasing intentions. These findings add theoretical value to the under-explored relationship between greenwashing perceptions and green consumer purchasing behaviours. It also provides substantive globalized evidence for companies showing that greenwashing in advertising has detrimental effects on product sales.

Keywords
Green marketing Greenwashing perceptions Green purchase intentions Green advertising skepticism Push technology
Published
2023-05-01
Appears in
SpringerLink
http://dx.doi.org/10.1007/978-3-031-31275-5_32
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