Research Article
Using Push Technology to Discover Factors Influencing Consumers’ Intention to Purchase Greenwashed Products
@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
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.
