[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"doc-detail-167213-en":3,"doc-seo-167213-105":30,"detail-sidebar-cat-0-en-105":92},{"code":4,"msg":5,"data":6},0,"success",{"doc_id":7,"user_id":8,"nickname":9,"user_avatar":10,"doc_module":4,"category_id":11,"category_name":12,"doc_title":13,"doc_description":14,"doc_content":15,"file_id":16,"file_url":17,"file_type":18,"file_size":19,"view_count":20,"is_deleted":4,"is_public":20,"is_downloadable":20,"audit_status":20,"page_count":21,"language":22,"language_code":23,"site_id":24,"html_lang":23,"table_of_contents":25,"faqs":26,"seo_title":27,"seo_description":14,"update_tm":28,"read_time":29},167213,549758146520,"Patrick","https://ap-avatar.wpscdn.com/avatar/80002397d8c0411e94?_k=1775819394049821470",8,"Research & Report","Consumers’ perception of green brand attributes and its outcomes: a sustainable perspective","The paper investigates how consumers perceive green brand attributes and how such perceptions translate into brand outcomes. It analyzes the direct link between perceived greenwashing and brand credibility, and the indirect mechanism through green skepticism, grounded in attribution theory. Environmental concern is tested as a moderator using contingency theory for both direct and indirect paths. Survey data from 508 consumers are analyzed with PROCESS macro for SPSS, showing negative effects of perceived greenwashing on brand credibility via skepticism, strengthened under high environmental concern.","Journal of Environmental  \nPlanning and  \nManagement  \nISSN: (Print) (Online) Journal homepage: [https://www.tandfonline.com/loi/cjep20](https://www.tandfonline.com/loi/cjep20)  \nConsumers’ perception of green brand attributes and its outcomes: a sustainable perspective  \nUsman Javed, Muhammad Amir Rashid, Ghulam Hussain & Shoaib Shafique  \nTo cite this article: Usman Javed, Muhammad Amir Rashid, Ghulam Hussain & Shoaib Shafique (2023): Consumers’ perception of green brand attributes and its outcomes:  \na sustainable perspective, Journal of Environmental Planning and Management, DOI: 10. 1080/09640568 .2023.2178882  \nTo link to this article: [https://doi.org/10.1080/09640568.2023.2178882](https://doi.org/10.1080/09640568.2023.2178882)  \n View supplementary material   \n\n|  Published online: 20 Feb 2023. |\n| --- |\n|  Submit your article to this journal  |\n|  Article views: 100 |\n|  View related articles  |\n|  View Crossmark data |\n\nFull Terms & Conditions of access and use can be found at [https://www.tandfonline.com/action/journalInformation?journalCode=cjep20](https://www.tandfonline.com/action/journalInformation?journalCode=cjep20)  \nJournal of Environmental Planning and Management, 2023 [https://doi.org/10.1080/09640568.2023.2178882](https://doi.org/10.1080/09640568.2023.2178882)  \nConsumers’ perception of green brand attributes and its outcomes:  \na sustainable perspective  \nUsman Javeda 􀀁 , Muhammad Amir Rashida , Ghulam Hussaina  and  \nShoaib Shafiqueb   \naDepartment of Management Sciences, COMSATS University Islamabad, Lahore, Pakistan; bDepartment of Management Sciences, COMSATS University Islamabad,  \nWah Cantt, Rawalpindi, Pakistan  \n(Received 10 March 2022; revised 25 January 2023; final version received 4 February 2023)  \nThe resurgence of green marketing engrossed the phenomenon of greenwashing, misleading and deceiving consumers with false claims about the firms’environmental practices. Drawing on attribution theory, this study examines the direct relationship between perceived greenwashing (PGW) and brand credibility (BC) and indirect relationship through green skepticism (GSP) . The study also examines the moderating effect of environmental concern (EC) based on contingency theory in both direct and indirect relationships. Data were collected through self-administered questionnaires from consumers and 508 usable responses were analyzed. The study’s hypotheses were tested using PROCESS macro for SPSS. The results show that PGW is negatively related to BC both directly and indirectly via GSP, whereas EC moderated, directly and indirectly, the relationships between PGW and BC, suggesting that the relationship between PGW and BC is fostered when EC is high. This study helps managers to understand how overstated/deceptive green claims may lead to destructive consequences for the company.  \nKeywords: perceived greenwashing; green skepticism; consumers’ environmental concern; brand credibility  \n1. Introduction  \nTo maintain footholds, by aligning with sustainable development goals (SDGs), in the growing environmental consciousness market (Silva et al. 2019), organisations are being forced to implement green management systems or, at the very least, employ eco-friendly branding and marketing strategies, such as “green innovation,” “go-green”and “earth-friendly” (Berrone, Fosfuri, and Gelabert 2017; Torelli, Balluchi, and Lazzini 2020) . Such tactics occasionally pave the way for auspicious outcomes; for details, see (Aguilera-Caracuel and Ortiz-de-Mandojana 2013; Sun and Zhang 2019) . However, these fabricated strategies frequently backfire when consumers perceive“green branding” claims to be greenwashing (Akturan 2018) . Greenwashing is defined as “the act of misleading consumers regarding the environmental practices of a company or the environmental practices of a company or the environmental benefits of a product or service” (Parguel, Benot-Moreau, and Russell 2015, 2) . These inflated, dubious and misleading claims","cbCaivBNOIb7tulr","https://ap.wps.com/l/cbCaivBNOIb7tulr","pdf",730578,1,24,"English","en",105,"# Introduction\n## Research focus and definitions\n## Greenwashing and its consequences\n# Theoretical foundations and hypotheses\n## Attribution theory\n## Contingency theory and moderation\n# Methodology\n## Data collection and sample\n## Measurement and hypothesis testing\n# Results and implications\n## Key findings\n## Managerial implications","[{\"question\":\"How does perceived greenwashing affect brand credibility in the study?\",\"answer\":\"Perceived greenwashing is found to be negatively related to brand credibility both directly and indirectly through green skepticism.\"},{\"question\":\"What role does green skepticism play?\",\"answer\":\"Green skepticism functions as a mediating pathway that helps explain how perceived greenwashing leads to lower brand credibility.\"},{\"question\":\"How does environmental concern change the relationships?\",\"answer\":\"Environmental concern moderates both direct and indirect relationships, strengthening the link between perceived greenwashing and brand credibility when environmental concern is high.\"}]","Consumers’ perception of green brand attributes and its outcomes: a sustainable perspective | 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does perceived greenwashing affect brand credibility in the study?","Question",{"text":76,"@type":77},"Perceived greenwashing is found to be negatively related to brand credibility both directly and indirectly through green skepticism.","Answer",{"name":79,"@type":74,"acceptedAnswer":80},"What role does green skepticism play?",{"text":81,"@type":77},"Green skepticism functions as a mediating pathway that helps explain how perceived greenwashing leads to lower brand credibility.",{"name":83,"@type":74,"acceptedAnswer":84},"How does environmental concern change the relationships?",{"text":85,"@type":77},"Environmental concern moderates both direct and indirect relationships, strengthening the link between perceived greenwashing and brand credibility when environmental concern is 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