The Impact of Perceived Greenwashing on Purchase Intention in Green-Oriented Brand Revitalization: A Brand Psychological Contract Approach
Keywords:
Perceived Greenwashing (PGW), Brand Psychological Contract (BPC), Perceived Brand Betrayal (PBB), Perceived Environmental Responsibility (PER), Green Oriented Brand Revitalization (GBR), Green Purchase Intention (GPI)Abstract
Objective: This study aims to examine the effect of perceived greenwashing on green purchase intention, considering the mediating role of the brand psychological contract and the moderating role of perceived environmental responsibility in the context of green-oriented brand revitalization.
Methodology: This applied study employed a descriptive-survey design using structural equation modeling. The statistical population consisted of consumers of green-oriented food brands in Bandar Abbas Mall, from which 331 valid questionnaires (195 offline and 136 online) were collected. Data were gathered using a standardized multi-dimensional questionnaire and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM).
Findings: The results indicated that perceived greenwashing has a significant negative effect on green purchase intention, both directly and indirectly through weakening the brand psychological contract. Furthermore, green-oriented brand revitalization positively and significantly influences both the brand psychological contract and green purchase intention, whereas perceived brand betrayal exerts a significant negative effect on the brand psychological contract. Additionally, perceived environmental responsibility significantly moderates and strengthens the relationship between the brand psychological contract and purchase intention.
Conclusion: The findings suggest that effectively managing perceptions of greenwashing and strengthening the brand psychological contract through authentic green revitalization strategies can rebuild consumer trust and enhance green purchase intention.
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