Is Current Way of Promoting Sustainability, Sustainable?. Issue 1 (1st January 2019)
- Record Type:
- Journal Article
- Title:
- Is Current Way of Promoting Sustainability, Sustainable?. Issue 1 (1st January 2019)
- Main Title:
- Is Current Way of Promoting Sustainability, Sustainable?
- Authors:
- ShabbirHusain, R.V.
Varshney, Sanjeev - Abstract:
- ABSTRACT: Consumer behavior regarding sustainable products has been a complex concept. There is a discrepancy between consumer's espoused concern towards environment and their purchase of environment friendly products. Past literature suggests greenwashing being a possible reason for this discrepancy. With greenwashing being caused by mismatch between communication and perceived performance, this article focuses on assessment of simultaneous impact of both communication and performance elements on brand attitude. A quantitative study was undertaken to test the hypotheses. This was followed by a qualitative study to understand alternative explanation of hypotheses that was not accepted. The research revealed that a consumer's attitude toward a green brand is impacted both by his or her general skepticism towards green ads and the credibility that she assigns to the firm's green message. Perceived value of product also had a positive impact on brand attitude. Findings advance academic literature and support managerial community by highlighting factors for building a positive green brand attitude and resultantly avoiding the trap of being equated with greenwashing.
- Is Part Of:
- Journal of nonprofit & public sector marketing. Volume 31:Issue 1(2019)
- Journal:
- Journal of nonprofit & public sector marketing
- Issue:
- Volume 31:Issue 1(2019)
- Issue Display:
- Volume 31, Issue 1 (2019)
- Year:
- 2019
- Volume:
- 31
- Issue:
- 1
- Issue Sort Value:
- 2019-0031-0001-0000
- Page Start:
- 84
- Page End:
- 113
- Publication Date:
- 2019-01-01
- Subjects:
- Greenwashing -- perceived value -- perceived organizational effectiveness -- green ad skepticism -- green message credibility
Nonprofit organizations -- Marketing -- Periodicals
Government marketing -- Periodicals
352.74805 - Journal URLs:
- http://firstsearch.oclc.org/journal=1049-5142;screen=info;ECOIP ↗
http://www.haworthpress.com/store/product.asp?sku=J054 ↗
http://www.tandf.co.uk/journals/titles/10495142.asp ↗
http://www.tandfonline.com/ ↗ - DOI:
- 10.1080/10495142.2018.1526735 ↗
- Languages:
- English
- ISSNs:
- 1049-5142
- Deposit Type:
- Legaldeposit
- View Content:
- Available online (eLD content is only available in our Reading Rooms) ↗
- Physical Locations:
- British Library DSC - 5022.842300
British Library DSC - BLDSS-3PM
British Library HMNTS - ELD Digital store - Ingest File:
- 9391.xml