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The influence of greenwash on green word-of-mouth (green WOM): the mediation effects of green perceived quality and green satisfaction

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Abstract

The study discusses the influence of greenwash on green word-of-mouth (green WOM) and explores the mediation roles of green perceived quality and green satisfaction. The research object of this study focuses on Taiwanese consumers who have the experience to purchase information and electronics products in Taiwan. This research utilizes structural equation modeling to undertake an empirical study. The results indicate that greenwash negatively affects green WOM. Besides, this paper proves that greenwash negatively impacts green perceived quality and green satisfaction which would positively influence green WOM. This study demonstrates that green perceived quality and green satisfaction mediate the negative relationship between greenwash and green WOM. It means that greenwash does not only have a directly negative effect on green WOM, but also have an indirectly negative effect on it via green perceived quality and green satisfaction. Thus, this study suggests that companies should decrease their greenwash behaviors and enhance their consumers’ green perceived quality and green satisfaction to increase their consumers’ green WOM.

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Acknowledgments

The authors are grateful for the funding of National Science Council in Taiwan for this study, and the project number of this study is NSC 101-2410-H-305-074-MY3.

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Authors and Affiliations

  1. Department of Business Administration, National Taipei University, Taipei, Taiwan

    Yu-Shan Chen

  2. Department of Business Administration, National Yunlin University of Science & Technology, Douliu, Taiwan

    Chang-Liang Lin

  3. Department of Business Administration, Tamkang University, 151 Ying-Chuan Road, Tamsui, New Taipei City, 25137, Taiwan

    Ching-Hsun Chang

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  1. Yu-Shan Chen
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Correspondence to Ching-Hsun Chang.

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Chen, YS., Lin, CL. & Chang, CH. The influence of greenwash on green word-of-mouth (green WOM): the mediation effects of green perceived quality and green satisfaction. Qual Quant 48, 2411–2425 (2014). https://doi.org/10.1007/s11135-013-9898-1

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