Sustainable trick or tactic? The influence of greenwashing on green reputation, green satisfaction and green perceived value

永續是戰術還是伎倆？漂綠對綠色信譽、綠色滿意度和綠色認知價值的影響

本研究探討了漂綠對綠色信譽、綠色滿意度和綠色認知價值的影響，並進一步探討了綠色滿意度和綠色認知價值的中介效果。本研究針對臺灣有綠色產品購買經驗消費者進行問卷調查，總共回收480份有效樣本，藉由結構方程模式驗證假說。研究結果發現，企業漂綠與消費者的綠色滿意度和綠色認知價值呈負相關。綠色滿意度和綠色認知價值都與綠色信譽具有正面影響效果，且綠色滿意度和綠色認知價值對漂綠和綠色聲譽之間具有完全中介效果。當企業以提升綠色信譽為目標時，應避免漂綠行為，並提高綠色滿意度和綠色認知價值。

This research investigates the impact of greenwashing on green reputation, green satisfaction, and green perceived value and further explores the mediation effects of green satisfaction and green perceived value. The hypotheses are tested through structural equation modeling from a sample of 480 valid questionnaires with respondents having purchasing experience of green products in Taiwan. The results demonstrate that firms’ greenwashing negatively relates to consumers’ green satisfaction and green perceived value. This paper also presents that both green satisfaction and green perceived value positively relate to green reputation and fully mediate the greenwashing and green reputation nexus. When companies target to raise their green reputation, they should avoid greenwashing behaviors and increase their green satisfaction and green perceived value.