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Untying the Influence of Green Brand Authenticity on Electronic Word-of-Mouth Intention: A Moderation–Mediation Model

Green brands have made considerable strides in recent years; however, their validity has been questioned due to green brand fraud. However, the influence of green brand authenticity on consumer online behavior is still lacking in the e-commerce boom era. This article presents a theoretical framework...

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Detalles Bibliográficos
Autores principales: Xu, Yuhuan, Du, Jianguo, Shahzad, Fakhar, Li, Xingwei
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2021
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8446186/
https://www.ncbi.nlm.nih.gov/pubmed/34539528
http://dx.doi.org/10.3389/fpsyg.2021.724452
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author Xu, Yuhuan
Du, Jianguo
Shahzad, Fakhar
Li, Xingwei
author_facet Xu, Yuhuan
Du, Jianguo
Shahzad, Fakhar
Li, Xingwei
author_sort Xu, Yuhuan
collection PubMed
description Green brands have made considerable strides in recent years; however, their validity has been questioned due to green brand fraud. However, the influence of green brand authenticity on consumer online behavior is still lacking in the e-commerce boom era. This article presents a theoretical framework based on trust and self-determination theory to investigate the influence of green brand authenticity on electronic word-of-mouth (eWOM). The conclusions are drawn from an empirical examination of 292 valid responses. Green brand authenticity influences eWOM intent, which is mediated through brand trust. Self-concept consistency has a moderating effect on the relationship between green brand authenticity and brand trust. The findings paved the way for future green brand development, notably in terms of publicity and promotion. This article also describes its theoretical and management significance, limitations, and future research directions.
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spelling pubmed-84461862021-09-18 Untying the Influence of Green Brand Authenticity on Electronic Word-of-Mouth Intention: A Moderation–Mediation Model Xu, Yuhuan Du, Jianguo Shahzad, Fakhar Li, Xingwei Front Psychol Psychology Green brands have made considerable strides in recent years; however, their validity has been questioned due to green brand fraud. However, the influence of green brand authenticity on consumer online behavior is still lacking in the e-commerce boom era. This article presents a theoretical framework based on trust and self-determination theory to investigate the influence of green brand authenticity on electronic word-of-mouth (eWOM). The conclusions are drawn from an empirical examination of 292 valid responses. Green brand authenticity influences eWOM intent, which is mediated through brand trust. Self-concept consistency has a moderating effect on the relationship between green brand authenticity and brand trust. The findings paved the way for future green brand development, notably in terms of publicity and promotion. This article also describes its theoretical and management significance, limitations, and future research directions. Frontiers Media S.A. 2021-09-03 /pmc/articles/PMC8446186/ /pubmed/34539528 http://dx.doi.org/10.3389/fpsyg.2021.724452 Text en Copyright © 2021 Xu, Du, Shahzad and Li. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Psychology
Xu, Yuhuan
Du, Jianguo
Shahzad, Fakhar
Li, Xingwei
Untying the Influence of Green Brand Authenticity on Electronic Word-of-Mouth Intention: A Moderation–Mediation Model
title Untying the Influence of Green Brand Authenticity on Electronic Word-of-Mouth Intention: A Moderation–Mediation Model
title_full Untying the Influence of Green Brand Authenticity on Electronic Word-of-Mouth Intention: A Moderation–Mediation Model
title_fullStr Untying the Influence of Green Brand Authenticity on Electronic Word-of-Mouth Intention: A Moderation–Mediation Model
title_full_unstemmed Untying the Influence of Green Brand Authenticity on Electronic Word-of-Mouth Intention: A Moderation–Mediation Model
title_short Untying the Influence of Green Brand Authenticity on Electronic Word-of-Mouth Intention: A Moderation–Mediation Model
title_sort untying the influence of green brand authenticity on electronic word-of-mouth intention: a moderation–mediation model
topic Psychology
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8446186/
https://www.ncbi.nlm.nih.gov/pubmed/34539528
http://dx.doi.org/10.3389/fpsyg.2021.724452
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