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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...
Autores principales: | , , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Frontiers Media S.A.
2021
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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. |
format | Online Article Text |
id | pubmed-8446186 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2021 |
publisher | Frontiers Media S.A. |
record_format | MEDLINE/PubMed |
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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