How does ambiguous green communication dampen self-brand connection? From the perspective of expectancy violation theory

Purpose Many organizations started using green marketing to demonstrate their environmental efforts; however, this often compromises authenticity, giving significant rise to “greenwashing”. Grounded in expectancy violation theory (EVT) and contingency theory, this study empirically examines a conceptual model linking perceived greenwashing (PGW) to self-brand connection (SBC), both directly and indirectly through psychological contract violation (PCV), while also testing the moderating role of consumers’ environmental knowledge (EK) in direct and indirect relationships. Design/methodology/approach Data on two brands positioned as green or eco-friendly were collected from 497 consumers and analysed using the PROCESS macro to test the proposed conceptual model. Findings The results found that PGW negatively affects SBC, and PCV mediates (partially) the PGW–SBC link. Moreover, consumers’ EK moderates the direct and indirect relationships such that the effects of PGW become amplified for consumers with high EK. Research limitations/implications Based on the study’s findings, practitioners can gain valuable insights for developing effective communication strategies in pursuit of sustainable performance. Practical implications In the hyper-competitive green market, consumers’ perceptions of firms’ green communication and consumer–brand relationships are of paramount importance. This study provides actionable insights for managers, especially in emerging economies, aiming to build trust and credibility through transparent and responsible green communication. Originality/value Based on the EVT paradigm, this study attempts to explain and answer why and how PGW negatively affects SBC directly and indirectly with the intervening role of PCV. Furthermore, the study contends that these effects are dependent on the contingency factor – EK – which provides additional insight into the PGW-SBC relationships.