When going green goes wrong: The effects of greenwashing on brand avoidance and negative word-of-mouth

This study analyzes the impact of greenwashing on brand avoidance and Negative Word-of-Mouth (NWOM) using a scenario-based survey conducted in malls/supermarkets. Leveraging the Stimulus-Organism-Response model, the study demonstrates how greenwashing leads to brand hate and hypocrite, influencing consumers to avoid brands and engage in NWOM. Findings stress the need for authentic, transparent environmental practices in brand communication to reduce greenwashing perceptions. This research confirms greenwashing's negative brand effects and introduces new insights into greenwashing-brand avoidance and NWOM dynamics, contributing to the existing literature and emphasizing methodological rigor.