Consumer attitudes towards greenwashing scandals : the moderating effect of gender and personality
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/41225 |
Resumo: | This study aims to investigate how gender and the five personality traits affect the link between Greenwashing, Brand Trust, Word-of-Mouth, and Purchase Intention. Two groups, an experimental group and a control group, were selected as the study's subject. A before-and-after metric were also created in order to more accurately assess the impact of greenwashing controversy. In order to test the study hypotheses, data from 222 individuals were gathered using a survey approach. As a result, it was discovered that when faced with a greenwashing scandal, there is a negative impact on Brand Trust, Word-of-Mouth, and Purchase Intention. Furthermore, when faced with a sustainability label, the respondents showed higher sensitivity to the Greenwashing Scandal. Regarding personalities, no personality fully moderated the relationship between the Greenwashing Information and the dependent variables. Gender moderates the relationship on the two dependent variables, Brand Trust and Purchase Intention. Studies from the past define greenwashing and looked at how it affects business success. To the best of the author's knowledge, this study is the first to investigate the moderating effect of personality and gender. Managers need to be aware that brand relationships suffer as a result of greenwashing, which also has a negative impact on consumers' intentions to make purchases. Limitations and implications are discussed, as well as future research directions. |
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Consumer attitudes towards greenwashing scandals : the moderating effect of gender and personalityPurchase intentionBrand trustGreenwashingWord-of-mouthPersonality traitsGenderIntenção de compraConfiança na marcaBoca-a-bocaTraços de personalidadeGéneroDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis study aims to investigate how gender and the five personality traits affect the link between Greenwashing, Brand Trust, Word-of-Mouth, and Purchase Intention. Two groups, an experimental group and a control group, were selected as the study's subject. A before-and-after metric were also created in order to more accurately assess the impact of greenwashing controversy. In order to test the study hypotheses, data from 222 individuals were gathered using a survey approach. As a result, it was discovered that when faced with a greenwashing scandal, there is a negative impact on Brand Trust, Word-of-Mouth, and Purchase Intention. Furthermore, when faced with a sustainability label, the respondents showed higher sensitivity to the Greenwashing Scandal. Regarding personalities, no personality fully moderated the relationship between the Greenwashing Information and the dependent variables. Gender moderates the relationship on the two dependent variables, Brand Trust and Purchase Intention. Studies from the past define greenwashing and looked at how it affects business success. To the best of the author's knowledge, this study is the first to investigate the moderating effect of personality and gender. Managers need to be aware that brand relationships suffer as a result of greenwashing, which also has a negative impact on consumers' intentions to make purchases. Limitations and implications are discussed, as well as future research directions.O objetivo deste estudo é investigar como o género e traços de personalidade afetam a ligação entre Greenwashing, Confiança na Marca, Boca-a-Boca e Intenção de Compra. Dois grupos, um grupo experimental e um grupo de controlo, foram selecionados como sujeitos do estudo. Métricas antes-e-depois também foram criadas para avaliar o impacto da controvérsia. Para testar as hipóteses do estudo, os dados de 222 indivíduos foram recolhidos usando um questionário. Como resultado, diante de uma controvérsia de Greenwashing, há um impacto negativo na Confiança na Marca, em Boca-a-Boca e em Intenção de Compra. Ainda, quando confrontados com uma etiqueta de sustentabilidade, os participantes mostraram maior sensibilidade ao escândalo de Greenwashing. Em relação às personalidades, nenhuma personalidade moderou totalmente a relação entre a Informação de Greenwashing e as variáveis dependentes. O género modera a relação com duas variáveis dependentes, Confiança na Marca e Intenção de Compra. Estudos passados definem Greenwashing e analisam como isso afeta o sucesso dos negócios. Do melhor conhecimento do autor, este estudo é o primeiro a investigar o efeito moderador da personalidade e do género. Gerentes de qualquer empresa precisam de estar cientes que o relacionamento com a marca sofre com o Greenwashing, e tem um impacto negativo nas intenções de compra. Limitações e implicações são discutidas, e direções de pesquisas futuras.Fernandes, DanielVeritati - Repositório Institucional da Universidade Católica PortuguesaFaleiro, Carolina de Seixas Gonçalves2023-05-26T09:26:40Z2023-01-2520222023-01-25T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/41225TID:203278305enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:46:48Zoai:repositorio.ucp.pt:10400.14/41225Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:33:53.528829Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Consumer attitudes towards greenwashing scandals : the moderating effect of gender and personality |
title |
Consumer attitudes towards greenwashing scandals : the moderating effect of gender and personality |
spellingShingle |
Consumer attitudes towards greenwashing scandals : the moderating effect of gender and personality Faleiro, Carolina de Seixas Gonçalves Purchase intention Brand trust Greenwashing Word-of-mouth Personality traits Gender Intenção de compra Confiança na marca Boca-a-boca Traços de personalidade Género Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Consumer attitudes towards greenwashing scandals : the moderating effect of gender and personality |
title_full |
Consumer attitudes towards greenwashing scandals : the moderating effect of gender and personality |
title_fullStr |
Consumer attitudes towards greenwashing scandals : the moderating effect of gender and personality |
title_full_unstemmed |
Consumer attitudes towards greenwashing scandals : the moderating effect of gender and personality |
title_sort |
Consumer attitudes towards greenwashing scandals : the moderating effect of gender and personality |
author |
Faleiro, Carolina de Seixas Gonçalves |
author_facet |
Faleiro, Carolina de Seixas Gonçalves |
author_role |
author |
dc.contributor.none.fl_str_mv |
Fernandes, Daniel Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Faleiro, Carolina de Seixas Gonçalves |
dc.subject.por.fl_str_mv |
Purchase intention Brand trust Greenwashing Word-of-mouth Personality traits Gender Intenção de compra Confiança na marca Boca-a-boca Traços de personalidade Género Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Purchase intention Brand trust Greenwashing Word-of-mouth Personality traits Gender Intenção de compra Confiança na marca Boca-a-boca Traços de personalidade Género Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
This study aims to investigate how gender and the five personality traits affect the link between Greenwashing, Brand Trust, Word-of-Mouth, and Purchase Intention. Two groups, an experimental group and a control group, were selected as the study's subject. A before-and-after metric were also created in order to more accurately assess the impact of greenwashing controversy. In order to test the study hypotheses, data from 222 individuals were gathered using a survey approach. As a result, it was discovered that when faced with a greenwashing scandal, there is a negative impact on Brand Trust, Word-of-Mouth, and Purchase Intention. Furthermore, when faced with a sustainability label, the respondents showed higher sensitivity to the Greenwashing Scandal. Regarding personalities, no personality fully moderated the relationship between the Greenwashing Information and the dependent variables. Gender moderates the relationship on the two dependent variables, Brand Trust and Purchase Intention. Studies from the past define greenwashing and looked at how it affects business success. To the best of the author's knowledge, this study is the first to investigate the moderating effect of personality and gender. Managers need to be aware that brand relationships suffer as a result of greenwashing, which also has a negative impact on consumers' intentions to make purchases. Limitations and implications are discussed, as well as future research directions. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022 2023-05-26T09:26:40Z 2023-01-25 2023-01-25T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/41225 TID:203278305 |
url |
http://hdl.handle.net/10400.14/41225 |
identifier_str_mv |
TID:203278305 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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