A Review of the Factors Influencing Greenwashing and Green Brand Equity: A Research Agenda
Abstract
Purpose: To identify the elements or factors that influence the relationship between greenwashing and green brand equity.
Design/methodology: To carry out this study, we adopted an exploratory methodology with a qualitative approach, conducting a concept search that identified key authors and a documentary analysis that established associated factors.
Findings: This study revealed that the factors linked to this relationship include green trust, green brand image, brand credibility, green satisfaction, green brand association, green concern, green confusion, green brand attitude, word of mouth, brand avoidance, green perceived risk, green brand perceived value, green loyalty, and green brand legitimacy. These have been studied in the literature and have different roles in this relationship depending on the context.
Conclusions: It is concluded that this relationship is an underexplored area of research. However, it presents an opportunity to deepen our understanding of the effects of greenwashing on different brands, mediated by the factors mentioned above.
Originality: This study expands the analysis of the impacts of greenwashing on green brand equity by identifying the factors that influence or may mediate this relationship. It also suggests possible future research directions, establishing the factors that can be studied in different contexts.
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