Sajid, Muhammed and Zakkariya, K.A. and Mohd Suki, Norazah and Ul Islam, Jamid (2024) When going green goes wrong: The effects of greenwashing on brand avoidance and negative word-of-mouth. Journal of Retailing and Consumer Services, 78 (2024). pp. 1-9. ISSN 09696989

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Abstract

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

Item Type:	Article
Uncontrolled Keywords:	Greenwashing, Brand avoidance, NWOM, Brand hate, Brand hypocrite
Subjects:	H Social Sciences > HF Commerce
Divisions:	Othman Yeop Abdullah Graduate School of Business
Depositing User:	Mr. Izhar Hj. Hashim
Date Deposited:	10 Nov 2026 08:12
Last Modified:	10 Nov 2026 08:12
URI:	https://repo.uum.edu.my/id/eprint/34961

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