Understanding Consumers' Greenwashing Perceptions: The Interplay of Transparency, Comparative Advertising and Institutional Logics
(A2026-132853)

AUTHORS

Lennert Schleßelmann, University of Bremen; Michael Schade, University of Bremen; Christoph Burmann, University of Bremen; Alexander Steding, markstones Institute of Marketing, Branding & Technology, University of Bremen; Jonas Küpker, University of Bremen

ABSTRACT

Green brands, despite genuinely implementing sustainable practices, increasingly face accusations of greenwashing, which fuels consumer skepticism and undermines trust in their sustainability communication. This highlights the need for effective communication strategies that reduce the residual risk of being perceived as misleading. Yet, this challenge remains understudied in the literature. Addressing this gap, the present research will test a moderated moderation model to empirically examine how transparency in brand communication shapes consumers’ perceived greenwashing, and how this effect is conditioned by the use of framing techniques (i.e., comparative advertising) and differing institutional logics in Germany and South Africa. This cross-country approach provides novel insights into how contextual factors influence the effectiveness of green brands’ sustainability communication.