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EMAC 2022 Annual

The impact of green strategies and greenwashing on trust and purchase intention in companies once caught in moral transgressions

Published: May 24, 2022


Christian Munaier, FEAUSP - University of São Paulo; Fernando Miyazaki, FEAUSP - University of São Paulo; Jose Mazzon, University of Sao Paulo


Main goals: Trust is a critical component of lasting relationships and purchase intentions. Moral deviations harm trust as consumers are less tolerant of wrongdoings. Adopting and communicating sensitive issues as sustainable production may improve trust. Thus, the first objective was analyzing the impact of green agendas on trust and purchase intention to transgressive brands. Likewise, analyze the impact on these if the green actions are greenwashing. Findings: The greater the ecological consciousness, the lower the trust in a deviating brand. Even for these brands, legitimation strategies positively impact trust and purchase intention, but they drop if greenwashing is detected. Conclusions: The importance of brand trust for purchase intent was tested. In sustainable consumption, the greater the ecological consciousness, the lower the trust in transgressive brands. Institutional legitimation actions may be suitable for companies with flawed reputations. However, it has to be legitimate.