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首页> 外文期刊>Asian Journal of Marketing >Interplay of Mediating Factors in the Relationship between Greenwashed Labels and Consumers' Trust
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Interplay of Mediating Factors in the Relationship between Greenwashed Labels and Consumers' Trust

机译：绿色标签和消费者信任之间的中介因素之间的相互作用

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Background and Objective: Greenwashing as a concept has lately appeared to attract the attention of several practitioners and scholars. This study aims to examine the effects of greenwashed labels on Lebanese consumers? trust, while accounting for the mediating role that personal, social and environmental factors play. Materials and Methods: An online questionnaire was addressed to a sample of 227 consumers aged between 19 and 24 years old, in order to investigate their opinion towards labels that feature particular green attributes on chocolate bars. This study adopts exploratory factor analysis and structural equation modeling for the analysis of data. Results: A negative association exists between greenwashed labels and consumers? trust. The presence of personal and environmental factors as mediators between greenwashed labels and consumers? trust does not indicate remarkable influence. Social factors alone are seen to play the mediating role that affects the relation of the relevant variables. Conclusion: The suspicious greenwashing practices of many corporations have today raised consumers? concerns. In general, many Lebanese consumers currently hold unfavorable perspectives towards products that feature unverified green claims on their labels. Corporations targeting the Lebanese market should therefore diminish their greenwashing activities and design truthful labels that generate trust among consumers.
机译：背景与目的：绿色清洗作为一种概念近来似乎引起了一些从业者和学者的关注。这项研究旨在研究水洗标签对黎巴嫩消费者的影响？信任，同时考虑个人，社会和环境因素所起的中介作用。材料和方法：针对227位年龄在19至24岁之间的消费者的样本进行了在线问卷调查，以调查他们对巧克力棒具有特定绿色属性的标签的看法。本研究采用探索性因子分析和结构方程模型进行数据分析。结果：绿色标签和消费者之间存在负相关关系？相信。是否存在个人和环境因素作为绿色标签和消费者之间的调解人？信任并不表示影响显着。人们认为仅社会因素就发挥了影响相关变量之间关系的中介作用。结论：今天，许多公司的可疑绿色清洗做法引起了消费者的注意？关注。总体而言，当前许多黎巴嫩消费者对标签上未经过验证的绿色声明的产品持不利态度。因此，针对黎巴嫩市场的公司应减少其绿色清洗活动并设计真实的标签，以在消费者之间建立信任。

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