Unveiling the linkages between greenwashing, brand hate, and negative consumer behavior: the moderating effect of environmental concern
Abstract Numerous companies are striving to improve their environmental reputation by highlighting their sustainability initiatives to the public. To do this, they are adopting green marketing strategies to gain a competitive advantage and appeal to environmentally aware consumers. However, not all...
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| Main Authors: | , , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Springer
2025-05-01
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| Series: | Discover Sustainability |
| Subjects: | |
| Online Access: | https://doi.org/10.1007/s43621-025-01179-9 |
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