Journal
FRONTIERS IN PSYCHOLOGY
Volume 12, Issue -, Pages -Publisher
FRONTIERS MEDIA SA
DOI: 10.3389/fpsyg.2021.724452
Keywords
green brand authenticity; electronic word-of-mouth; brand trust; self-concept consistency; green development
Categories
Funding
- National Social Science Fund [18VSJ038]
- Postgraduate Research amp
- Practice Innovation Program of Jiangsu Province [CX10299]
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Green brand authenticity influences consumer eWOM behavior, mediated through brand trust. Self-concept consistency moderates the relationship between green brand authenticity and brand trust.
Green brands have made considerable strides in recent years; however, their validity has been questioned due to green brand fraud. However, the influence of green brand authenticity on consumer online behavior is still lacking in the e-commerce boom era. This article presents a theoretical framework based on trust and self-determination theory to investigate the influence of green brand authenticity on electronic word-of-mouth (eWOM). The conclusions are drawn from an empirical examination of 292 valid responses. Green brand authenticity influences eWOM intent, which is mediated through brand trust. Self-concept consistency has a moderating effect on the relationship between green brand authenticity and brand trust. The findings paved the way for future green brand development, notably in terms of publicity and promotion. This article also describes its theoretical and management significance, limitations, and future research directions.
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