Author(s)

Lingxue Bu

Corresponding Author

Lingxue Bu

Abstract

Greenwashing behavior has a great impact on the sustainable development of consumers. By integrating the theory of brand trust and brand rationality, this research intended to explore the relationship among crisis (product and greenwashing), brand trust and behavioral intention to consume green brand in Chinese. The data was collected from 200 consumers using structured questionnaires. The results show that: brand legitimacy plays a significant negative adjustment role in the influence of two crises on brand trust, and the regulation is more effective for the greenwashing; the product and the greenwashing crisis influence consumers' purchase intention through mediating effect of brand trust, thus better explained the "abnormal" phenomenon.Also, this study has significant implications for the development of the green brand producers that seek to develop intervention strategies aimed at increasing green brand in Chinese.

Keywords

Product Crisis; Greenwashing Crisis; Brand Trust; Brand Legitimacy; Purchase Intention