How does greenwashing affect green branding equity and purchase intention? An empirical research


AKTURAN U.

MARKETING INTELLIGENCE & PLANNING, vol.36, no.7, pp.809-824, 2018 (Journal Indexed in SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 36 Issue: 7
  • Publication Date: 2018
  • Doi Number: 10.1108/mip-12-2017-0339
  • Title of Journal : MARKETING INTELLIGENCE & PLANNING
  • Page Numbers: pp.809-824

Abstract

Purpose - The purpose of this paper is to explore the relationship among greenwashing, green brand equity, brand credibility, green brand associations and purchase intention.