Degree
Doctor of Philosophy (PhD)
Department
Department of Textiles, Apparel Design and Merchandising
Document Type
Dissertation
Abstract
To address the research gap in systematic greenwashing research, this study is grounded in the Greenwashing Cycle Theory (GCT) proposal. GCT is a systematic and potentially sequential process spanning firm-level, vicarious-level, product-level, and service-level greenwashing, with executional-level greenwashing potentially present at any stage. Through the application of generational cohort theory, psychological contract theory, stimulus-organism theory, and the spillover phenomenon, a potential research gap has been identified, and a conceptual model has been developed to address related research questions. Four levels of greenwashing stimuli have been established, and 906 valid responses have been collected from the cloud research online platform. Two-way ANOVA test results indicated that different levels of greenwashing create diverse perceptions and interpretations among consumers. The interpretation of greenwashing varies across generations. Multi-group structural equation modeling results indicated that when greenwashing is interpreted as a higher-order internal belief (corporate hypocrisy), it leads to an extreme response from consumers. There is a difference in perception and interpretation of greenwashing. At each level of greenwashing perception, the consumer initiates offline NWOM, brand switching, and brand distance intention. A psychological contract exists between the luxury fashion consumer and the brand. Breaking this promise triggers such extreme responses. Consumers exhibit heightened reactivity to firm and service-level greenwashing within the fashion business. The spillover phenomenon of greenwashing has been observed at all levels of greenwashing, with a particular prominence in service and firm-level greenwashing. After experiencing one level of greenwashing within the luxury brand's greenwashing cycle, consumers are likely to form an overall evaluation of the brand. Not all manifestations of greenwashing will prompt knowledgeable consumers to escalate their responses to luxury brands. Some levels of greenwashing response are emotion-dominant rather than knowledge-dominant. The luxury fashion brand and the FTC should include firm, vicarious, product, and service-level greenwashing management in the manual to establish a systematic process for combating greenwashing. Luxury brands should exercise caution in their sustainability communication and presentation of tangible and intangible benefits within the fashion value chain. Potential theoretical and managerial implications were provided based on the research findings.
Date
7-11-2025
Recommended Citation
Haque, Md Nazmul, "FASHION CONSUMERS RESPONSE TO FIRM, VICARIOUS, PRODUCT, AND SERVICE LEVEL GREENWASHING: A MULTI-GROUP STRUCTURAL EQUATION MODELING APPROACH" (2025). LSU Doctoral Dissertations. 6855.
https://repository.lsu.edu/gradschool_dissertations/6855
Committee Chair
Lang, Chunmin
DOI
10.31390/gradschool_dissertations.6855