The influence of greenwashing perceptions on consumer purchase intentions in the Chinese fashion industry

The influence of greenwashing perceptions on consumer purchase intentions in the Chinese fashion industry

With increasing consumer awareness of environmental issues, green marketing has gained prominence in the fashion industry. However, the rise of greenwashing has raised concerns about its impact on consumer behavior. The study aims to investigate the influence of greenwashing perceptions on consumer...

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Bibliographic Details
Main Authors: Jiawei Yu, Yiting Yang, Hongyan Wang
Format: Article
Language:English
Published: LLC "CPC "Business Perspectives" 2025-02-01
Series:Innovative Marketing
Subjects:
brand loyalty
fashion industry
green marketing
green skepticism
greenwashing
purchase intentions
Online Access:https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/21542/IM_2025_01_Yu.pdf
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