Consumer’s Environmental Knowledge: Green Washing and Brand Hate

Abstract

Greenwashing of brands is increasing in the contemporary Pakistani market. The consumers with environmental knowledge and leapfrogging from brands for their greenwashing. The survival of brands in the market has become a challenge and brand hate has emerged. The objective of this study is to understand the impact of greenwashing, green purchasing, and negative WOM on brand hate with moderating role of consumer environmental knowledge. This research is based on primary data and responses are collected by brand consumers with a random sampling technique. The study concludes that green purchasing by consumers and their environmental knowledge can increase brand hate if the brands are greenwashing. This research has significant implications that are important to adopt by modern brands in Pakistani marketing to avoid negative WOM marketing and leapfrogging. This study contributes a significant theoretical framework to the body of knowledge. The relationship explained by this research has managerial implications to avoid the elements of brand hate in Pakistan. Future directions of this research have further areas of research to enrich the literature on consumer purchasing and brand hate.