When Trust and Distrust Come Into Play: How Green Concern, Scepticism and Communication Affect Customers' Behaviour?

Libena Tetrevova; Michaela Kotkova Striteska; Ondrej Kuba; Vineeth Prakash; Viktor Prokop

doi:10.1002/bse.4144

journal article Open Access Jan 25, 2025

When Trust and Distrust Come Into Play: How Green Concern, Scepticism and Communication Affect Customers' Behaviour?

Libena Tetrevova

Michaela Kotkova Striteska

Ondrej Kuba Vineeth Prakash Viktor Prokop

Business Strategy and the Environment Vol. 34 No. 3 pp. 3311-3337 · Wiley

View at Publisher Save 10.1002/bse.4144

Abstract

ABSTRACTWhat happens when already sceptical customers start questioning company communication? Encouraged by the vague answers to this question, our study extends existing knowledge about the effects of customers' environmental concern, scepticism and communication on green purchasing intention (GPI) and green purchasing behaviour (GPB) across environmentally controversial industries—namely, textile and clothing and food industries. Using our own primary data collected in November 2023 and covering 1001 customers in the Czech Republic, where the issue of sustainability is generally on the back burner, we show that customers' increased environmental concern can completely change the relationship between environmental scepticism and GPI, thereby leading to positive effects. What is interesting and new is the finding that trust and distrust can act as significant mediators of the relationships investigated thus far. Moreover, as soon as customers start to examine companies' practices and their credibility in more detail, the previously positive relationship between environmental communication and GPI can become negative.

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Details

Published: Jan 25, 2025
Vol/Issue: 34(3)
Pages: 3311-3337
License: View

Authors

L

Libena Tetrevova

Faculty of Chemical Technology University of Pardubice Pardubice Czech Republic

M

Michaela Kotkova Striteska

Faculty of Economics and Administration University of Pardubice Pardubice Czech Republic

O

Ondrej Kuba

Faculty of Economics and Administration University of Pardubice Pardubice Czech Republic

V

Vineeth Prakash

Faculty of Chemical Technology University of Pardubice Pardubice Czech Republic

V

Viktor Prokop

Faculty of Economics and Administration University of Pardubice Pardubice Czech Republic

Cite This Article

Libena Tetrevova, Michaela Kotkova Striteska, Ondrej Kuba, et al. (2025). When Trust and Distrust Come Into Play: How Green Concern, Scepticism and Communication Affect Customers' Behaviour?. Business Strategy and the Environment, 34(3), 3311-3337. https://doi.org/10.1002/bse.4144

When Trust and Distrust Come Into Play: How Green Concern, Scepticism and Communication Affect Customers' Behaviour?

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