The Buffering Effect of Consumers’ CSR-CA Beliefs on Corporate Greenwashing

School of Management, Shandong University, 250100 Shandong, China

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Abstract

In recent years, against the backdrop of a continuously expanding green consumer market and frequent instances of greenwashing by companies, consumer reactions to greenwashing have shown marked divergence; some companies have managed to achieve sales growth in the subsequent period even after engaging in greenwashing. This study focuses on the buffering effects of consumer beliefs regarding the relationship between corporate social responsibility and corporate capabilities (CSR-CA beliefs) on greenwashing behavior. By integrating literature review, questionnaire surveys and data analysis, the study defines core concepts, constructs a research model and formulates research hypotheses. Consumer data is collected through multiple channels to test these hypotheses, exploring the impact of greenwashing behavior on brand hypocrisy, negative word-of-mouth, brand avoidance, as well as the moderating role of CSR-CA beliefs and the mediating role of brand hypocrisy. The study aims to elucidate the underlying logic by which CSR-CA beliefs influence consumers’ responses to greenwashing, thereby addressing gaps in existing research. It seeks to provide theoretical and practical support to help businesses mitigate greenwashing risks, standardise green marketing practices, and guide consumers towards adopting rational green consumption attitudes.