The Green Scene and The Betrayal Behind Eco-Friendly Marketing

Abstract

The study aims to investigate how Pragmatic legitimacy impacts organizations, causing them to falsely claim they are green brands, thereby engaging in greenwashing that makes consumers feel betrayed. Survey method was employed to collect data from 700 respondents. A non-probability convenience sampling technique was employed for data collection. Questionnaires were analyzed using SPSS for data analysis. Structural Equation Modelling (SEM) with Maximum Likelihood Estimation (MLE) was employed using AMOS 23. In the structural model tested with AMOS, we found that our construct had a significant relationship, thereby confirming the primary objective of our study. Pragmatic legitimacy creates such conditions for brand managers that they tend to claim to be green falsely. The study's findings would essentially assist consumers, who are the ultimate victims of greenwashing. By understanding the factors that contribute to greenwashing, consumers can make more informed purchasing decisions, thereby reducing the prevalence of deceptive marketing practices. This study will be important in enhancing the understanding of academicians regarding greenwashing as a precursor to corporate legitimacy. Due to time constraints, the study employed a cross-sectional design to examine the impact of various factors on consumers. This design, although efficient, may not fully capture the complexity of the relationships between variables. The study's sample size was limited, and a convenience sampling technique was employed, which could introduce bias into the results. These limitations should be taken into account when interpreting the findings of this study. This study explores the concept of how pragmatic legitimacy can lead to greenwashing, ultimately undermining consumers' perceptions of a brand's moral and ethical responsibility, which has a negative impact on the brand.