Morally transgressive companies and sustainable guidelines: seeking redemption or abusing trust?

Abstract Purpose This study aims to evaluate the impact of a sustainable production action on consumer trust and purchase intention by a company involved in moral transgression and also analyze the effect on consumer trust and purchase intention if a company, after green marketing, is identified as greenwashing spreader. Design/methodology/approach This quantitative nature (n = 121) study uses scale’s discriminant and convergent validity analyses, structural equation modeling and Student’s t-test. Findings Even for previously morally transgressive brands, actions of social legitimation,...

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