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Multilevel Analysis of the Perceived Greenwashing Across Age Cohorts | ||
| International Journal of Business and Development Studies | ||
| مقالات آماده انتشار، پذیرفته شده، انتشار آنلاین از تاریخ 17 اسفند 1404 اصل مقاله (1.76 M) | ||
| نوع مقاله: Research Paper | ||
| شناسه دیجیتال (DOI): 10.22111/ijbds.2026.54570.2323 | ||
| نویسندگان | ||
| Ali Akbar Bromideh* 1؛ Manish Kumar Srivastava2؛ Ranjith PV3؛ Ezatollah Abbasian4 | ||
| 1Department of Marketing Management, Aras International Campus, University of Tehran, Tehran, Iran. | ||
| 2School of Business and Management, Christ University, Bangalore, India. | ||
| 3Operations and supply chain department. School of Management. Presidency University, Bengaluru, India | ||
| 4Financial Engineering Dept., Faculty of Management, University of Tehran, Tehran, Iran. | ||
| چکیده | ||
| Amid growing consumer demand for sustainability, corporate greenwashing—deceptive environmental marketing—has emerged as a significant threat to consumer trust. This study aims to develop a multilevel model to identify the key predictors of Perceived Greenwashing (PGW), with a specific focus on the role of generational cohorts in a cross-national context. A survey was conducted with 280 consumers from India and Iran. Multilevel Modelling (MLM) or Hierarchical Linear Modelling (HLM) was employed to analyse the data, with individuals (Level 1) nested within countries (Level 2), and predictors including generational cohort, awareness of greenwashing (AG), and exposure to greenwashing (EG). The analysis revealed that consumer awareness (β = 0.510) and exposure (β = 0.301) are the most powerful positive predictors of PGW. Critically, the widely assumed effect of generational cohort becomes non-significant after controlling for these experiential factors. Perceptions of industry type and regulations also emerged as significant, albeit smaller, predictors. The findings suggest that the perception of greenwashing is driven more by cognitive and experiential factors than by demographic identity. This study contributes to the literature by reframing the 'generational effect' as a function of information exposure and awareness. For practitioners, it underscores the importance of targeting consumer knowledge levels. | ||
| کلیدواژهها | ||
| Greenwashing؛ Multilevel Modeling (MLM)؛ Hierarchical Linear Modeling (HLM)؛ Generational Cohorts؛ Sustainability | ||
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آمار تعداد مشاهده مقاله: 12 تعداد دریافت فایل اصل مقاله: 14 |
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