The study of the effect of rebranding practices on brand performance towards customer-focused dimensions - A rebranding case of Big C in the retail industry

Abstract

According to this study, corporations are increasingly using greenwashing to stay competitive with their competitors. Using the cognition–affect–behavior (C-A-B) theory, this study investigates Greenwashing's impact on green buying intent, with green skepticism mediating this negative association. Simultaneously, it focuses on the moderating of information and knowledge in the influence of greenwashing on the intentions to purchase green products. The information is collected from 236 customers who took part in an online survey and had purchased and used The Body Shop items. Greenwash is negatively correlated with green purchasing intention, according to multivariate data analysis, and green skepticism mediates this negative connection. Furthermore, the moderating impact of knowledge and information is confirmed. These findings add to what we already know about the connection between Greenwash and green buying intent. They're also vital for corporations or enterprises to decrease customer skepticism and improve their willingness to buy green cosmetic