Environmental (green) topics have been explored for decades, and consumers have gradually become aware of beneficial products to our environment. However, various so-called green products in the market have confused consumers as to which ones are actually green products. Moreover, green advertisement directly or indirectly affects consumer trust of an organization and its products. Therefore, this study first explored the effect of response to green advertising (RGA) on green wash (GW), corporate social responsibility brand differentiation (CSRBD), and leadership (LS), and subsequently examined the influence of GW on green consumer confusion (GCC) and green trust (GT). The relationship of GCC, value equity (VE), and GT was also explored, and the influence of CSRBD on value VE and organizational association to GT was investigated. This study discusses the effect of LS on organizational association and GT. Finally, this study explored the moderating effects of purchasing green products.
The study participants were people who were familiar with or had purchased green-brand products and had seen green advertisements. A total of 1264 valid questionnaires were collected and statistical software AMOS 20.0 was used to analyze the research hypotheses, which were examined using structural equation modeling (SEM). The hypotheses of this study are all supported. First, RGA is negatively associated with GW, and is positively associated with CSRBD and LS. GW has positive effects on GCC. Moreover, CSRBD positively influences both VE and organization association (OA). The relationship between LS and organizational association is significant. Furthermore, VE and GT are both negatively affected by GCC. VE is positively associated with GT. OA also has significant influence on GT. The experience of purchasing or nonpurchasing green products has moderating effects in this study. Finally, this study offers several relevant managerial and theoretical implications for green practitioners and discusses the research directions for future studies.