Research Journal of Human and Social Aspects

Earning the green halo: A sequential model of trust, authenticity, and brand image in online sustainability marketing

This research analyses whether green trust and brand authenticity form a link or chain that forwards its effect rather than just treating green marketing in online scenario as something which has direct impact on image of brand. So, on this logic, signaling theory comes in and sustainability claims act as signals and its credibility is something which generates trust. In this research we state that trust on content is a condition infect precondition for the variable authenticity. The brand is only treated as original rather than green washing when customers have the trust on the sustainability claim the brand says and it shapes the brand image. So, to understand and study this, a survey of 500 Genz customers was done using PLS-SEM in SmartPLS. Results show that OGM has direct and significant positive impact on both variables, i.e. green trust and brand image. But the most interesting and valuable result was the indirect link, green trust and authenticity both account for a very meaningful share of online green marketing’s impact on brand image as whole, and its works in sequence rather than just a separate unrelating things. The contribution is not just another claim that online sustainability works, this research sketches a very clear picture of the route that customer’s mindset takes towards brand image. 

Research Journal of Human and Social Aspects

Authentic Green Marketing; Building Trust through Green Products Marketing

The study analyzes the idea of authentic green marketing and the way it helps consumers of green products establish trust. As environmental concerns have grown, green marketing has become a key company strategy. Authentic green marketing is essential for sustainable development. The study looks into the elements that affect consumers' faith in green products, such as perceived value, satisfaction, and word-of-mouth

Greenwashing in Slovenia: Environmental Claims and Consumer Trust

The article conceptually examines the relationship between perceived greenwashing and consumer trust in Slovenia. It treats environmental claims as signals of responsibility, credibility and institutional compliance. Based on a narrative synthesis of the literature, it explains that perceived greenwashing reduces trust mainly through consumer confusion, perceived risk and scepticism. The Slovenian context is interpreted through European regulation, digital reputation dynamics, price sensitivity and the role of locality. The article also offers recommendations for companies, policy-makers and consumer protection organisations.

Credibility and consumer-based brand equity: A multidimensional ‘between-within’ perspective in low involvement settings

This study adopts a multidimensional ‘between-within’ perspective of credibility to investigate the impact of celebrity credibility on consumer-based brand equity (CBBE) and the mediating role of brand credibility in this relationship, with each construct conceptualized and operationalized as multidimensional. To do so, this study surveys 338 young consumers of carbonated soft drinks, a low involvement setting

Why science must reinforce its social contract