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 i...

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 a...

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...

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...

Why science must reinforce its social contract