그린워싱이 그린 구전의도에 미치는 영향: 그린신뢰의 매개효과와 자기통제력의 조절효과

This study aims to examine the impact of greenwashing on consumers' green word-of-mouth intentions, and to explore the mediating role of green trust and the moderating effect of self-control, an individual psychological characteristic, in this relationship. For empirical analysis, an online survey was conducted on 302 adults in the second half of 2023, and the collected data was analyzed using SPSS 27.0 and PROCESS Macro 4.1 programs. The analysis results showed that greenwashing had a significant negative effect on green trust and green word-of-mouth intentions. Additionally, green trust was found to have a positive impact on green word-of-mouth intentions and mediate the relationship between greenwashing and green word-of-mouth intentions. The negative impact of greenwashing on green word-of-mouth intentions was stronger among consumers with high self-control. The research results provide a deeper understanding of the impact of greenwashing by considering the mechanism of consumer behavior in the cosmetics industry, where greenwashing frequently occurs. Furthermore, by emphasizing the need for differentiated segmentation strategies according to consumer characteristics, it is expected to contribute to companies developing more effective and ethical strategies.