그린워싱이 친환경 마케팅 효과를 저해하는 역할 탐구

This study examines the mechanisms through which green marketing affects repurchase intention in the electric vehicle sector, with particular focus on the mediating roles of green brand image and customer loyalty, and the moderating effect of perceived greenwashing. Although previous studies have explored green marketing’s influence on consumer behavior, few have identified the specific psychological and relational pathways through which it promotes long-term consumer engagement. In the context of China’s growing EV market, this study addresses a gap by empirically testing a conceptual model grounded in signaling theory and the Theory of Planned Behavior. A structural equation modeling (SEM) approach was adopted, and data were collected from 576 consumers with EV purchasing experience. Green brand image and customer loyalty were identified as sequential mediators linking green marketing to repurchase intention, while greenwashing was found to significantly moderate key relationships by diminishing the credibility and impact of green claims. The findings underscore the need for consistent, transparent environmental messaging to sustain consumer trust and behavioral commitment. Theoretical and practical implications for sustainable branding and consumer relationship management are discussed.