Differentiating between a genuine environmental strategy and greenwashing: evidence from the cooperative banking sector

• Type: Article in International Scientific Journal
• Date: 2025

Authors

Proença, CAN (Author) Other; Coelho, AFD (Author) Other; Fernandes, C (Author) FEP; Ferreira, JJM (Author) Other

Journal

Title: International Journal of Bank Marketing

ISSN: 0265-2323

Publisher: Emerald

Indexing

ISI Web of Knowledge - 0 Citations

Scopus - 0 Citations

Other information

Authenticus ID: P-018-SFK

DOI: 10.1108/ijbm-09-2024-0555

Abstract (EN): PurposeThis study aims to investigate the impact of corporate social responsibility (CSR) on brand community commitment. It also aims to explore the moderating effect of greenwashing on the relationship between this community commitment and brand loyalty, brand image and brand authenticity, in the cooperative banking sector.Design/methodology/approachThe survey was presented to bank clients with accounts domiciled in Portuguese cooperative banks. A final total of 391 valid responses were obtained. The distribution of questionnaires was performed with the cooperation of 25 customer account managers that invited their customers to fill out the questionnaire and leave it in a box in the agency, with anonymity totally guaranteed.FindingsThe results allow us to support our hypotheses. We find that perceived CSR positively influences brand community commitment. Additionally, we also observed that brand community commitment has a positive impact on brand loyalty, brand image and brand authenticity, with these effects being more pronounced when greenwashing is at a low level. Finally, we found that brand community commitment mediates the relationship between perceived CSR and the brand-related outcomes.Originality/valueBased on the proposed research model, this study adopts a novel approach by investigating the impact of the genuinity of CSR on brand community commitment, introducing the moderating effect of greenwashing on the relationship between this community commitment and brand loyalty, brand image and brand authenticity. Our study contributes to a deeper understanding of this research area, providing valuable insights for both theory and practice.

Language: English

Type (Professor's evaluation): Scientific

No. of pages: 27