Abstract Greenwashing practices can lead to consumer skepticism and negative perceptions of green marketing claims. Firms need to better understand how their claims and their corporate credibility play a role in consumers’ perceptions. This study features an experiment that examines different green marketing claim types and corporate credibility in terms of consumer skepticism and other consumer perceptual variables that are meaningful to firms. Results show that each of the manipulated variables have significant direct effects on multiple outcome variables. Additionally, results show an interaction between green marketing claim type and corporate credibility on consumer skepticism. Finally, implications and limitations are discussed.

中文翻译：

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消费者对绿色营销主张的认知：与主张类型和企业信誉之间关系的检验

摘要绿色清洗实践可能导致消费者怀疑和对绿色营销主张的负面认识。企业需要更好地了解其主张和企业信誉如何在消费者的观念中发挥作用。这项研究的一项特色实验是，根据消费者的怀疑态度和对企业有意义的其他消费者感知变量，研究不同的绿色营销主张类型和企业信誉。结果表明，每个受控变量对多个结果变量都有明显的直接影响。此外，结果表明，绿色营销声明类型与企业对消费者的怀疑度之间的相互作用。最后，讨论了含义和局限性。