[ L’impact du Greenwashing sur la satisfaction verte des clients, la qualité perçue verte des produits ainsi que le bouche à oreille vert ]
Volume 24, Issue 1, August 2018, Pages 96–108
Badr Kharifi1, Kaoutar Berrada2, and Fatiha Adyoubah3
1 Department Economie et Gestion, Université Moulay Ismail, Groupe de Recherche en Economie et Gestion, Faculté des Sciences Juridiques, Economiques et Sociales, Meknès, Maroc
2 Department Economie et Gestion, Université Moulay Ismail, Groupe de Recherche en Economie et Gestion, Faculté des Sciences Juridiques, Economiques et Sociales, Meknès, Maroc
3 Department Economie et Gestion, Université Moulay Ismail, Faculté des Sciences Juridiques, Economiques et Sociales, Meknès, Maroc
Original language: French
Copyright © 2018 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Today, going green is an expression we see more and more in every business environment. Green marketing is practiced by companies to show their ecological efforts related to their products or services and their effects on the environment. Whenever this demonstration is misleading, it may be subtle in form but highly detrimental in its consequences. This is called "Greenwashing", meaning companies try to paint their image in green. Our article explores the impact of the Greenwashing concept on green customer satisfaction, perceived green product quality and green word of mouth. It is a quantitative and exploratory-descriptive study that deals with a recent and little exploited subject. The purpose of this article is to examine the effect of greenwashing on the perceived green quality of products, green customer satisfaction and green word of mouth, more precisely to see what is there. negative or positive impact between these four variables. The focus of this article is on Moroccan consumers - students - who have the experience of buying a Moroccan product that claims to be 100% organic. We will therefore try to verify the application of the model of YS Chen, CL Lin and CH Chang in a Moroccan context and to see the link between greenwashing and the perceived green quality of the products, the green satisfaction of customers and word of mouth green.
Author Keywords: Greenwashing, green satisfaction, perceived green quality, green word of mouth, exploratory study, Moroccan context.
Volume 24, Issue 1, August 2018, Pages 96–108
Badr Kharifi1, Kaoutar Berrada2, and Fatiha Adyoubah3
1 Department Economie et Gestion, Université Moulay Ismail, Groupe de Recherche en Economie et Gestion, Faculté des Sciences Juridiques, Economiques et Sociales, Meknès, Maroc
2 Department Economie et Gestion, Université Moulay Ismail, Groupe de Recherche en Economie et Gestion, Faculté des Sciences Juridiques, Economiques et Sociales, Meknès, Maroc
3 Department Economie et Gestion, Université Moulay Ismail, Faculté des Sciences Juridiques, Economiques et Sociales, Meknès, Maroc
Original language: French
Copyright © 2018 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Abstract
Today, going green is an expression we see more and more in every business environment. Green marketing is practiced by companies to show their ecological efforts related to their products or services and their effects on the environment. Whenever this demonstration is misleading, it may be subtle in form but highly detrimental in its consequences. This is called "Greenwashing", meaning companies try to paint their image in green. Our article explores the impact of the Greenwashing concept on green customer satisfaction, perceived green product quality and green word of mouth. It is a quantitative and exploratory-descriptive study that deals with a recent and little exploited subject. The purpose of this article is to examine the effect of greenwashing on the perceived green quality of products, green customer satisfaction and green word of mouth, more precisely to see what is there. negative or positive impact between these four variables. The focus of this article is on Moroccan consumers - students - who have the experience of buying a Moroccan product that claims to be 100% organic. We will therefore try to verify the application of the model of YS Chen, CL Lin and CH Chang in a Moroccan context and to see the link between greenwashing and the perceived green quality of the products, the green satisfaction of customers and word of mouth green.
Author Keywords: Greenwashing, green satisfaction, perceived green quality, green word of mouth, exploratory study, Moroccan context.
Abstract: (french)
Aujourd’hui, se mettre au vert est une expression que nous voyons de plus en plus dans chaque environnement d’entreprise. Le marketing vert est pratiqué par les entreprises afin de montrer leurs efforts écologiques liés à leurs produits ou services ainsi que leurs effets sur l’environnement. A chaque fois que cette démonstration est trompeuse, elle peut être subtile dans la forme mais fortement nuisible dans ses conséquences. C’est ce qu’on appelle donc le « Greenwashing », autrement dit les entreprises essayent de peindre leur image en vert. Notre article explore l’impact du concept du Greenwashing sur la satisfaction verte des clients, la qualité perçue verte des produits ainsi que le bouche à oreille vert. Il s’agit d’une étude quantitative et exploratoire-descriptive qui traite un sujet récent et peu exploité. L’objectif de cet article c’est d’examiner l’effet entre le greenwashing et la qualité perçue verte des produits, la satisfaction verte des clients et le bouche à oreille vert, plus précisément de voir est ce qu’il y a un impact négatif ou positif entre ces quatre variables. L’objet de recherche de cet article se concentre sur les consommateurs marocains - les étudiants - qui ont l’expérience d’achat d’un produit marocain qui prétend être 100% bio. On essayera donc de vérifier l’application du modèle de Y-S Chen, C-L Lin et C-H Chang dans un contexte marocain et de voir le lien existant entre le greenwashing et la qualité perçue verte des produits, la satisfaction verte des clients et le bouche à oreille vert.
Author Keywords: Greenwashing, satisfaction verte, qualité perçue verte, bouche à oreille verte, étude exploratoire, contexte marocain.
How to Cite this Article
Badr Kharifi, Kaoutar Berrada, and Fatiha Adyoubah, “Impact of Greenwashing on Green Customer Satisfaction, Green perceived Quality of Product and Green word of mouth,” International Journal of Innovation and Applied Studies, vol. 24, no. 1, pp. 96–108, August 2018.
