Good Guy versus Bad Guy: How are Patagonia´s and H&M´s Green(wash)ing Strategies Perceived among Consumers?

Sammanfattning: Purpose: The purpose of this paper is to further investigate and understand the influence of greenwashing on green brand associations, green brand image, brand credibility, and finally green brand equity. Therefore, the paper builds up on Akturan’s (2018) findings and partially replicates them by using the two fashion brands H&M and Patagonia. Methodology: To fulfill the papers’ purpose, one focus groups was conducted to evaluate the consumers’ perception of the two fashion brands. The paper also contains case descriptions to further explore the respective brands and existing literature and theory to have a solid foundation when answering the research questions. Findings: The paper finds that green brand associations, green brand image, brand credibility, and therefore green brand equity are negatively influenced by greenwashing when the considered fashion brand is a perceived greenwasher. However, when the considered fashion brand is not perceived to be greenwashing no negative effect can be found. Limitations: The study only conducted one focus group and is only focused on two fashion brands. Hence, more research is needed to generalize the findings. Implications: Only one collection dedicated to sustainability is harmful for a brand regarding green brand associations, green brand image, brand credibility and consequently green brand equity. At the same time, fashion brands that are already perceived as green brands should not emphasize one product line to be especially environmentally friendly as this leads consumer to accuse the brand of greenwashing. Also, managers should emphasize transparency and an external focus when greening a brand. Original/value: Industry-specific research on greenwashing is limited. To our knowledge, this study represents the first of its kind to examine fashion brands. However, the papers’ basis is a previous study from Akturan (2018) that explores the relationship among greenwashing, green brand equity, brand credibility, green brand associations and purchase intention using refrigerators and tissue papers.