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From greenwashing to green trust: Understanding the consumer behavior in the fashion industry

Jing Zhao1, Huaqing Zhou2, Min Zhou3

  • 1College of Art and Design, Henan Agricultural University, No. 63, Agricultural Road, Zhengzhou, Henan 450002, China; Faculty of Humanities and Social Sciences, City University of Macau, Xu Risheng Yin Road in Taipa, Macau SAR, 999078, China.

Acta Psychologica
|May 29, 2026
PubMed

Keywords:
Green advertisingGreen purchase intentionGreen trustGreen word of mouthGreenwashing

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