郭锐等A Path Analysis Of Greenwashing In A Trust Crisis Among Chinese Energy Companies: The Role Of Brand Legitimacy And Brand Loyalty
内容：我校经济与管理学院郭锐老师团队在T1级别期刊——《JournalofBusinessEthics》上发表题为“A Path Analysis Of Greenwashing In A Trust Crisis Among Chinese Energ y Companies: The Role Of Brand Legitimacy And Brand Loyalty”论文。论文第一作者郭锐为亚搏体育学院教授，博士生导师。
《Journal of Business Ethics》是全球商学院认可的由FT (Financial Times，金融时报）评选的全球顶尖50种商学期刊（简称FT 50期刊）之一，FT50期刊与UTD24期刊一起作为全球高校顶尖商科管理期刊群。
Abstract:For many energy companies in China, green brand strategy is becoming an important approach to enhance competitive advantage. However, greenwashing behaviors result in a crisis of trust. Existing research focuses on green marketing, but is silent on the institutional view of the trust crisis resulting from greenwashing by energy brands. Thus, this study takes a decoupling perspective from institutional theory and considers legitimacy, energy policy management, and green brand theories to shed light on the path from the decoupling of an energy brand from green promise (DEBG) to green energy brand trust (GEBT) and the role of brand legitimacy and brand loyalty. It then analyzes survey data to conclude that DEBG not only has a direct negative effect on GEBT but also has an indirect influence through the vital mediating role of green energy brand legitimacy. Moreover, brand loyalty is a moderating factor and can alleviate the energy brand trust crisis. These findings not only can enrich the theories of energy brand management and green marketing but also offer important implications for energy policy management.
Keywords:Greenwashing; Energy brands; Decoupling; Legitimacy; Brand loyalty; Brand trust
JOURNAL：Journal of Business Ethics