Study About the Impact on Brand Trust Repair from Environmental Donation After the Exposure of Greenwash

Abstract

Greenwash is a kind of opportunistic behavior, and it would inflict swift devastating blows on enterprise reputation and brand trust once it was exposed. Based on Corporate Social Responsibility Theory and Attribution Theory, this study hypothesized and confirmed that green wash is harmful to brand trust. Regarding trust repair, both strategy of high frequency low amount and high amount low frequency are signally useful. This study is of great significance to repair brand trust for the company which has made a mistake of greenwash.