An increasing interest in environmental problems around the world has significantly expanded the demand for green goods, transforming green marketing into an effective tool for businesses to achieve competitive advantage. Yet, as more firms become aware of this strategic advantage, greenwashing activities can also flourish, and customers grow more cautious about green efforts by firms. The present research examines how greenwashing expectations of customers affect their green buying decisions by studying how green trust, consumer brand engagement and green word-of-mouth mediate this relationship. A total of 302 subjects participated in a survey to study greenwashing effects using a high involvement green ad and a low involvement green ad. Results were analyzed using a PLS-SEM approach. The findings show that the greenwashing expectations of customers have no direct effect on green purchase decisions, but that green trust and green word-of-mouth mediate this relationship. Likewise, greenwashing perception significantly affects customer brand engagement indirectly through green trust and there is a full mediation between greenwashing perception and green purchasing intention through green trust, customer brand engagement and green word of mouth. Therefore, the study shows that having a low perception of greenwashing is not enough to increase purchases. For that to occur, companies need to ensure that WOM communicates such efforts and that consumers trust these green initiatives.

Scholars have been interested in examining what drives pro-environmental behavior. However, only a few scientific studies have been devoted to analyzing and understanding the pro-environmental behavior of those that are on vacation. Therefore, the current paper contributes to the existing literature by employing a text-mining approach to conduct a full-text analysis of 210 articles and (1) describes pro-environmental conceptualization, (2) presents the important topics and studies that have emerged from the literature, and (3) suggests directions for future research. The eight core topics that were uncovered contributed to discussion of the content of publications, related theories, core constructs, methodologies, main authors, and journals. The paper shows that the literature on pro-environmental behavior uses more quantitative than qualitative approaches and uses structural equations or regression analysis to explore the data. The findings also show that researchers tend to employ well-known theories arising from psychology, sociology, and biology.

Opinions published online about a given experience are known to influence consumers’ decisions. However, such opinions reflect different degrees of engagement which may affect the decisions in different forms. The aim of this study is to analyze the dimensions of online customer engagement and associated concepts (involvement, emotional states, experience and brand advocacy) in customers’ online reviews through text-mining and sentiment analysis trends. The current study focuses on Yelp.com comments and includes a random sample of 15,000 unique reviews of restaurants, hotels and nightlife entertainment in eleven cities in the USA. A customer engagement dictionary is created, based on previously validated scales and extended using WordNet 2.1. The research findings reveal a high impact of the engagement cognitive processing dimension and hedonic experience on customers’ review endeavor. Results further indicate that customers seem to be more engaged in positively advocating a company/brand than the contrary. Companies that listen to such feedback may be more able to align with consumers’ expectations and, therefore, have a better competitive advantage in the market.