When consumers perceive that companies are engaging in greenwashing, this often has many negative impacts on the company, industry, and society. Based on the psychological contract theory, this study constructs a moderated mediation model in an attempt to demonstrate that consumers’ greenwashing perception influences their green purchasing intentions and, more importantly, that this influence is mediated by consumers’ perceived betrayal and moderated by their sense of environmental responsibility. An online questionnaire was used to distribute 220 questionnaires and regression analysis was conducted using SPSS24.0 and Amos24.0 to test the hypothesis. The results show that consumers’ greenwashing perception negatively influences consumers’ green purchasing intentions, that perceived betrayal plays a partially mediating role in this influence relationship, and that environmental responsibility reinforces the negative influence of greenwashing perception on green purchasing intentions. This paper enriches the study of the mechanisms of individual consumer psychological effects after consumers perceive corporate greenwashing behaviour, which is of great value to both corporate performance and the sustainable development of the social environment.

This paper investigates the influence of introversion-extraversion personality traits on the knowledge-sharing intention of online health communities (OHCs) using personality trait theory and social capital theory. This study investigates two types of users in OHCs—doctors and patients—and compares and analyses the knowledge-sharing paths of these two types of users. The results show that extraversion personality, interaction, and reciprocity positively influence the physicians’ and patients’ knowledge-sharing intention; for both types of users, interaction partially mediates between extraversion personality and knowledge-sharing intention, and reciprocity partially mediates between interaction and knowledge-sharing intention. Comparative analyses show that the physicians’ introversion-extraversion personality traits have stronger positive effects on interaction, and interaction has stronger positive effects on trust and reciprocity than patients, the physicians’ trust and reciprocity have stronger positive effects on knowledge-sharing intention than patients, and the physicians’ introversion personality traits have stronger positive effects on knowledge-sharing intentions than patients. This study enriches the theory of user knowledge-sharing in OHCs while advancing the managers’ understanding of what motivates users’ knowledge-sharing intention.