تحلیل مسیر سبزشویی در بحران اعتماد در میان شرکت های انرژی چینی: مشروعیت و وفاداری برند A Path Analysis of Greenwashing in a Trust Crisis Among Chinese Energy Companies: The Role of Brand Legitimacy and Brand Loyalty

Introduction In recent years, many energy companies have been paying more attention to environmental issues because of worsening environmental pollution. Meanwhile, increasing customer demands for environment-friendly products indicates their positive attitude to green energy products or brands (Chen 2008; Herbes and Ramme 2014; Salmela and Varho 2005). Green brands are those brands that customers associate with environmental protection and sustainable business practices (Wikipedia 2012). In 2009, the market for green products and services was worth approximately 230 billion dollars and was expected to increase to 845 billion dollars in 2015 (Heidi 2015). Thus, many energy companies in China and other countries (e.g., Sinopec, PetroChina, CNOOC, Shell, ExxonMobil, and BP) are hurrying to build their green brands. For example, under pressure from the public, government, customers, media, dealers, and other stakeholders for greater environmental protection, the three largest energy companies in China (i.e., Sinopec, PetroChina, and CNOOC) supplied green products and brands to gain support and social acceptance. Specifically, Sinopec gained financial or popular support from the government and public of Qingdao City, China when it used approximately 50 million dollars to build new green gas stations and promote new green energy brands (Liu 2008); PetroChina gained strong rapport from local dealers, the media, and government by investing approximately 2.6 billion dollars into environmental protection and green products and brands (Shi 2008); CNOOC put approximately 2.5 billion dollars into building a new energy production base and brands, thereby gaining a good reputation with the public and government in Tianjin, China (Wu 2009). In 2002, the Mintel global database showed only five brands in the food and beverage industry to be greening their entire production process, but by 2007, the number had increased to 328, with a 200 % annual growth rate (Crowley 2008). However, the public attaches more importance and attention to one issue: are green energy brands trustworthy? and do they really deliver what they promise (Roth 2010), specifically when energy brands have the stereotype of being heavy polluters? In addition, even as Interbrand published the list of ‘‘Best Global Green Brands’’ (Interbrand 2014), the well-known Chinese newspaper INFZM released ‘‘The Greenwashing List in 2013,’’ revealing the trust crisis arising from greenwashing by ‘‘green’’ brands (Duan and Jie 2013). Greenwashing here refers to the integration of two corporate behaviors: poor environmental performance and positive communication about environmental performance (Delmas and Burbano 2011). The trust crisis caused by greenwashing puts green brands at risk and can even result in the loss of brand equity (Cai 2011). Moreover, there is no Chinese energy brand in the list of ‘‘Global Best Green Brands.’’ Therefore, it is urgent that Chinese energy companies restore trust after greenwashing and improve their environmental protection performance if they are to increase their competitive advantage.