Determining the effects of government's perceived ecological roles on Chinese consumers' proenvironmental attitude,and green consumerism: The moderating effect of greenwashing perceptions

While the normative ecological roles of a government's effect on consumers' proecological attitude and green consumerism have received less attention, greenwashing interaction effect remains unexplored. Building on the two normative theories – stakeholder theory and social contract theory, the study tests a theoretical model integrating mediating and moderating relationships using survey data from 202 consumers across China. Results show a government's normative ecological roles positively and significantly on consumers' proenvironmental attitudes and green consumerism. It also confirms the mediating roles of the proenvironment between the ecological roles of a government and green consumerism. Further, tests of greenwashing moderation effect generated mixed outcomes. Insignificant greenwashing interaction effect between proenvironment and green consumerism, but, it proved significant interaction between ecological roles of a government and green behavior. The study proposes research avenues on how researchers can step up the theme and policy implications to practitioners.