The Moderating Effect of Greenwashing between Green Supply Chain Management Practices and Green Brand Association: A Study of Pakistani Fashion Brand applying the NRBV

Abstract

This study examined how environmental greenwashing moderates the link between "green supply chain management" (GSCM) practices and green brand association. Using the natural resource-based (NRBV), this research creates a model to better understand GSCMP and GBA fashion brand in Pakistan. This study included fashion brand customers, selected using nonprobability purposive sampling. The cross-sectional study included 15 fashion brand mall customers from six of Pakistan's largest cities: Bahawalpur, Islamabad, Multan, Faisalabad, Karachi, and Lahore. The study used 446 responses. Statistics were done using SPSS and "SmartPLS partial least square, structural equation modelling" (PLS-SEM). A structural model was developed to test hypotheses. The proposed GSCMPs correlated to GBA. GW's negative moderation affects between GBP and GBA significantly. GBD and GBA are negatively moderated by GW. Managers and policymakers should heed current studies to achieve green brand association. First empirical study to use NRBV framework with GW as a moderator.