Are third-party green–brown ratings believed?: The role of prior brand loyalty and environmental concern

This study shows the role of consumers' prior brand loyalty and environmental concern in their responses to third-party green–brown ratings of a brand. The online quasi-experiment with a national sample of U.S. consumers revealed that the validity of third-party green–brown ratings is believed equally between consumers with high and low environmental concern, but the impact of the ratings on brand greenness perception was greater among consumers...