Abstract

An increasingly worrying trend is enterprises undertaking greenwashing rather than producing actual green products. When such greenwashing behaviours are exposed, green brand trust between enterprises and stakeholders may be damaged, resulting in stakeholders becoming suspicious of these supposedly green brands. Then, enterprises need to adopt several trust repair strategies to repair the damaged green brand trust. We investigated green brand trust repair from a green brand legitimacy perspective and found the following: (1) higher green brand legitimacy suggests the use of considered informational, emotional and corrective repair strategies. (2) Meanwhile, lower green brand legitimacy requires the use of timely informational, emotional and corrective repair strategies. Using the correct set of repair strategies may provide practical and effective approaches for enterprises to repair their brand trust.