The global shift toward sustainability has prompted brands to promote their sustainability initiatives on social media, aiming to connect with pro-environmental consumers. However, this strategy comes with risks, as social media allows for swift and widespread backlash if consumers perceive greenwashing. The present work examines the impact of social media backlash toward a brand's sustainability initiatives on consumers' purchase intentions. In an experimental study (N = 553), participants were presented social media responses to a fictitious brand's sustainability initiative that were either negative, positive, or a mix of both. The findings indicate that the negative comments decreased purchase intentions for consumers with a pro-environmentalist identity but not otherwise. Moreover, this effect was mediated by decreased perceptions of value-congruence with the brand. This study contributes to larger academic discourses on sustainable marketing, greenwashing, and consumer-brand relationships while providing tangible recommendations to marketing practitioners attempting to mitigate the challenges posed by social media backlash.
Author Keywords: greenwashing, social identity, social influence, social media backlash, sustainability promotion, value congruence