ABSTRACT
As the environmental consciousness is getting momentum these days, disclosure of eco-practices by companies is becoming imperative. In order to gain publicity and visibility, companies are racing to fabricate the sustainability of their green efforts (known as Greenwashing). Many companies, on the other hand, are disclosing their sustainable practices insufficiently. Greenhushing is an emerging concept in which companies deliberately do not publicize their sustainable initiatives or achievements beyond the minimum or prescribed goals. To extend the conceptual understanding of greenhushing practice, this study on the basis of an extensive literature review, aims to postulate the antecedents and consequences of greenhushing.
The focus of this study is to critically examine the role of green perceived risk (functional risk, financial risk, hedonic risk, and self-image risk), perceived consumer scepticism, fear of greenwashing, pure altruism, and environmental certification in the greenhushing practice. The findings reveal that green trust, word of mouth, green satisfaction, green loyalty, and green consumer confusion are significantly influenced by the greenhushing practice. The proposed conceptual model provides significant theoretical implications for scholars and practitioners to develop effective green strategies and practices. This study proposes useful insights for managers, marketers, and policymakers to determine sustainable business operations and effective green communication to enhance the trust and loyalty of their consumers.
