… The purpose of this study is to suggest an approach to regain consumer trust after
negative effects of greenwashing that draws corporations and consumers into a conflicted
relationship. … This paper investigates green consumer behaviour under the perspective of
psychological resilience and makes an innovative attempt to understand drivers of regaining
consumer trust. Previous research works put forward a series of strategies related to …
Using the method of grounded theory, we attempt to reveal the “black box” of consumers …