Introduction
Organizations discuss their pro-environmental philosophy, plans, products, and achievements with the public via their social media channels (Shin & Ki, 2017). However, environmental messages can leave negative impressions in media users' mind when the message tries to mislead audiences. Some organizations produce environmental messages without engaging in any actual pro-environmental initiatives, exaggerate their pro-environmental actions, and/or intentionally conceal environment-harming deeds (Allen, 2016). These intentionally misleading environmental communications are called "greenwashing." Greenwashing is a societal problem because it can increase publics' skepticism about environmental messages in general regardless of whether they are innocent or deceptive, and this negative perception interrupts...