- mouth ▁to ▁communicate ▁about ▁a ▁product , ▁green ▁concern ▁strength ens ▁the ▁negative ▁relationship ▁between ▁the ▁consumer ' s ▁intent ▁to ▁purchase ▁and ▁the ▁per ception ▁of ▁green w ash ing . ▁ ▁Att ribution s ▁of ▁Green w ash ing ▁ ▁Cons umer ▁per ception ▁of ▁green ▁advert is ements ▁and ▁green w ash ing ▁al ike ▁is ▁impact ed ▁by ▁where ▁consum ers ▁attribute ▁the ▁green ▁mess aging . ▁E co - labels ▁can ▁be ▁given ▁to ▁a ▁product ▁both ▁from ▁an ▁external ▁organization ▁and ▁by ▁the ▁company ▁itself , ▁which ▁has ▁raised ▁concerns ▁considering ▁that ▁companies ▁are ▁able ▁to ▁label ▁a ▁product ▁green ▁or ▁environment ally ▁friendly ▁by ▁select ively ▁dis clos ing ▁positive ▁attributes ▁of ▁the ▁product ▁while ▁not ▁dis clos ing ▁negative ▁environmental ▁impact s .   ▁ ▁Cons um ers ▁expect ▁to ▁see ▁e co - labels ▁from ▁both ▁internal ▁and ▁external ▁sources ▁but ▁perce ive ▁labels ▁from ▁external ▁sources ▁to ▁be ▁more ▁trust worth y . ▁Research ers ▁from ▁the ▁University ▁of ▁Tw ente ▁found ▁that ▁un cert ified ▁or ▁green w ashed ▁internal ▁e co - labels ▁may ▁still ▁contribute ▁to ▁consumer ▁per ception s ▁of ▁a ▁responsible ▁company , ▁with ▁consum ers ▁att rib uting ▁internal ▁motiv ation ▁to ▁a ▁company ’ s ▁internal ▁e co - label ing . ▁Other ▁research ▁connecting ▁att ribution ▁theory ▁and ▁green w ash ing ▁found ▁that ▁consum ers ▁will ▁often ▁perce ive ▁green ▁advert ising ▁as ▁green w ash ing ▁when ▁companies ▁use ▁green ▁advert is