Rebuilding green trust in the electric vehicle sector: a resilience theory perspective on post-greenwashing recovery strategies

Purpose The electric vehicle (EV) industry plays a pivotal role in global sustainability goals; however, its credibility has been undermined by greenwashing, misleading environmental claims that erode consumer trust. This study aims to examine how EV brands can restore trust after greenwashing incidents through four strategic interventions: distrust regulation, trustworthiness demonstration, consumer education and corporate apology. Design/methodology/approach Drawing on resilience theory, this study conceptualizes psychological resilience as a mediator between trust-regaining strategies and restored green trust. This study employed a multiphase methodology. Constructs were validated using confirmatory factor analyses, followed by mediation analysis via PROCESS Macro on data from 269 respondents across six Asian cities. Findings Distrust regulation, trustworthiness demonstration, corporate apology and consumer education significantly restored trust when mediated by psychological resilience. Practical implications The findings offer actionable guidance for EV firms and policymakers to design post-crisis interventions that combine verified sustainability actions with consumer resilience-building initiatives. Originality/value This empirical study integrates resilience theory into post-greenwashing trust recovery in the EV sector. This study advances the green marketing literature by distinguishing between emotionally mediated and cognitively driven recovery strategies.