Greenwashing and the modern consumer: A deep dive into behavioral responses

Abstract

The proliferation of greenwashing, denoting the dissemination of deceptive or unsubstantiated claims by companies regarding their environmental initiatives and products, has witnessed a substantial increase in recent years. This surge is ascribed to the escalating environmental consciousness among consumers, who seek to make sustainable choices. However, rather than endeavoring to devise green marketing campaigns that genuinely contribute to environmental sustainability, certain corporations opt for deceptive marketing strategies to conserve resources and maximize profits. This study aims to formulate a comprehensive model delineating the impact of corporate greenwashing on contemporary consumer behavior. The model incorporates brand credibility, green perceived risk, green product psychological ownership, and consumer skepticism as mediators, with consumer information and knowledge serving as moderators. A mixed-methods approach, involving qualitative and quantitative research, is employed over a two-week period, with Generation Z identified as the target population. The findings reveal a negative mediating influence of brand credibility in the relationship between greenwashing and green purchase intention. However, the hypothesized mediating effects of green product psychological ownership, consumer skepticism and green perceived risk were not substantiated. Additionally, the study identifies two novel moderators, switching cost and brand attachment, in the association between greenwashing and green purchase intention. The research underscores the importance of perceived genuineness in strengthening connections with stakeholders and cultivating a favorable corporate image.