Greenwashing Study and Consumers’ Behavioral Intentions

Abstract

The concern with the environment can change the consumer’s view, who seeks eco-friendly products. On the other hand, greenwashing is an act of disguising a weak environmental activity by companies. The aim of this paper is to analyze Greenwashing as a predictor variable of Consumer Perceived Confusion and Trust and how these two constructs influence Behavioral Intention. The research method is quantitative, with a cross-section, non-probabilistic and accessibility sample. The statistical analysis used Structural Equation Modeling. The analyzed product announces that has green marketing approach, but it is considered a deceptive action to deceive the consumer. The proposed hypotheses were statistically supported and as contributions this paper approached the existing relations between greenwashing and purchase intention, showing the importance of the Consumer Perceived Confusion and Trust constructs applied in the conceptual model. The study proved that consumer when perceiving Greenwashing tends not to trust in the product and in the brand. The biggest challenges for companies are taking actions that can represent a concern for the environment since consumers pay more attention to these factors and are less likely to accept the practice of greenwashing.

Two interventions for mitigating the harms of greenwashing on consumer perceptions

“…A number of studies have argued that greenwashing may have potential negative effects on firms when it is correctly identified by consumers (Akturan, 2018; Berrone et al, 2017; H. Chen et al, 2019; Y.‐S. Chen & Chang, 2013; Mangini et al, 2020; Nyilasy et al, 2014; Szabo & Webster, 2021; Torelli et al, 2020) and may even impact employee retention (Robertson et al, 2023). However, many consumers rely on heuristics and mental shortcuts when making judgements (Tversky & Kahneman, 1974), and as such are not likely to deeply evaluate claims made in advertisements.…”

Greenwash and Green Purchase Behavior: An Environmentally Sustainable Perspective

“…Yeşile boyama, işletmelerin zayıf bir çevresel faaliyeti gizleme eylemidir. Tüketiciler yeşile boyamayı algıladıklarında ürüne ve markaya güvenmeme eğilimi taşımaktadırlar (Mangini, Amaral, Conejero ve Pires, 2020). Avcilar ve Demirgüneş (2017), yeşile boyama ile yeşil marka değeri arasında negatif ilişki olduğunu belirtmişlerdir.…”

Marketing Verde: Comparando o consumo de produtos ecológicos nas gerações X e Y

“…De resto, outros fatores também poderão influenciar o consumo ecológico, tais como os sentimentos do consumidor (Lima, Costa & Félix, 2019). Também é preciso salientar que nem sempre as estratégias de Marketing Verde utilizadas pelas empresas conduzem a um sentimento de confiança por parte dos consumidores (Mangini, Amaral, Conejero & Pires, 2020).…”