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Is greenwashing impacting on green brand trust and purchase intentions? Mediating role of environmental knowledge

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Abstract

Organizations want to enhance sales via improved purchases. Therefore, they want higher purchase intentions. With the current green marketing wave, stakeholders need green facilitations from the organizations. In the current era of heightened awareness toward environmental issues, stakeholders are demanding green initiatives from organizations. Consequently, organizations are striving to earn the trust of environmentally conscious consumers. However, certain entities engage in the deceptive practice of greenwashing, attempting to falsely present themselves as environmentally friendly. This research seeks to inspect the influence of the greenwashing on customer purchase intentions. Additionally, it explores mediation role of the green brand trust and the regulating influence of customers' environmental knowledge in this relationship. Data for the study were collected across all four provinces of Pakistan, employing standardized scales for measurement. The results indicate that greenwashing has an adverse effect on purchase intentions. Furthermore, the deceptive practice of greenwashing diminishes green brand trust, leading to a decline in customers' purchase intentions. The research also emphasizes that the association between greenwashing and purchase intentions is intensified by higher levels of environmental knowledge among consumers. This study contributes a distinctive perspective to existing literature, offering insights into ways organizations can enhance customers' purchase intentions and consequently drive higher sales.

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Data availability

Data collected during the survey can be made available upon request from the corresponding author.

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Acknowledgements

We are thankful to all the respondents who participated in the survey.

Funding

This research received no external funding from any national or international agency.

Author information

Authors and Affiliations

  1. Business Administration, Istanbul Sabahattin Zaim University, Istanbul, Turkey

    Nicoleta Isac

  2. Management and Business Administration, Pitesti University Center, National University of Science and Technology POLITEHNICA Bucharest, Bucharest, Romania

    Nicoleta Isac

  3. Department of Management Sciences, Hazara University, Mansehra, Pakistan

    Asad Javed

  4. Department of Finance, Accounting and Economics, University of Pitesti, Pitesti, Romania

    Radulescu Magdalena

  5. Institute of Doctoral and Post-Doctoral Studies, University Lucian Blaga of Sibiu, Sibiu, Romania

    Radulescu Magdalena

  6. Department of Economic - Financial Analysis, Bucharest University of Economic Studies, Bucharest, Romania

    Irina Daniela L. Cismasu

  7. Government College of Management Sciences, Mansehra, Pakistan

    Zahid Yousaf

  8. Department of Management, Marketing and Business Administration, University Lucian Blaga of Sibiu, Sibiu, Romania

    Razvan Sorin Serbu

  9. UNEC Research Methods Application Center, Azerbaijan State University of Economics (UNEC), Istiqlaliyyat Str. 6, Baku, 1001, Azerbaijan

    Radulescu Magdalena

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  1. Nicoleta Isac
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  3. Radulescu Magdalena
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Correspondence to Radulescu Magdalena.

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Appendix: A

Appendix: A

Variables

Items

Constructs

Greenwashing

GW1

When there are exaggerated facts in ads, I dislike such products

GW2

If I find any hazy or vague ads, I don’t like that product

GW3

If there is more attention on unimportant environmental benefits, I don’t like that product

GW4

I always assess the actual green products rather than verbal clams only

GW5

If I found any misleading claim regarding environmentally friendly products, I dislike that product

Environmental knowledge

EK1

I am well aware of climate change and its causes

EK2

I have knowledge of renewable energy sources and their benefits

EK3

I know about sustainable waste management practices

EK4

I have knowledge about the impact of deforestation on ecosystems

EK5

I admit the importance of water conservation strategies

Green brand trust

GBT1

I have confidence in the accuracy and truthfulness of the brand's environmental claims

GBT2

The brand consistently follows through on its environmental promises and initiatives

GBT3

I am of the belief that the brand authentically prioritizes environmental sustainability

GBT4

I feel confident that the brand's products or services have a positive impact on the environment

GBT5

I would recommend the brand to others based on its environmental reputation

Purchase intentions

PI1

I am likely to purchase products or services from this brand because of its environmental commitment

PI2

The brand's environmental initiatives positively influence my decision to buy its products or services

PI3

The brand's environmental reputation enhances my confidence in the quality of its products or services

PI4

I am actively seeking out this brand's environmentally sustainable options when making purchasing decisions

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Isac, N., Javed, A., Radulescu, M. et al. Is greenwashing impacting on green brand trust and purchase intentions? Mediating role of environmental knowledge. Environ Dev Sustain (2024). https://doi.org/10.1007/s10668-023-04352-0

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