Effect of Greenwashing and Consumer Perception towards Skepticism

Abstract

In a comprehensive assessment of over 1,000 self-labeled "green" or eco-friendly products, it was discovered that nearly all but one product exhibited some degree of greenwashing. Greenwashing, characterized by the deceptive use of public relations or marketing to convey an environmentally safe or "friendly" image, is a prevalent phenomenon in consumer markets. This study delved into the concept of perceived consumer skepticism as an extended consequence of greenwashing, thereby expanding upon previous research that primarily focused on the relationship between greenwashing and green trust, with a broader perspective on the ultimate outcomes. The authors of this study formulated ten hypotheses and constructed a structural model incorporating six variables. They examined these relationships using a purposive sampling technique, which involved conducting both online and offline surveys among a sample of green consumers in Bangalore, Karnataka. The findings revealed a positive correlation between greenwashing and green consumer skepticism (GCC), perceived consumer skepticism (PCS), and green perceived risk (GPR). Surprisingly, the study also unveiled an intricate linkage between GCC-PCS-GPR and green trust (GT). The study's implications are profound, shedding light on the intricate dynamics between green-washing, consumer skepticism, perceived risk, and trust. These findings have practical implications for companies aiming to cultivate genuine environmental credibility and consumer trust. Moreover, the study provides valuable insights for future research directions in understanding and addressing the complexities of green marketing and consumer behavior in environmentally conscious markets.