Unveiling the consequences of perceived greenwash among youth: a focus on the moderating role of environmental knowledge

Purpose When a company practices greenwashing, it breaks consumers’ trust by purposefully misleading them about its environmental practices or the benefits of its products/services. This study aims to contribute to the literature by testing the effect of perceived greenwash on green purchase intention through green trust, green perceived value and green skepticism. Furthermore, the study introduces environmental knowledge as a moderator in the relationship between perceived greenwash and three attitudinal factors by integrating the theory of cognitive dissonance and information asymmetry as a foundational framework. Design/methodology/approach The descriptive hypo-deductive research design was adopted to test the proposed model. This study performed survey research with a structured questionnaire. A sample of 432 responses was collected from youth living in India using a purposive sampling method. The validity and reliability of the model were tested using structural equation modeling, and moderation and mediation effects were examined using process macro. Findings The results support the mediation role of three attitudinal factors between perceived greenwash and green purchase intention. Furthermore, the moderation effect of environmental knowledge was significant between perceived greenwash and attitudinal factors, except between perceived greenwash and perceived green value. Practical implications This research offers valuable insights into the role of environmental knowledge and its moderating influence on shaping attitudes toward green purchase intentions. This study highlights green buying as an obscure risk, impacted by factors such as green trust, green perceived value, green skepticism and, ultimately, perceived greenwash. The proposed research framework carries significant implications for comprehending the underlying drivers of green purchase intentions, advocating for a strategic emphasis on truthful, transparent and verifiable communication by companies. Originality/value This study contributes to the existing knowledge base by delving into and examining the mediating and moderating factors influencing green purchase intentions, which was less emphasized in prior literature, especially within the context of India. The research provides empirical insights, establishes a theoretical consensus and unveils novel perspectives for reconsidering the intricate dynamics among environmental knowledge, perceived greenwash and diverse dimensions of green perceived value in the realm of sustainable products.