A Trick Called “Eco”: An Analysis of the Antecedents of Eco-Friendly Behavior

As the issue of greenwashing becomes more important, previous studies have not fully explained the various pathways and complex effects of greenwashing on consumer behaviors. To overcome these limitations, we present a model based on the theory of reasoned action for the relationship between consumers’ awareness of greenwashing and green purchase intention and the mediating effect of green trust and green word-of-mouth intention in this relationship. The results of analyzing the data of 306 respondents in the online survey in the third quarter of 2023 using structural equation modeling (SPSS 26.0, Amos 23.0) are as follows: The path of greenwashing awareness to green purchase intention through green trust and green word-of-mouth intention was significant. Specifically, greenwashing awareness had a negative effect on green trust and green word-of-mouth intention, which in turn had a negative effect on green purchase intention. In addition, green trust and green word-of-mouth intention had a positive effect on green purchase intention. The findings suggest that companies should adopt third-party certifications, improve supply chain transparency, and invest in sustainability initiatives. The responses also indicate a need to implement a standardized eco-labeling system and establish and utilize a stricter enforcement mechanism to curb greenwashing. Despite these implications, this study has a limitation in that the sample is restricted to Korean adults with experience in purchasing eco-friendly cosmetics. Follow-up studies on diverse products and consumer groups should be conducted to strengthen the generalizability of the findings.