Consumer boycott of greenwashing practices

Purpose This study aimed to understand the motivations behind consumers’ decisions to boycott greenwashing practices. Design/methodology/approach We conducted a quantitative survey with a sample of 1,251 consumers, using a questionnaire composed of four main constructs: perception of greenwashing practices, skepticism toward environmental claims made by organizations, motivation to engage in boycott behavior, and knowledge of related terms and topics. Data were analyzed using structural equation modeling based on the covariation matrix. Findings Skepticism was significantly associated with consumers’ judgments of greenwashing practices, which, along with knowledge, proved to be influential in motivating boycott behavior. Originality/value The study offers a novel understanding of consumer motivation to boycott greenwashing practices, grounded in the variables of skepticism, knowledge, and judgment, and highlights its potential as a form of consumer-led regulation.