Genuine sustainability VS. Greenwashing: Consumer responses to environmental practices and biodegradable material in Colombian service firms

This study examines the relationships between environmental and greenwashing practices, perceptions of biodegradable material, and their influence on consumer purchase intention. A structural equation model was developed to assess these relationships, using data from a sample of 250 consumers in Cali, Colombia. Key findings indicate that consumers value authentic sustainability initiatives but express distrust toward superficial or misleading claims (greenwashing). Interestingly, greenwashing exhibited a positive influence on purchase intention, likely due to low consumer awareness in the local context. Additionally, the poor performance and functional limitations of biodegradable material negatively affected purchase intentions. In conclusion, while consumer interest in sustainability is increasing, the functional shortcomings of biodegradable products contribute to dissatisfaction. Companies should focus on improving the quality and functionality of sustainable offerings, enhancing transparency, and exploring durable alternatives to build trust and promote genuine sustainability. • Greenwashing reduces consumer trust and harms purchase intention. • Poor eco-packaging performance decreases satisfaction and loyalty. • Biodegradable packaging shows a negative link with purchase intention. • SEM reveals greenwashing impacts more than green marketing strategies. • Results provide insights for firms to align sustainability with functionality.