Greenwashing and brand avoidance: examining green scepticism, green perceived risk, and green consumer confusion

Purpose This study aims to investigate how greenwashing influences brand avoidance, focusing on the mediating roles of green scepticism, green perceived risk and green consumer confusion in the food and beverage (F&B) industry. Design/methodology/approach A quantitative research design was used, with a survey of 259 Vietnamese respondents. Structural equation modelling was conducted to test the proposed model and examine both direct and indirect relationships among the constructs. Findings Findings indicate that greenwashing has significant positive effects on green scepticism, green perceived risk and green consumer confusion, all of which positively influence brand avoidance. Further, all three mediators significantly explain the indirect effect of greenwashing on brand avoidance. Practical implications This paper provides tailored implications for managers, consumers and regulators. F&B managers should adopt authentic sustainability, transparent communication and credible certifications, while stronger regulations and consumer education can mitigate brand avoidance. Originality/value This study contributes to green marketing research by synthesising attribution theory, expectancy violation theory and service-dominant logic theory to explain how misleading environmental claims trigger psychological responses. It highlights the mediating roles of green scepticism, green perceived risk and green consumer confusion in the relationship between greenwashing and brand avoidance.