The Impact of Environmental Knowledge, Attitudes, and Trust in Sustainability Claims on Consumer Purchase Intentions for Eco-Friendly Products

As environmental consciousness grows, companies are increasingly touting "eco-friendly" and "sustainable" products in their marketing, but discerning consumers are becoming more skeptical, questioning whether these claims are genuine or just a tactic known as "greenwashing. This study explores how consumers evaluate sustainability claims in marketing, the key indicators of greenwashing, including the factors that influence trust, the differences in consumer perceptions of various sustainability-related terms, and strategies for companies to effectively communicate their sustainability efforts. A survey of 1,000 consumers was conducted to gather data on attitudes towards sustainability, perceptions of sustainability claims, and purchasing habits. The results show that consumers are increasingly prioritizing sustainability when making purchasing decisions, but are also skeptical of sustainability claims due to greenwashing. The study provides insights for companies on how to effectively communicate their sustainability efforts and build trust with consumers by authentically promoting their environmental efforts. Keywords: Marketing, Greenwashing, Eco-friendly, Consumers, Sustainability, Purchasing, Environment, Attitude, Knowledge, Strategies, Claims. DOI: 10.7176/JMCR/94-01 Publication date: January 30th 2025