Unmasking Greenwashing: Its Impact on Green Purchase Behavior Through Green Trust, Green Loyalty, and Green Word-of-Mouth

[EN] Green marketing has become a crucial strategy thanks to consumers' increasing awareness of environmental issues. However, when not supported by effective action, it can result in distrust and perceptions of greenwashing. This study examines the mediating effects of green trust, green brand loyalty, and Green Word-of-Mouth (GWOM) on consumers' green purchase behavior (using AMOS and SPSS software). It also considers the impact of businesses' greenwashing on green purchase behavior. Based on the findings, greenwashing is found to exert a detrimental effect on consumers' green purchase behavior. This study also demonstrates that greenwashing has a negative relationship with green brand loyalty, green trust, and GWOM. Furthermore, green purchase behavior is shown to be significantly influenced by green brand loyalty, trust, and GWOM. It is also confirmed that the negative association between greenwashing and green purchase behavior is partially mediated by green brand trust, green brand loyalty, and GWOM. This indicates that greenwashing not only directly affects environmentally friendly purchasing behavior, but also negatively and indirectly influences such behavior through the promotion of green brands. In order to encourage green purchase behavior, this study recommends that businesses reduce their greenwashing practices and raise their consumers' green trust, green brand loyalty, and GWOM.