Emotional trust as a mediator between green marketing authenticity, greenwashing and green purchase intentions in digital advertising

Purpose This study examines the influence of perceived green marketing authenticity (PGMA) and greenwashing perception (GWP) on green purchase intentions (GPI), with emotional trust (ET) as a mediating factor in digital green advertising. It aims to address the gap in understanding affective mediators in digital contexts, leveraging psychological contract theory and affect-as-information theory. Design/methodology/approach A 2 × 2 factorial experimental design was employed, involving 400 young, social media-active consumers (aged 18–35) who viewed mock Instagram ads for an eco-friendly product, manipulating PGMA and GWP. Responses were measured using a survey with validated scales, including a newly developed ET scale (Cronbach’s α = 0.90). Structural equation modeling was used to analyze the relationships and mediation effects. Findings The results indicate that authentic green claims enhance ET, which fully mediates the positive effect of PGMA on GPI. Conversely, greenwashing perceptions erode ET, partially mediating the negative effect of GWP on GPI. The model demonstrated strong fit and explained substantial variance in purchase intentions, highlighting ET’s critical role. Originality/value This study extends prior research by introducing ET as a key mediator in digital green advertising, absent in studies focusing on cognitive trust. It advances Psychological Contract Theory (PCT) by applying it to affective trust and Affect-as-Information Theory by emphasizing emotions in digital contexts. Practically, it guides marketers to prioritize transparent, emotionally resonant green claims to foster trust and drive sustainable purchases, while cautioning against greenwashing. Limitations include the use of mock ads and a young sample, with future research recommended for real-world campaigns and broader demographics.