Model of Perceived Greenwashing and Its Impact on Green Product Purchase Intention

Abstract The objective of this research is to explore the structural correlation between perceived greenwashing and the intention to purchase green products. It examines how consumer skepticism intervenes in mitigating the impact of eco-purchase behaviors in the environment of the emerging market. This study applies quantitative empirical methodology to report the results of the survey results carried out in Colombia through the survey questionnaire. The suggested theoretical framework and the hypotheses were tested by means of the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. It was shown that perceived greenwashing positively influences the level of consumer skepticism and decreases the intent to purchase green products. At the same time, it was confirmed that consumer skepticism plays a certain role in the said relationship, hence, environmental false information indirectly influences eco-purchase through causing consumer distrust. Therefore, this study contributes to the sustainable marketing theory since it explains the psychological mechanisms of the impact greenwashing make on consumer trust in developing economies. Furthermore, the findings of the study suggest that in marketing, having authentic businesses is important. For a company to maintain the long-term value of its brand and cope with the skepticism of consumers, it needs to support its environmental claims with relevant certification rather than relying on merely marketing them as being environmentally friendly.