How Greenwashing Influences Purchase Intentions For EcoFriendly Products

Abstract

In the evolving landscape of environmental consciousness, consumers increasingly favor eco-friendly products, prompting firms to integrate sustainability into their branding. However, this rise in green demand has also led to the proliferation of greenwashing—the practice of conveying misleading or unsubstantiated environmental claims. This conceptual study examines how greenwashing undermines critical psychological variables such as consumer trust, perceived risk, and skepticism, thereby negatively influencing the intention to purchase eco-friendly products. Drawing from an extensive literature review, the study highlights the mediating and moderating roles of environmental involvement, green brand loyalty, and third-party certifications in shaping consumer response to deceptive environmental claims. The findings suggest that while greenwashing erodes credibility and deters sustainable consumption, the extent of its impact is contingent on consumer characteristics and contextual factors. The study underscores the need for transparent marketing, credible eco-labeling, and regulatory oversight to foster trust and ensure the integrity of green markets. It contributes to the growing body of knowledge on ethical consumption and provides a conceptual framework for future empirical inquiry in sustainability marketing.