Greenwashing Study and Consumers’ Behavioral Intentions

Eduardo Roque Mangini, Lucimaura Martins Amaral, Marco Antonio Conejero, Cristiane Sales Pires


The concern with the environment can change the consumer’s view, who seeks eco-friendly products. On the other hand, greenwashing is an act of disguising a weak environmental activity by companies. The aim of this paper is to analyze Greenwashing as a predictor variable of Consumer Perceived Confusion and Trust and how these two constructs influence Behavioral Intention. The research method is quantitative, with a cross-section, non-probabilistic and accessibility sample. The statistical analysis used Structural Equation Modeling. The analyzed product announces that has green marketing approach, but it is considered a deceptive action to deceive the consumer. The proposed hypotheses were statistically supported and as contributions this paper approached the existing relations between greenwashing and purchase intention, showing the importance of the Consumer Perceived Confusion and Trust constructs applied in the conceptual model. The study proved that consumer when perceiving Greenwashing tends not to trust in the product and in the brand. The biggest challenges for companies are taking actions that can represent a concern for the environment since consumers pay more attention to these factors and are less likely to accept the practice of greenwashing.


Green Marketing; Greenwashing; Behavioral Consequences

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