The Effect of Greenwashing on Consumers’ Green Purchase Intentions

Abstract

Green marketing is widely used by brands all over the world using misleading ways to give brands an advantage to achieve their goals and sales. This is called greenwashing. The aim of the study is to examine the influence of greenwash on the purchase intentions among Egyptian consumers. It tested the mediation effect of brand love, brand loyalty, brand image, and green consumer confusion in the relationship between greenwash and purchase intentions and it also tested the mediation effect of green trust in the relationship between green brand image and purchase. The data were collected electronically from 386 participants using a structured questionnaire through social media platforms. The proposed model was empirically tested with the use of Structural Equation Modeling (SEM). The research concludes that greenwash practices adopted by companies in various industries should be stopped since customers should be informed properly about green aspects of the products offered by the brands. All hypotheses are accepted except the relationship between green confusion and green brand trust. This study provides novelty for the context of greenwashing, especially with the limited literature regarding the Arab context, specifically Egypt. Understanding how brand love, brand image, brand trust and green brand confusion influence consumer purchase intentions can help companies and marketers design and communicate specific messages to highlight their brand eco-friendliness in their marketing strategies. Hence, familiarity with their brand and the demand for and purchase of their brand’s eco-friendly products.