Perceived greenwashing and its impact on eco-friendly product purchase

• Type: Article in International Scientific Journal
• Date: 2024

Authors

Shojaei, AS (Author) Other; Barbosa, B (Author) FEP; Oliveira, Z (Author) Other; Coelho, AMR (Author) Other

Journal

Title: TOURISM & MANAGEMENT STUDIES

Vol. 20

Pages: 1-12

ISSN: 2182-8458

Indexing

ISI Web of Knowledge - 0 Citations

Scopus - 1 Citation

Other information

Authenticus ID: P-017-X8K

DOI: 10.18089/tms.20240201

Abstract (EN): The main aim of this article is to investigate the effect of perceived greenwashing on consumers' purchasing behavior of eco-friendly products. Twelve research hypotheses were defined based on contributions from the literature. To test these hypotheses, a quantitative methodology was employed, collecting data through an online survey (N = 270) and using SmartPLS for analysis. The results confirm that perceived both perceived greenwashing and perceived risk have a negative influence on consumer attitudes. While their direct effects on purchase intention were found to be insignificant, both perceived greenwashing and perceived risk had a significant negative indirect effect on purchase intention through attitude. Additionally, it was confirmed that purchase behavior is positively affected by attitude and by willingness to pay more. These results contribute to addressing the limited knowledge regarding the impact of consumers' perceived greenwashing on their behavior, especially concerning different product types. Furthermore, they provide valuable insights for managers, highlighting the importance of mitigating greenwashing and risk perceptions associated with eco-friendly products due to their indirect negative impacts on purchase intention and behavior.

Language: English

Type (Professor's evaluation): Scientific

No. of pages: 12