Greenwash and Green Purchase Intention: The Mediating Role of Green Skepticism

TLDR

Greenwash is increasingly used by firms to gain a competitive edge amid expanding green marketing. The study tests whether greenwash reduces green purchase intentions through green skepticism and whether information and knowledge moderate this effect. Using a cognition‑affect‑behavior framework, the authors surveyed 419 Vietnamese consumers who bought green vegetables online to examine the proposed relationships. Results show that greenwash lowers green purchase intentions, with green skepticism mediating the effect, and that information and knowledge strengthen the relationship.

Abstract

Along with the acceleration of green marketing in recent years, greenwash has been utilized by firms to get ahead of their rivals. Underpinned by the cognition–affect–behavior (C-A-B) paradigm, this study examines a model linking greenwash and green skepticism with green purchase intentions. It also investigates the moderating role of information and knowledge on the relationship between greenwash and green purchase intentions. Data were obtained from 419 Vietnamese consumers who had been involved in purchasing green vegetables using an online survey. Multivariate data analysis demonstrated that greenwash was negatively associated with green purchase intentions and that green skepticism mediated this negative association. In addition, the moderating effect of information and knowledge was confirmed. These findings enrich the extant knowledge on the relationship between greenwash and green purchase intentions. They also have important implications for firms that aim to reduce consumers’ skepticism and increase their intentions to purchase green food.