The Impact of Greenwashing Awareness and Green Perceived Benefits on Green Purchase Propensity: The Mediating Role of Green Consumer Confusion

Nikolaos Apostolopoulos, Ilias Makris, Georgios A. Deirmentzoglou and Sotiris Apostolopoulos ()
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Nikolaos Apostolopoulos: Department of Management Science and Technology, University of the Peloponnese, 22100 Tripoli, Greece
Ilias Makris: Department of Accounting and Finance, University of Peloponnese, 24100 Kalamata, Greece
Georgios A. Deirmentzoglou: Department of Economics and Business, Neapolis University Pafos, Pafos 8042, Cyprus
Sotiris Apostolopoulos: Department of Economics and Business, Neapolis University Pafos, Pafos 8042, Cyprus

Sustainability, 2025, vol. 17, issue 14, 1-15

Abstract: In response to the increasing demand for environmentally friendly products and the parallel rise of deceptive green marketing practices, this study examines the impact of greenwashing awareness and green perceived benefits on consumers’ propensity to purchase green products, with a focus on the mediating role of green consumer confusion. Drawing upon data collected from 300 consumers in Greece through an online questionnaire, this study employed validated measurement scales and used multiple regression analyses to test its hypotheses. The findings reveal that both greenwashing awareness and green perceived benefits positively influence green purchase propensity. Additionally, green consumer confusion mediates the relationship between greenwashing awareness and green purchase propensity, indicating that the awareness of greenwashing reduces confusion and enhances consumers’ likelihood to choose genuinely green products. This study contributes to the literature by offering an integrated model that connects greenwashing awareness, green consumer confusion, and green perceived benefits in shaping green purchase propensity. Finally, the findings offer valuable insights for organizations to design clearer, more trustworthy green marketing strategies that minimize consumer confusion and foster informed green purchasing decisions.

Keywords: greenwashing; sustainable consumption; purchase propensity; consumer behavior; green marketing; green consumer confusion (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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