Greenwashing as a Barrier to Sustainable Marketing: Expectation Disconfirmation, Confusion, and Brand–Consumer Relationships

Lindos Daou, Elie Sayegh, Eddy Atallah, Nada Jabbour Al Maalouf () and Nada Sarkis
Additional contact information
Lindos Daou: CIRAME Research Center, Business School, Holy Spirit University of Kaslik, Jounieh P.O. Box 446, Lebanon
Elie Sayegh: CIRAME Research Center, Business School, Holy Spirit University of Kaslik, Jounieh P.O. Box 446, Lebanon
Eddy Atallah: CIRAME Research Center, Business School, Holy Spirit University of Kaslik, Jounieh P.O. Box 446, Lebanon
Nada Jabbour Al Maalouf: CIRAME Research Center, Business School, Holy Spirit University of Kaslik, Jounieh P.O. Box 446, Lebanon
Nada Sarkis: CIRAME Research Center, Business School, Holy Spirit University of Kaslik, Jounieh P.O. Box 446, Lebanon

Sustainability, 2025, vol. 17, issue 22, 1-19

Abstract: Greenwashing refers to the fabrication of environmental claims or the exploitation of unreliable data to support an unjustified green image. This study examines how greenwashing undermines sustainable marketing communication and consumer management by eroding trust-based brand–consumer relationships. Grounded in an integrated framework that combines the Theory of Planned Behavior, Expectation Confirmation Theory, and Consumer–Brand Relationship Theory, the research develops a cohesive model linking brand expectations, belief disconfirmation, consumer confusion, brand trust, and loyalty. Survey data from 375 Lebanese consumers were analyzed using structural equation modeling, confirming that subjective norms, perceived behavioral control, and behavioral beliefs significantly shape expectations toward green brands. When greenwashing is perceived, these expectations result in belief disconfirmation, which in turn heightens confusion, reduces trust, and weakens brand loyalty. The findings highlight that while greenwashing may offer short-term reputational benefits, it functions as a critical barrier to sustainable consumption by discouraging authentic engagement with environmentally responsible products. Theoretically, the study advances sustainable marketing literature by identifying expectation disconfirmation and confusion as psychological mechanisms that obstruct progress toward SDG 12 (Responsible Consumption and Production). The study’s innovation lies in integrating three behavioral and relational theories into a unified framework that captures both cognitive (disconfirmation, confusion) and relational (trust, loyalty) mechanisms. This theoretical integration offers a transferable analytical model that can be replicated across markets, generating broader insights into how deceptive sustainability communication affects consumer–brand dynamics. It also contextualizes these mechanisms within a developing-market setting, where weak regulation and fragile institutional trust amplify the risks of greenwashing. Practically, the study emphasizes the need for transparent sustainability communication as both an ethical responsibility and a consumer management strategy essential for fostering loyalty. For policymakers, the results underscore the importance of stronger regulatory oversight, eco-labeling standards, and consumer protection frameworks to mitigate deceptive sustainability claims.

Keywords: sustainable marketing; consumer management; sustainable consumption; greenwashing; sustainability communication; brand expectations; expectation disconfirmation; consumer confusion; brand trust; brand loyalty (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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