Greenwashing and its consequences: the role of skepticism, brand embarrassment, and brand hate in shaping purchase intentions

Sujata Khandai (), Ivan Zupic (), Harpuneet Singh Kohli (), Sonia Kataria (), Renu Yadav () and Jones Mathew ()
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Sujata Khandai: Amity College of Commerce and Finance, Amity University Uttar Pradesh
Ivan Zupic: Goldsmiths University of London
Harpuneet Singh Kohli: Amity College of Commerce and Finance, Amity University Uttar Pradesh
Sonia Kataria: Amity College of Commerce and Finance, Amity University Uttar Pradesh
Renu Yadav: Delhi University
Jones Mathew: Great Lakes Institute of Management

Quality & Quantity: International Journal of Methodology, 2025, vol. 59, issue 4, No 32, 3723-3749

Abstract: Abstract Rising popularity of green marketing has resulted in an enhanced incidence of greenwashing practices, leading to consumer skepticism. We examine how greenwashing behavior impacts consumers’ purchase intentions, by studying the relationship between greenwashing behavior of firms and consumers’ purchase intentions, mediated by green skepticism, brand embarrassment, and brand hate. We collected responses from 430 respondents using the mall intercept method. The research model and hypotheses have been verified through structural equation modeling (SEM), and the impact of mediation and moderated mediation was examined through conditional PROCESS modeling. We found that customers with high environmental beliefs are more skeptical of greenwashed brands, resulting in brand embarrassment, and further translating into hatred for such brands, adversely impacting the purchase intention. We conclude by discussing theoretical and managerial implications.

Keywords: Greenwashing; Green skepticism; Brand embarrassment; Brand hate; Purchase intention; Environmental belief (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s11135-025-02132-8

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