Consumer Perceptions of Greenwashing in Local Agri-Food Systems and Rural Tourism

Gunta Grinberga-Zalite (), Ksenija Furmanova, Sandija Zeverte-Rivza, Liga Paula and Inita Kindzule
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Gunta Grinberga-Zalite: Faculty of Economics and Social Development, Latvia University of Life Sciences and Technologies, Svetes Street 18, LV-3001 Jelgava, Latvia
Ksenija Furmanova: Faculty of Economics and Social Development, Latvia University of Life Sciences and Technologies, Svetes Street 18, LV-3001 Jelgava, Latvia
Sandija Zeverte-Rivza: Faculty of Economics and Social Development, Latvia University of Life Sciences and Technologies, Svetes Street 18, LV-3001 Jelgava, Latvia
Liga Paula: Faculty of Economics and Social Development, Latvia University of Life Sciences and Technologies, Svetes Street 18, LV-3001 Jelgava, Latvia
Inita Kindzule: Faculty of Economics and Social Development, Latvia University of Life Sciences and Technologies, Svetes Street 18, LV-3001 Jelgava, Latvia

Agriculture, 2025, vol. 15, issue 19, 1-14

Abstract: The current article examines how Latvian consumers perceive the sustainability of rural tourism services and locally produced food, with particular attention paid to their views on misleading environmental claims. For small-scale agricultural producers and rural tourism providers, sustainability communication has become common, yet formal regulation and consumer clarity issues often remain uncertain. The study is based on a mixed-methods approach that contains a comprehensive, multi-dimensional literature analysis and quantitative nation-wide survey data analysis (SPSS 27) with a thematic interpretation of consumer attitudes towards sustainability, trust, and greenwashing. The research findings show that while consumers generally support sustainable and ethically produced goods and services, their trust depends heavily on the transparency and credibility of the information provided. Official certifications and clear communication were seen as trustworthy, while vague promotional claims, especially in digital media, were often met with scepticism. The study also reveals how different factors such as education level, income, and place of residence influence the ability to recognize potential greenwashing. Given the growing global concern about false environmental claims, this article provides valuable insights not only for Latvia but also for other countries facing similar challenges in promoting sustainable rural development while preserving consumer trust in the green economy.

Keywords: sustainability claims; greenwashing; consumer perceptions; agri-food system; rural tourism (search for similar items in EconPapers)
JEL-codes: Q1 Q10 Q11 Q12 Q13 Q14 Q15 Q16 Q17 Q18 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:gam:jagris:v:15:y:2025:i:19:p:1997-:d:1756549

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