Green Trust as a Mediator in the Relationship between Green Advertising Skepticism, Environmental Knowledge, and Intention to Buy Green Food

Sara de Sio, Alessandra Zamagni, Giulia Casu () and Paola Gremigni
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Sara de Sio: Department of Psychology, University of Bologna, Viale Berti Pichat 5, 40127 Bologna, Italy
Alessandra Zamagni: Ecoinnovazione Srl, Via della Liberazione, 6/c, 40128 Bologna, Italy
Giulia Casu: Department of Psychology, University of Bologna, Viale Berti Pichat 5, 40127 Bologna, Italy
Paola Gremigni: Department of Psychology, University of Bologna, Viale Berti Pichat 5, 40127 Bologna, Italy

IJERPH, 2022, vol. 19, issue 24, 1-15

Abstract: Changing individual habits towards greener choices is an essential ingredient in tackling the environmental crisis. Engaging in green behavior may improve psychological wellbeing. Although the intention to buy green products is widespread, the eco-friendly market is struggling to leave the ground. Greenwashing can increase skepticism towards green advertising, which in turn can hinder the intention to buy green products. Conversely, a better knowledge of environmental issues can promote a positive attitude towards environment and thus the intention to purchase green products. This study aimed to investigate if trust in green claims can mediate the relationships of green advertising skepticism and environmental knowledge with the intention to buy green food. An online survey was administered to 410 Italian consumers (63% female; 18–78 years). Our mediation model explained 23% of the variability in intention. Trust fully mediated the relationship between green advertising skepticism and intention to buy green food, while it partially mediated the relationship between perceived environmental knowledge and intention. Specifically, GAS was associated with lower INT through lower TR, whereas PEK was linked to higher INT though higher TR. The findings of this study can provide green market operators and policy makers with valuable information to encourage green food purchases.

Keywords: green advertising skepticism; environmental knowledge; green claim trust; green purchase intention; green food (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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