Is greenwashing impacting on green brand trust and purchase intentions? Mediating role of environmental knowledge

Nicoleta Isac (), Asad Javed (), Magdalena Radulescu (), Irina Daniela L. Cismasu (), Zahid Yousaf () and Razvan Sorin Serbu ()
Additional contact information
Nicoleta Isac: Istanbul Sabahattin Zaim University
Asad Javed: Hazara University
Magdalena Radulescu: University of Pitesti
Irina Daniela L. Cismasu: Bucharest University of Economic Studies
Zahid Yousaf: Government College of Management Sciences
Razvan Sorin Serbu: University Lucian Blaga of Sibiu

Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, 2025, vol. 27, issue 9, No 42, 21329-21346

Abstract: Abstract Organizations want to enhance sales via improved purchases. Therefore, they want higher purchase intentions. With the current green marketing wave, stakeholders need green facilitations from the organizations. In the current era of heightened awareness toward environmental issues, stakeholders are demanding green initiatives from organizations. Consequently, organizations are striving to earn the trust of environmentally conscious consumers. However, certain entities engage in the deceptive practice of greenwashing, attempting to falsely present themselves as environmentally friendly. This research seeks to inspect the influence of the greenwashing on customer purchase intentions. Additionally, it explores mediation role of the green brand trust and the regulating influence of customers' environmental knowledge in this relationship. Data for the study were collected across all four provinces of Pakistan, employing standardized scales for measurement. The results indicate that greenwashing has an adverse effect on purchase intentions. Furthermore, the deceptive practice of greenwashing diminishes green brand trust, leading to a decline in customers' purchase intentions. The research also emphasizes that the association between greenwashing and purchase intentions is intensified by higher levels of environmental knowledge among consumers. This study contributes a distinctive perspective to existing literature, offering insights into ways organizations can enhance customers' purchase intentions and consequently drive higher sales.

Keywords: Greenwashing; Purchase intentions; Green brand trust; Environmental knowledge (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s10668-023-04352-0 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:endesu:v:27:y:2025:i:9:d:10.1007_s10668-023-04352-0

Ordering information: This journal article can be ordered from
http://www.springer.com/economics/journal/10668

DOI: 10.1007/s10668-023-04352-0

Access Statistics for this article

Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development is currently edited by Luc Hens

More articles in Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().