Eco-Friendly or Eco-Fraud? The role of green washing in consumer behavior

Abhay Vyas (), Gyaneshwar singh Kushwaha and Nenavath Sreenu
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Abhay Vyas: Maulana Azad National Institute of Technology
Gyaneshwar singh Kushwaha: Maulana Azad National Institute of Technology
Nenavath Sreenu: Maulana Azad National Institute of Technology

SN Business & Economics, 2025, vol. 5, issue 11, 1-30

Abstract: Abstract Green washing is a deceptive marketing way that can trick customers into trusting they are making ecologically friendly choices when they are not. This study investigates how green washing affects consumer behavior towards eco-friendly procurements. A survey with 748 participants was conducted using a structured questionnaire to create a structural equation model for data analysis. The data was analyzed using SMART-PLS software. Four models were developed for this analysis: (1) Measurement Model, (2) Importance-Performance Analysis (IPMA), (3) PLS Prediction, and (4) Structural Equation Model (SEM). The study is based on the theory of planned behavior.

Keywords: Green washing; Supply chain; Transparency; Availability; Green products; Consumer trust; Green purchase behavior (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s43546-025-00951-3

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