Abstract:
The paper explores the influence of greenwashing on green buying behavior and studies
the mediating effect of green trust and perceived risk in molding consumer behavior. The
research objective of this study focuses on how consumer perceive green washing
practices and whether this practice is beneficial for the companies or the other way
around. This research was primarily focused on the Pakistani consumers and how they
perceive green washing. In addition, the study finds out that green trust positively effects
green buying behavior whereas perceived risk is negatively related to green buying
behavior. The results also demonstrate that green wash is negatively associated with
intention towards buying green product. However, people are not very well aware of the
greenwashing terms so the threat to external validity is present. Marketers must analyze
how consumers perceive green washing so that strategies of going green can be aligned
with consumers buying behavior. However, if companies would like to reduce the indirect
effect of green wash on buying behavior, they need to decrease the associated risk with it
while increasing green consumer trust.
