THE IMPACT OF GREENWASHING ON CONSUMER GREEN BUYING INTENTION AND BEHAVIOUR

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.