Commerce and Management

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Subject: search.filters.subject.Greenwashing

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    The Impact of Greenwashing on Green Purchase Intention with The Moderating Effect of Green Skepticism in the Organic Food Industry in Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Cooray, M. A. R.; Mirando, U. J.
    Green marketing has grown rapidly in recent years, and businesses have used it to outperform their competitors. Greenwashing has become a critical factor in the organic food industry, especially in developing country markets such as Sri Lanka, where consumer trust plays a crucial role in green purchasing intention. While previous studies have been conducted in Western countries, this study in Sri Lanka is an attempt to partially fill the discrepancy. Therefore, this study investigates the impact of greenwashing on green purchase intention while investigating green skepticism as a moderating variable in the organic food industry in Sri Lanka. The researcher can extend the moderating effect of the factor of green skepticism among greenwashing and green purchase intention, which has been less used in previous studies. The researcher has developed a conceptual framework to examine the impact of greenwashing and green purchase intention in the Organic Food Industry in Sri Lanka. The variable green skepticism is also considered to examine the moderating effect of the above relationship. This study has adopted a positivism research philosophy, and the researcher has used a quantitative methodological approach to examine causal relationships between the variables. This was cross-sectional descriptive research based on an online survey method and data were collected using a structured questionnaire and a 5-point Likert scale-based measure of the dimensions of greenwashing, green purchase intention and green skepticism. The questionnaire includes seven dimensions of greenwashing, five dimensions of green purchase intention and four dimensions of green skepticism. The sample consisted of 384 Sri Lankan consumer respondents. The researcher has used the convenience sample technique under the non-probability sampling method. Two hypotheses were developed based on literature and hypotheses were tested using Statistical Package for Social Sciences (SPSS) with Hayes process model and simple regression analysis. After in-depth analysis, the researcher obtained the findings explained below. The study indicates that greenwashing has a significant negative impact on green purchase intention and significantly impacted green skepticism between greenwashing and green purchase intention in the organic food industry in Sri Lanka. This study’s results reveal that greenwashing impacts green purchase intention. The study highlights useful data to assist practitioners in addressing these issues and emphasizes the significance of decreasing greenwashing for increasing green purchase intention. The findings offer recommendations for further study in countries that are developing as well as implications for businesses that seek to increase the consumption of organic foods and decrease green skepticism. The researcher has considered only the moderating effect of green skepticism, as there may be other variables that mediate or moderate the relationship between greenwashing and green purchase intention. Future researchers could explore the mediating and moderating impact of other factors overlooked in the current study, such as perceived risks, environmental concerns, and customer attitudes, information and knowledge that might affect the association between greenwashing and green purchase intention.
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    The Impact of Greenwashing on Consumer Attitudes Towards Green Products: Examining the Mediating Effect of Brand Trust with Special Reference to Cosmetic Industry in Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Lakshan, K. R. K.; Subasinghe, S. M. A. N. M.
    This study investigates the impact of greenwashing on consumer attitudes towards green products, with a specific focus on the mediating role of brand trust in the Sri Lankan cosmetics industry. Greenwashing, characterized by deceptive environmental claims, undermines consumer trust in sustainability-oriented products. By addressing gaps in existing literature, this research explores how greenwashing influences consumer behavior and highlights the critical role of brand trust in shaping these attitudes. As anticipated, empirical evidence supports the relationships between greenwashing, brand trust, and consumer attitudes towards green products. The mediation hypothesis was also validated by the research findings. The research employed a quantitative approach, utilizing a structured survey distributed to 387 respondents familiar with eco-friendly cosmetics. Quantitative data refers to information that can be counted or expressed numerically. For this research, quantitative data was primarily used to achieve optimal study outcomes. Positivism, which focuses entirely on a deductive approach, guided this research. A questionnaire survey was employed to validate and examine the hypotheses and research model. To ensure informed responses, participants were provided with explanations of greenwashing concepts and the study objectives. Statistical analyses, including correlation and regression, were conducted using SPSS 26 to test hypotheses and examine relationships between variables. The results indicate that greenwashing negatively affects both brand trust and consumer attitudes towards green products, reinforcing skepticism caused by deceptive marketing practices. Brand trust was identified as a significant mediator, positively influencing consumer attitudes and improving perceptions of environmentally friendly products. These findings align with previous studies, emphasizing the importance of transparency in fostering consumer trust. The study is confined to the Sri Lankan cosmetics industry, and the sample size may not fully capture the broader perspectives of consumers. This research has limitations in comprehensively addressing the diversity of consumer perceptions and responses to greenwashing across different cultures and regions. Additionally, the reliance on self-reported data introduces the possibility of response bias. The research provides theoretical insights into the dynamics between greenwashing, brand trust, and consumer attitudes, enriching the literature on sustainable consumer behaviour. Practically, it highlights the necessity for cosmetics companies to emphasize authenticity and transparency in their environmental claims. These findings pave the way for further investigation into greenwashing and its broader implications in the consumer marketplace. The research offers substantial theoretical and managerial implications, which will be discussed further in relation to future research directions. Future studies could investigate the impact of greenwashing across diverse industries and cultural contexts.
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    The Impact of Greenwashing on Brand Trustworthiness of the cosmetic industry in western province Sri Lanka: The Mediating Role of Environmental Consciousness
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Krishantha, G. H. H. S.; Udovita, P. V. M. V. D.
    With the rising demand for eco-friendly products in Sri Lanka, particularly in the Western Province, the cosmetics industry has witnessed a shift towards sustainable and organic offerings. However, greenwashing—misleading marketing practices that exaggerate a brand’s environmental efforts—has raised concerns about brand trustworthiness. This study examines the impact of greenwashing on brand trust in the Sri Lankan cosmetics industry, emphasizing the mediating role of environmental consciousness. It hypothesizes that consumers with higher environmental awareness are more negatively affected by greenwashing, leading to reduced trust in cosmetic brands. A quantitative research approach was employed, using a structured questionnaire to collect data from a sample of consumers in the Western Province. The survey assessed consumer perceptions of greenwashing, environmental awareness, and brand trustworthiness. Statistical analyses, including regression analysis, were conducted to examine relationships between variables and evaluate the mediating role of environmental consciousness. The results indicate that greenwashing has a significant negative impact on brand trustworthiness. Additionally, environmental consciousness partially mediates this relationship, suggesting that consumers with higher environmental awareness are more sensitive to greenwashing’s adverse effects on brand reputation. These findings underscore the importance of transparency in sustainability claims and the need for genuine environmental practices to maintain consumer trust. The study is geographically limited to Sri Lanka’s Western Province, restricting the generalizability of findings to other regions or industries. Additionally, the cross-sectional research design limits the ability to establish causal relationships over time. The findings provide valuable insights for multiple stakeholders. Consumers will gain awareness of greenwashing tactics, enabling them to make more informed purchasing decisions. Cosmetic brands can use these insights to develop authentic, sustainability-driven marketing strategies that enhance trust and credibility. Policymakers can leverage the findings to implement regulations that discourage greenwashing and promote genuine eco-friendly business practices.