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

Abstract

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.