Perceived greenwashing and its impact on eco-friendly product purchase

• Shabani shojaei, Alireza ^[1] ; Barbosa, Belem ^[1] ; Oliveira, Zaila ^[2] ; Regalo Coelho, Ana Maria ^[1]
  1. [1] Universidade Do Porto

     Universidade Do Porto

     Santo Ildefonso, Portugal

     
  2. [2] University of Maia-ISMAI; Higher Institute of Accounting and Administration of Aveiro, University of Aveiro.
• Localización: Tourism & Management Studies, ISSN-e 2182-8466, ISSN 2182-8458, Vol. 20, Nº. 2, 2024, págs. 1-12
• Idioma: inglés
• DOI: 10.18089/tms.20240201
• Títulos paralelos:
  • Greenwashing percebido e o seu impacto na compra de produtos ecológicos
• Enlaces
  • Texto completo (pdf)
• Resumen
  • português

    O principal objetivo deste artigo é investigar o efeito do greenwashingpercebido no comportamento de compra de produtos ecológicos. Com base nas contribuições da literaturaforam definidas doze hipóteses. Adotou-se metodologia quantitativa, recolhendo dados através de um inquérito online (N = 270) e usando o SmartPLS para análise. Os resultados confirmam que tanto o greenwashingpercebido como o risco percebido têm uma influência negativa nas atitudes dos consumidores. Embora não se tenha verificadoefeitos diretos na intenção de compra, verificou-se para ambos um efeito indireto negativo significativo através das atitudes. Além disso, foi confirmado que o comportamento de compra é influenciado positivamente pelas atitudes e pela disposição para pagar mais. Estes resultados contribuem para o conhecimento sobre o impacto do greenwashingpercebido no comportamentodo consumidor, especialmente no que diz respeito a diferentes tipos de produtos. Para os gestores, destaca-sea importância de mitigar o greenwashinge as perceções de risco associadas aos produtos ecológicos devido aos seus impactos negativos indiretos na intenção e no comportamentode compra.

  • English

    The main aim of this article is to investigate the effect of perceived greenwashing on consumers' purchasing behavior of eco-friendly products. Twelve research hypotheses were defined based on contributions from the literature. To test these hypotheses,a quantitative methodology was employed, collecting data through an online survey (N = 270) and using SmartPLS for analysis. The results confirm that perceived both perceived greenwashing and perceived risk have a negative influence on consumerattitudes. While their direct effects on purchase intention were found to be insignificant, both perceived greenwashing and perceived risk had a significant negative indirect effect on purchase intention through attitude. Additionally, it was confirmed that purchase behavior is positively affected by attitude and by willingness to pay more. These resultscontribute to addressing the limited knowledge regarding the impact of consumers' perceived greenwashing on their behavior, especially concerning different product types. Furthermore, they provide valuable insights for managers, highlighting the importance of mitigating greenwashing and risk perceptions associated with eco-friendly products due to their indirect negative impacts on purchase intention and behavior.

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