Does greenwashing dim green actions? Examining how greenwashing impacts consumers’ pro-environmental intentions

Purpose Greenwashing has become increasingly prevalent in contemporary business practices. Despite this rise, there remains a notable gap in academic research regarding how customers’ perceptions of greenwashing influence their pro-environmental intentions beyond mere green purchasing. This study aims to bridge this gap by drawing psychological inferences to understand how perceived greenwashing influences customers’ pro-environmental intentions. Design/methodology/approach This study uses a scenario-based, cross-sectional research design to explore the effects of perceived greenwashing. Data were collected from a micro-networking website, with a total of 360 Indian consumers participating in the study. The analysis was conducted using partial least squares – structural equation modeling (PLS-SEM) to assess the relationships posited in the research. Findings The analysis revealed that greenwashing significantly impacts perceived deceptiveness and consumer cynicism, both, in turn, influencing perceived ineffectiveness. This perceived ineffectiveness then negatively affects pro-environmental intentions, demonstrating how greenwashing undermines consumers’ willingness to engage in environmentally friendly behaviors. In addition, the study provides valuable insights into how different types of greenwashing affect these relationships. Practical implications The study offers critical implications for mitigating the negative impact of greenwashing on pro-environmental intentions, which are challenging to foster. Originality/value Existing literature primarily concentrates on the impacts of greenwashing on brands or customers’ switching and continuation intentions. This pioneering study introduces a unique perspective by exploring the impact of greenwashing on customers’ pro-environmental intentions in their everyday lives. Specifically, it investigates whether unethical practices by a brand can influence consumers’ lifestyles beyond the adverse effects these practices may have on the brand itself. This approach provides a deeper understanding of how greenwashing can affect consumer behavior in a broader context, offering significant insights into the intersection of corporate ethics and individual environmental actions.