Effects of greenwashing on green purchase intention: the mediating role of green skepticism, green brand love and green brand loyalty

This study examines how greenwashing effects customers' intention to make environmentally friendly purchases, known as green purchase intention, and how green skepticism, green brand love, and green brand loyalty mediate this relationship. Using the Attitude-Behavior-Context theory as a framework, ten hypotheses were developed and tested with a sample of 348 Palestinian consumers who had purchased organic or green foods in the West Bank. The findings indicate that greenwashing has a negative impact on green purchase intention, and this relationship is mediated by green brand loyalty and love, but not by green skepticism. Green brand love and loyalty also significantly influence green purchase intention, while green skepticism does not. The study highlights the importance of reducing greenwashing to increase green purchase intention, brand love, and loyalty, and offers practical evidence to help practitioners address this issue. The results have implications for firms seeking to reduce skepticism and increase organic food purchases, with recommendations for future research in developing countries.