Purpose Most often, consumers fall prey to the deceptive green practices of companies, which erode their trust. Using an integrative theoretical framework that combines signaling, attribution and cognitive dissonance theories, this study addresses the issue by examining how non-deception (ethical brand practices), perceived greenwashing concerns and brand nature experiences shape green brand trust and, in turn, influence consumers’ purchase intentions. Furthermore, the study examines the mediating role of green brand trust between the independent and dependent variables as well as the moderating effects of non-deception and brand nature experiences on the relationship between perceived greenwashing concerns and green brand trust. Design/methodology/approach The collected data from 294 respondents was analyzed using the structural equation modeling technique with the help of SmartPLS 4.0 statistical software. Findings The findings indicate that non-deception and brand-nature experience positively influence green brand trust, but greenwashing concerns have a negative impact. Additionally, green brand trust acts as a full mediator. Furthermore, non-deceptive practices significantly influence the relationship between perceived greenwashing concerns and green brand trust, whereas the impact of brand-nature experiences on this relationship is insignificant. Originality/value This study contributes to the existing greenwashing literature by examining the mechanisms that alleviate the impact of perceived greenwashing. Thus, it emphasizes the importance of nature-based ads and ethical practices in trust-building.
Rahman et al. (2025) studied this question.