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This study aims to understand how consumers perceive greenwashing and the psychological mechanisms involved.

May 18, 2026Asia Pacific Journal of Marketing and Logistics0 citations

Greenwashing Perception: Consumer Skepticism and Green Risk Effects

Greenwashing perception: mediating role of skepticism and moderating role of green risk

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Randomized trial investigates greenwashing perception in consumers, indicating key psychological influences.

This study aims to understand how consumers perceive greenwashing and the psychological mechanisms involved.
Survey data was collected from 260 consumers in major Chinese cities.
Moderated mediation analysis was used to examine the relationships between green consumer confusion, perceived consumer skepticism, and greenwashing perception.
The study explored the moderating role of green perceived risk in this relationship.
Green consumer confusion is positively linked to perceived greenwashing, both directly and through perceived consumer skepticism.
Higher levels of green perceived risk strengthen the connection between green consumer confusion and perceived consumer skepticism.
The overall indirect effect of green consumer confusion on greenwashing perception varies with green perceived risk levels.

Lin et al. (2026) studied this question.

View Full Paper

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Bookmark

May 18, 2026Asia Pacific Journal of Marketing and Logistics0 citations

Greenwashing perception: mediating role of skepticism and moderating role of green risk

View Full Paper

Ask AI

Bookmark

Authors

Randomized trial investigates greenwashing perception in consumers, indicating key psychological influences.

This study aims to understand how consumers perceive greenwashing and the psychological mechanisms involved.
Survey data was collected from 260 consumers in major Chinese cities.
Moderated mediation analysis was used to examine the relationships between green consumer confusion, perceived consumer skepticism, and greenwashing perception.
The study explored the moderating role of green perceived risk in this relationship.
Green consumer confusion is positively linked to perceived greenwashing, both directly and through perceived consumer skepticism.
Higher levels of green perceived risk strengthen the connection between green consumer confusion and perceived consumer skepticism.
The overall indirect effect of green consumer confusion on greenwashing perception varies with green perceived risk levels.

Lin et al. (2026) studied this question.

View Full Paper

Ask AI

Bookmark