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August 19, 2025Open Access

Perceptions of Greenwashing and Purchase Intentions: A Model of Gen Z Responses to ESG-Labeled Digital Advertising

SBStefanos BalaskasDemocritus University of Thrace ISIoannis S. StamatiouHellenic American University KKKyriakos KomisUniversity of Patras

Key Points

Advertising skepticism was the strongest predictor of purchase intention, highlighting its central role in decision-making.
Results showed all hypothesized effects were statistically significant, emphasizing the connectedness of greenwashing and consumer behavior.
The analysis utilized a structural equation model based on responses from 690 Greek consumers aged 18–35, capturing diverse perspectives.
Education and digital literacy supported resilience against persuasive advertising, suggesting implications for marketers and educators.

Abstract

This research examines the cognitive and psychological mechanisms underlying young adults’ reactions to ESG-labeled online advertisements, specifically resistance to persuasion and purchase intention. Based on dual-process theories of persuasion and digital literacy theory, we develop and test a structural equation model (SEM) of perceived greenwashing, online advertising literacy, source credibility, persuasion knowledge, and advertising skepticism as predictors of behavioral intention. Data were gathered from 690 Greek consumers between the ages of 18–35 years through an online survey. All the direct effects hypothesized were statistically significant, while advertising skepticism was the strongest direct predictor of purchase intention. Mediation tests indicated that persuasion knowledge and skepticism partially mediated perceptions of greenwashing, literacy, and credibility effects, in favor of a complementary dual-route process of ESG message evaluation. Multi-group comparisons revealed significant moderation effects across gender, age, education, ESG familiarity, influencer trust, and ad-avoidance behavior. Most strikingly, women evidenced stronger resistance effects via persuasion knowledge, whereas younger users and those with lower familiarity with ESG topics were more susceptible to skepticism and greenwashing. Education supported the processing of source credibility and digital literacy cues, underlining the contribution of informational capital to persuasion resilience. The results provide theoretical contributions to digital persuasion and resistance with practical implications for marketers, educators, and policymakers seeking to develop ethical ESG communication. Future research is invited to broaden cross-cultural understanding, investigate emotional mediators, and incorporate experimental approaches to foster consumer skepticism and trust knowledge in digital sustainability messages.

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