The influence of perceived greenwashing on consumer purchase intention in Europe

Abstract

Growing awareness of environmental issues has resulted in increased demand for products that are environmentally sustainable. While some companies have developed genuine sustainability strategies, others rely on deceptive marketing strategies. The upcoming implementation of the Corporate Social Responsibility Directive in Europe by 2024 may lead to a more frequent exposure of greenwashing practices. It is hence essential for managers to examine the potential consequences of greenwashing critically. This study aims to investigate the influence of perceived greenwashing on consumer purchase intention in Europe. The study employed a triangulation approach, which included a comprehensive literature review, an online survey, and qualitative semi-structured interviews with experts. The findings indicate that the perception of greenwashing leads to a notable reduction in consumers' willingness to purchase. This reduction is attributed to a decline in brand trust and loyalty.
Additionally, the thesis provides insights regarding the influence of socio-demographic data, as well as consumers’ environmental concerns in the context of greenwashing and purchase intention. The experts identified further determinants within the attitude-behavior relationship, such as consumer price orientation, product quality, habits, the extent of greenwashing, and
industry-specific dynamics. The study highlights the risks associated with deceptive marketing and recommends transparent and honest communication.

Date of Award	16 Oct 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Peter V. Rajsingh (Supervisor)