The Dark Side of Green Marketing: How Greenwashing Affects Circular Consumption?

Nowadays, we are witnessing the growth of the production and consumption of circular products. However, greenwashing is a marketing practice of presenting products as environmentally responsible without actually being so. This practice can influence consumer perceptions and attitudes toward the consumption of circular products. This study aims to explore the influence of companies’ greenwashing behaviors on the intention of circular consumption when mediated by environmental concerns and pro-circular information seeking by consumers. To this end, a sample of 826 valid responses from Portuguese consumers was collected. A quantitative methodology was used and the Partial Least Square method was applied. Our study found that greenwashing positively affects consumers’ environmental concerns and their propensity to seek sustainable information. These factors, in turn, positively impact their intentions toward circular consumption. The findings challenge the traditionally negative perception of greenwashing, suggesting its paradoxical contribution to promoting sustainability. The study provides valuable insights into consumer behavior related to sustainability and has practical implications for companies and policymakers in shaping effective circular economy strategies.