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Elucidating the Gap between Green Attitudes, Intentions, and Behavior through the Prism of Greenwashing Concerns

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  • Kostoula Margariti

    (Department of Business Administration, Aristotle University of Thessaloniki, 54124 Thessaloniki, Greece)

  • Leonidas Hatzithomas

    (Department of Business Administration, University of Macedonia, 54636 Thessaloniki, Greece)

  • Christina Boutsouki

    (Department of Business Administration, Aristotle University of Thessaloniki, 54124 Thessaloniki, Greece)

Abstract

Recent advancements in research on green marketing indicate that green marketing strategies have a notable impact on consumers’ attitudes, intentions, and behavior. However, despite consumers expressing environmental concerns and holding positive attitudes toward green initiatives, their enthusiasm is not consistently translated into actual purchase intentions and green purchases, revealing a noticeable gap between attitudes, intentions, and behaviors. To date, the drivers contributing to this gap have been narrowly investigated, particularly focusing on consumers’ growing apprehensions about greenwashing. Based on an integrated framework of the theory of planned behavior (TPB) and green purchase behavior (GPB), the present study probes the conditional indirect effect of consumers’ attitudes toward green purchases on green purchase behavior through their purchase intentions that are moderated by greenwashing concerns. An online survey with 364 participants indicates that purchase intentions mediate the relationship between attitudes and green product purchase behavior. Attitude toward green products in high (compared to low) levels of greenwashing concerns seems to have a significantly less positive effect on green purchase intention and in turn on green purchase behavior.

Suggested Citation

  • Kostoula Margariti & Leonidas Hatzithomas & Christina Boutsouki, 2024. "Elucidating the Gap between Green Attitudes, Intentions, and Behavior through the Prism of Greenwashing Concerns," Sustainability, MDPI, vol. 16(12), pages 1-13, June.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:12:p:5108-:d:1415644
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    References listed on IDEAS

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    1. Szerena Szabo & Jane Webster, 2021. "Perceived Greenwashing: The Effects of Green Marketing on Environmental and Product Perceptions," Journal of Business Ethics, Springer, vol. 171(4), pages 719-739, July.
    2. John Thøgersen & Ulf Schrader, 2012. "From Knowledge to Action—New Paths Towards Sustainable Consumption," Journal of Consumer Policy, Springer, vol. 35(1), pages 1-5, March.
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