Chapter 7: Moderating Role of Demographic Variables in the Link Between Greenwashing Perception, Attitude, and Green Purchase Intention

The current research explores how consumer-specific variables (e.g., education, income) impact the relationship between greenwashing perceptions and attitudes on green purchase intentions and how this may provide useful information and/or recommendations for marketers and policymakers related to Sustainable Development Goal (SDG) 12: Responsible Consumption and Production. The research study adopts a descriptive research design to examine consumer responses to greenwashing in the fast-moving consumer goods (FMCG) context. The data collection process involved a self-administered online survey that was subsequently analyzed using the Smart PLS software package to test the proposed hypotheses. The results indicate that education and income are significant moderating variables of the association between greenwashing perception and green purchase intention and in the relationship between attitude toward green washing and green purchase intention. This study provides actionable insights for marketers and policymakers to promote sustainable consumption by addressing the moderating effects of education and income. Tailored green marketing strategies and targeted educational initiatives can help rebuild consumer trust and align with SDG 12 goals. The research uniquely highlights the role of education and income in shaping green purchase intentions amidst greenwashing perceptions, offering a fresh perspective on consumer behavior in the FMCG sector and bridging a key gap in sustainability studies.