This study aims to explore the dual role of perceived greenwash (PGW) in shaping pro-environmental purchase decisions, examining its negative influence on green trust while also assessing its potential to foster environmental concern and information-seeking behavior.
A systematic review of 59 studies categorizes PGW’s consequences into four key dimensions. Meta-analytic structural equation modeling (MASEM) is used to evaluate the strength and significance of relationships between PGW, its dimensions and green purchase decisions (GPD).
PGW significantly creates barriers to green purchases but paradoxically enhances environmental perceptions. However, these perceptions alone fail to build sufficient GPD or offset the hindrance caused by greenwashing. Transparency and authenticity in sustainability claims are critical to mitigating PGW’s adverse effects.
Businesses must address greenwashing-induced distrust through genuine sustainability efforts, while policymakers should enforce stricter regulations. Aligning marketing strategies with verified environmental benefits can improve green product perceptions and encourage sustainable consumer behavior.
As the first meta-analysis to systematically assess PGW’s impact on GPD, this study clarifies its complex dynamics, offering actionable insights for fostering credibility and long-term consumer satisfaction in sustainable markets.
