September 10, 2025SustainabilityOpen Access

The Impact of Greenwashing Awareness and Green Perceived Benefits on Green Purchase Propensity: The Mediating Role of Green Consumer Confusion

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Greenwashing awareness significantly enhances green purchase propensity, indicating informed consumers are more likely to choose eco-friendly options.
The positive influence of green perceived benefits on purchase propensity was confirmed, as consumers value the advantages of eco-friendly products.
Green consumer confusion mediates the relationship between greenwashing awareness and purchase propensity, highlighting the need for clarity in marketing messages.
Findings suggest that organizations can develop more effective green marketing strategies by reducing confusion and building consumer trust in green products.

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Implication

Analysis reveals that greenwashing awareness and perceived benefits affect green purchase propensity, suggesting pathways for clearer marketing strategies.

Cite This Study

Apostolopoulos et al. (2025) studied this question.

synapsesocial.com/papers/68c24009b210217d64798abe https://doi.org/10.3390/su17146589

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Implication

Analysis reveals that greenwashing awareness and perceived benefits affect green purchase propensity, suggesting pathways for clearer marketing strategies.

The Impact of Greenwashing Awareness and Green Perceived Benefits on Green Purchase Propensity: The Mediating Role of Green Consumer Confusion

Key Points

Discussion

Implication

Cite This Study

The Impact of Greenwashing Awareness and Green Perceived Benefits on Green Purchase Propensity: The Mediating Role of Green Consumer Confusion

Key Points

Discussion

Implication

Cite This Study

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