Revisiting the Relationship Between Greenwashing Perception and Consumer Purchase Intentions: Assessing the Mediating Role of Word of Mouth and the Moderating Role of Environmental Knowledge
Analysis of 275 respondents showed word of mouth strongly influences buying intentions related to green products.
Ecological information does not effectively moderate the relationship between perceived greenwashing and purchase intention.
The study's findings emphasize the need for businesses to manage their green reputation to foster sustainable consumption.
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Implication
Quantitative analysis illustrates how perceived greenwashing influences purchase intentions in consumers, suggesting word of mouth plays a crucial role.