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<p>Green washing is a deceptive marketing way that can trick customers into trusting they are making ecologically friendly choices when they are not. This study investigates how green washing affects consumer behavior towards eco-friendly procurements. A survey with 748 participants was conducted using a structured questionnaire to create a structural equation model for data analysis. The data was analyzed using SMART-PLS software. Four models were developed for this analysis: (1) Measurement Model, (2) Importance-Performance Analysis (IPMA), (3) PLS Prediction, and (4) Structural Equation Model (SEM). The study is based on the theory of planned behavior.</p>

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Eco-Friendly or Eco-Fraud? The role of green washing in consumer behavior

  • 期刊论文

  • 发表日期：

    2025年10月20日

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  • Abhay Vyas,
  • Gyaneshwar singh Kushwaha,
  • Nenavath Sreenu

摘要

Green washing is a deceptive marketing way that can trick customers into trusting they are making ecologically friendly choices when they are not. This study investigates how green washing affects consumer behavior towards eco-friendly procurements. A survey with 748 participants was conducted using a structured questionnaire to create a structural equation model for data analysis. The data was analyzed using SMART-PLS software. Four models were developed for this analysis: (1) Measurement Model, (2) Importance-Performance Analysis (IPMA), (3) PLS Prediction, and (4) Structural Equation Model (SEM). The study is based on the theory of planned behavior.