Does Green Skepticism Influence Repurchase Intention? The Moderating Effect of Greenwashing Among Malaysian Consumers

The rising prevalence of “greenwashing” has caused consumers to become more confused about the green promises made in a lot of commercials. This research looks at how brand image and green messaging relate to repurchase intention, and how greenwashing may act as a moderator in this connection. Data was gathered via convenience sampling. 150 people were selected as the study’s sample size. Using Smart PLA 4.0, this study uses the Structural Equation Model (SEM). According to the research, repurchase intention is significantly impacted by greenwashing of brands’ green messaging and image. People from Selangor, Malaysia, from a range of age groups and occupations made up the respondents. More significantly, from a pragmatic perspective, this study provides proof that greenwashing affects trustworthiness and creates opportunities for more study.