The effect of green washing on the buying behavior of consumers considering the mediating role of trust, brand image, loyalty and credibility of the green brand

Objective: Given the increasing popularity of environmental issues, more companies are willing to create a green brand image to differentiate their products, and in this regard, some use greenwashing to make consumers believe that they are environmentally friendly in order to take advantage of green opportunities in the market. The purpose of this study is to determine the effect of greenwashing on the green purchasing intention and behavior of consumers of luxury cosmetics and hygiene products brands.
Method: This study is applied in terms of purpose, time, cross-sectional, paradigm, positivism, descriptive-survey research method, and quantitative in terms of implementation process. Data analysis was performed using SPSS and Smart PLS software.
Findings: Greenwashing has a negative effect on green trust, green brand image, green brand loyalty, and brand reputation. Green trust, green brand image, green brand loyalty, and brand reputation have a positive effect on green purchasing intention, and green purchasing intention has a positive effect on green purchasing behavior.
Conclusion: According to the results of data analysis, all hypotheses were confirmed. Based on the review and comparison of the results of these hypotheses with previous studies, it was determined that advertisements that use greenwashing or green showing have a negative impact on green trust, green brand image, green brand loyalty, and brand reputation. To improve brand image and consumer loyalty, companies should reduce greenwashing behaviors and enable consumers to access clear and concise messages to reduce their skepticism about their green claims.