Circular packaging under suspicion: The cat and mouse game with greenwashing

Abstract

Purpose – As consumers become increasingly savvy to deceptive marketing tactics such as greenwashing, the nexus between the desire to buy goods housed in circular packaging, environmental consciousness and the quest for pro-circular insights takes center stage in discussions surrounding conscientious and sustainable consumption. This study aims to evaluate how consumers’ perceptions of companies’ greenwashing behaviors influence their environmental concerns, the search for pro-circular information and consumers’ intention to purchase products with circular packaging. Design/methodology/approach – In total, 826 valid responses were obtained from consumers who purchased products with circular packaging. The partial least square method was applied. Findings – The findings indicate that consumers’ perception of greenwashing positively influences their environmental concerns, search for pro-circular information and intention to purchase circular packaging products. In addition, environmental concerns and the pursuit of pro-circular information independently enhance this purchase intention. Notably, the impact of greenwashing perception on purchase intention is stronger when mediated by environmental concerns and the search for pro-circular information, suggesting that environmentally conscious consumers, who actively seek pro-circular information, are more likely to respond to greenwashing by increasing their preference for circular packaging products. Originality/value – This research stands out for its original exploration of the complex dynamics between greenwashing and consumer behavior toward circular packaging. This study examines how environmental concerns and pro-circular information interplay with greenwashing to shape purchasing intentions, offering fresh insights into the pivotal role of transparent communication. This study’s innovative approach also lies in its analysis of the moderating effects of environmental consciousness and information, revealing how these factors can offset greenwashing’s negative impact. Furthermore, it provides a novel perspective by demonstrating the dual nature of perceived greenwashing and proposing actionable strategies, such as reducing misleading practices and enhancing government regulation, that empower both companies and consumers to foster sustainable choices, setting it apart as a forward-thinking contribution to the field.