The dark side of green marketing: how greenwashing affects circular consumption?
Date
2023-07-28
Embargo
Advisor
Coadvisor
Journal Title
Journal ISSN
Volume Title
Publisher
MDPI
Language
English
Alternative Title
Abstract
Nowadays, we are witnessing the growth of the production and consumption of circular products. However, greenwashing is a marketing practice of presenting products as environmentally responsible without actually being so. This practice can influence consumer perceptions and attitudes toward the consumption of circular products. This study aims to explore the influence of companies’ greenwashing behaviors on the intention of circular consumption when mediated by environmental concerns and pro-circular information seeking by consumers. To this end, a sample of 826 valid responses from Portuguese consumers was collected. A quantitative methodology was used and the Partial Least Square method was applied. Our study found that greenwashing positively affects consumers’ environmental concerns and their propensity to seek sustainable information. These fac- tors, in turn, positively impact their intentions toward circular consumption. The findings challenge the traditionally negative perception of greenwashing, suggesting its paradoxical contribution to promoting sustainability. The study provides valuable insights into consumer behavior related to sustainability and has practical implications for companies and policymakers in shaping effective circular economy strategies.
Keywords
Greenwashing, Circular consumption, Circular economy, Sustainable information collecting, Environmental concerns
Document Type
Journal article
Publisher Version
10.3390/su151511649
Dataset
Citation
Lopes, J. M., Gomes, S. & Trancoso, T. (2023). The dark side of green marketing: how greenwashing affects circular consumption? Sustainability, 15(11649), 1-17. https://doi.org/10.3390/su151511649. Repositório Institucional UPT. http://hdl.handle.net/11328/5028
Identifiers
TID
Designation
Access Type
Open Access