Information and Knowledge Influence the Relationship between Green Confusion, Greenwash with Purchase Intension

Abstract

This study discusses the effect of greenwash and green confusion on purchase intention and determines the moderation effect of information and knowledge. The study is quantitative, so the researcher collected data from the university staff and faculty members regarding fast foods. This research study used the statistical package for social sciences to commence a quantitative study. The data was collected from 201 participants from the said population. The results assure that there is a negative relationship between greenwash and green confusion with purchasing intention. Therefore, the current study recommends that businesses reduce their greenwashing practices by not just claiming their "greenness" but also demonstrating the proof of their green products to avoid risk and customer misunderstanding. The result of the study confirmed that information and knowledge moderate the relationship between greenwash and green confusion with purchase intention. Furthermore, the companies will provide the committed environment with clear information. The study tries to fill the gap and improve the information and knowledge regarding fast food to the customer, which will improve the intention of the customers.