A consumer attributions-based approach for investigating the effect of corporate greenwashing on wishcycling

Abstract

This paper addresses the issue of corporate greenwashing and its impact on consumer behavior, specifically in the context of circular food and beverage packaging. We conducted a survey with 537 participants and utilized Structural Equation Modeling to analyze the relationships between company motives, consumer attributions, perceptions of greenwashing, and wishcycling behavior. Additionally, we explored the moderating effect of core self-evaluation on the relationship between circular packaging and greenwashing techniques. Our findings highlight the mediating role of consumer perceptions of company motives in the relationship between corporate greenwashing and wishcycling. We also found that consumer personality traits, particularly core self-evaluation, moderate the relationship between circular packaging and perceptions of greenwashing. These results emphasize the importance of understanding consumer behavior and perceptions in circular environments and policy domains. The findings provide valuable insights for policymakers, businesses, and researchers seeking to promote sustainable consumption and mitigate environmental harm in the transition toward a more circular economy.