THE EFFECTS OF GREENWASHING ON PURCHASING INTENTION AND PERCEIVED QUALITY BY THE CONSUMER

Abstract

Purpose: This paper proposes to analyze greenwashing influence on purchase intention and to understand how its effects can cause a halo effect on the other sectors of the organization that are not directly linked to sustainability, such as perceived product quality, moderated by the consumer level of involvement with the product. Methodology: An experiment 2x2 between-subject design was conducted (with greenwashing x without greenwashing) x (high involvement x low involvement). The experiment was conducted online and the scenarios consisted of a fictitious automobile shopping website. Findings: Based on the analysis of the 134 observations collected, it was possible to support the negative influence of the practice of greenwashing on purchase intention and perceived product quality. When the participants realized that they were being deceived about a product of great importance to them, they reacted strongly negatively toward the organization. Theoretical and Methodological Contributions: This study contributed to the extension of knowledge regarding greenwashing theories, the influence of consumer involvement with the product and the theoretical model applied. The reaction identified through the involvement with the product expands knowledge regarding the Elaboration Probability Model since both scenarios led to the rejection. Originality: This paper complements the understanding regarding the halo effect caused by greenwashing. Overall, it demonstrates that high involvement with a product manifests negative attitudes toward the organization, through a reduction in the purchase intention and attribution of low quality when greenwashing is verified.