UNDERSTANDING IMPACT OF GREEN PERSUASION PARADOX ON GREEN PURCHASE INTENTION: AN EMPIRICAL STUDY

In today’s world, everything has been hyphenated with green, evolving from a specialised marketing tactic to an essential aspect of company rebranding. But it brought along the wave of greenwashing, raising concerns about its truthfulness in the minds of green consumers. The study, centred around the persuasion knowledge model, examines the cognitive mechanisms by which sustainable message characteristics impact consumer purchase intention. Data was collected from 117 consumers using a structured questionnaire. The findings of the study indicate that claim specificity and substantiveness can significantly reduce perceived manipulative intent and positively impact consumer purchase intention. Claim verifiability and green consumer Skepticism moderate this relation. The study contributes to the green advertising literature by elucidating how consumers evaluate green claims and providing guidelines to marketers for designing sustainable advertisement messages that can combat the rising Skepticism.