Modelling the Relationship among Green Purchase Intention, Green Trust and Greenwashing: A Mediated Approach

The findings showed that: (1) Green Purchase Intention was negatively and significantly influenced by Green Scepticism whereas positively influenced by Green Trust and Green WOM but not influenced by Green Confusion; (2) Green Trust was negatively and significantly influenced by Green Scepticism and Green Washing whereas positively influenced by Green WOM but there is no significant influence of Green Confusion on Green Trust; (3) there is no evidence of direct association between Green Washing and Green Purchase Intention while there is a significant indirect association through Green Trust, Green WOM and Green Scepticism, which acted as full mediators in the relationship but Green Confusion does not have any mediating effect between the relationship; (4) Green WOM and Green Scepticism acted as partial mediators between Green Washing and Green Trust but Green Confusion does not have any mediating effect between the relationship.