The impact of greenwash practices over green purchase intention: The mediating effects of green confusion, Green perceived risk, and green trust

The study discusses the influence of greenwash on green purchase intention and explores the mediation roles of green confusion, green perceived risk and green trust. The research object of this study focuses in Jordanian food and beverage corporations. This research utilizes structural equation modeling to undertake an empirical study. The results indicate that greenwash positively effects green confusion and green perceived risk. Besides, this study demonstrates that green confusion and green perceived risk mediate the negative relationship between greenwash and green purchase intention. It means that greenwash does not only have a directly negative effect on green purchase intention, but also have an indirectly negative effect on it via green confusion and green perceived risk. Finally, green trust does not influence green purchase intention and does not mediate the greenwash and green purchase intention relationship. Thus, this study suggests that companies should decrease their greenwash behaviors and should not only claim their "greenness" but also show the proof of their green products. These policies would reduce customer confusion and risk. It will raise the likelihood of green practices and claims by businesses, and contribute to improved green food and beverage purchasing intention.