The Effect of Greenwashing, Attitudes & Beliefs on Green Purchase Intention (Case Study: Kerman Environmentalists)

Today, many consumers advocate green products to reduce the effect of their consumption practices on the environment For this reason, companies have tried to produce green products, but many of the actions of companies in the field of green product production are misleading and deceptive, which is called greenwashing. The present study aimed to investigate the effect of understanding greenwashing, attitudes, and beliefs on green purchase intention among environmentalists. The population included the environmentalists in Kerman, to whom a standard electronic questionnaire was sent for data collection. Finally, 384 questionnaires were collected and analyzed. The findings indicated that the understanding of greenwashing has a positive effect on the confusion of green consumption and an increase in perceived risk. However, it can reduce the perceived benefit, satisfaction, and loyalty. In addition, the attitude and beliefs of the environmentalists have a positive effect on the perceived benefit, satisfaction, and loyalty. If environmentalists have a positive attitude toward green products, there will be less confusion about consuming green products.