True Or Fake ? The Influence Of Perceived “Greenwashing” On Consumers’ Purchase Intention

In the process of green marketing,the perceived "greenwashing" behavior has become an important influencing factor for consumers to give up buying products with green characteristics.However,most of the relevant research is concentrated abroad and few quantitative analysis is used.Based on the perspective of marketing,this article conducts a detailed study on the relationship between the perceived "greenwashing" of products in the daily necessities industry and consumer’s purchase decision-making,starting from the perception of domestic consumers’ "greenwashing" behavior,with quantitative research as the main focus and qualitative research as the auxiliary.That is,the authenticity of the phenomenon was determined by screening the interviewees with large differences,and then the research hypothesis was verified by questionnaire survey for consumers who have experienced“greenwashing" or purchasing experience.This study is based on the "ABC Model of Attitudes " as a theoretical basis,and introduces the standard learning level of the model——"cognitive-affect-behavior tendency" research paradigm.It takes perceived "greenwashing" as the independent variable,purchase intention as the outcome variable,green skepticism as the intermediary variable,and product knowledge as the moderator variable.It also considers the specific regulatory role of brand strength and its dimensions in the perceived "greenwashing" and green skepticism impact path.Using SPSS22.0 and the Process plug-in,Amos 24.0,we conducted correlation analysis,regression analysis,intermediary test,regulatory test on the collected valid data to explore the impact of perceived "greenwashing" on consumer purchase intention.The research results show that when consumers perceived "greenwashing" behavior,they will have a negative attitude,namely green skepticism,which leads to the decision to give up buying.In this process,there is a significant moderating effect between the product knowledge held by consumers and brand strength.That is,the stronger the brand strength,the higher the degree of green skepticism of consumers.The higher the level of product knowledge of consumers,the less willing they are to choose to buy perceived "greenwashing" products.This study once again validates the research paradigm of "cognitive affect behavioral tendencies" of attitudes,and adds analysis of brand strength variables to enrich the research on the impact of perceived "greenwashing" on consumer purchase intention;Help consumers identify "greenwashing",remind enterprises of the serious consequences of "greenwashing"behavior on the audience and the environment,and inform enterprises that want to truly engage in green marketing to achieve information transparency as much as possible,avoid"greenwashing",and contribute to the sustainable development of enterprises and society.