The Role of Green Brand Trust and Perceived Greenwashing in Digital Green Advertising

Abstract

This study examines the impact of digital green advertising, along with the perceptions of greenwashing, trust in green brands and overall environmental skepticism on the intentions of consumers to buy green products in the Pakistani market. The research provides new theoretical knowledge on the topic of green consumption behavior in an emerging economy setting. The paper developed some hypotheses based on the existing theories and literature. The hypothesis was tested using large sample data that was collected through online survey. The hypothesis was tested using structural equation modeling. The study results reveal that digital green advertising has a significant effect on perceived greenwashing. However, the authors found evidence of direct influence of digital green advertising on green brand trust. The results show that digital green advertising has an indirect effect on green purchase intentions via green brand trust and perceived greenwashing. Similarly, green skepticism moderates the effects of digital green advertising on perceived greenwashing and digital green advertising on green brand trust. The study analyses the effect of digital green advertising, perceived greenwashing, green brand trust and green skepticism on green purchase intentions that is crucial for green consumption. Similarly, the research adds to the literature on environmental awareness and management of environmental protection through green purchases.