The effects of greenwashing on consumer behavior: Study of the effects of greenwashing on green consumer confusion, green perceived risk and green trust

Objectives The main objectives of this study were to examine the effects of greenwashing on consumer behavior. More specifically, to explore the relationships between greenwashing and green consumer confusion, green perceived risk and further, green trust. These constructs have not been studies among Finnish consumers who have purchased ‘green’ products, and this study seeks to fill that gap in the research of consumer behavior. Summary First, literature on greenwashing, green consumer confusion, green perceived risk and green trust was reviewed. This thesis attempts to test the effects of greenwashing on these constructs. The focus of this study is on Finnish consumers’ who have bought products that are classified as ‘green’. Five hypotheses were studied by conducting and analyzing an online survey. Conclusions The study revealed that greenwashing has a positive effect on consumers’ green consumer confusion and green perceived risk, and a negative effect on green trust. In addition, green consumer confusion and green perceived risk have a negative mediating effect on green trust.