Have I purchased the right product? Consumer behavior under corporate greenwash behavior

Abstract Extensive research on corporate greenwash behavior has been conducted within sustainable consumption, yet aware of green product information asymmetry remains largely unexplored. Drawn upon value‐attitude‐behavior hierarchy, this study investigates the impact of corporate greenwash behavior on green purchase behavior among customers in Taiwan, with a particular focus on the mediating role of green trust and environmental attitudes and on the moderating role of green product information asymmetry. Customers purchasing green products in northern Taiwan were surveyed using an online questionnaire. Data were gathered on two distinct occasions via a survey, yielding responses from 390 consumers in Taiwan. Our findings reveal that green trust mediates the relationship between corporate greenwash behavior and environmental attitudes and environmental attitudes mediates the relationship between green trust and green purchase behavior. Interestingly, while an green product information asymmetry weakens the negative relationship between corporate greenwash behavior and green trust, and strengthens the positive relationship between environmental attitudes and green purchase behavior. Our study contributes new insights into the relationship between corporate greenwash behavior on green purchase behavior within the unique context SDG 12 for responsible consumption and production goals, highlighting the complex interplay of green product information asymmetry to green trust and green purchase behavior.