Greenwashing and Consumer Green Perceived Value: The Mediation Mechanism of Green Consumer Confusion and Green Perceived Risk
Abstract
Amid rising consumer awareness and regulatory scrutiny of corporate sustainability claims, greenwashing has become a pressing concern in green marketing. This study investigates the impact of greenwashing on consumer perceptions by examining its influence on green perceived value, consumer confusion, and green perceived risk. Specifically, it explores the mediating roles of consumer confusion and green perceived risk in the relationship between greenwashing and green perceived value. Using structural equation modeling (SEM) and a dataset of 299 responses from green product consumers in China, the findings indicate that greenwashing significantly diminishes green perceived value. Notably, consumer confusion emerges as a critical mediator, amplifying the negative effect of greenwashing by leading to flawed purchasing decisions. However, contrary to expectations, green perceived risk does not mediate this relationship, suggesting the presence of cognitive biases or other unexamined factors influencing consumer decision-making. These findings contribute to the literature on green marketing by revealing the nuanced mechanisms through which greenwashing affects consumer evaluations. They also highlight the need for businesses to implement transparent and authentic green marketing strategies to preserve consumer trust and perceived value. Furthermore, this study provides novel insights into the complex interplay between green perceived risk and consumer judgment, paving the way for future research on sustainable marketing practices.
References
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[39] Tarabieh, S. M. Z. A. (2021). The impact of greenwashing practices over green purchase intention: The mediating effects of green consumer confusion, Green perceived risk, and green trust. Management Science Letters, 11(2), 451-464. DOI: https://doi.org/10.5267/j.msl.2020.9.022
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[42] Walsh, G., & Yamin, M. (2005). Towards a conceptual model of consumer confusion. Advances in consumer Research, 32(1), 143-150.
[43] Walsh, G., Hennig-Thurau, T., & Mitchell, V. W. (2007). Consumer confusion proneness: scale development, validation, and application. Journal of Marketing Management, 23(7-8), 697- 721. DOI:https://doi.org/10.1362/026725707x230009
[44] Wickens, C. D., & Carswell, C. M. (2021). Information processing. Handbook of human factors and ergonomics, 114-158. DOI: https://doi.org/10.1002/9781119636113.ch5
[45] Yang, Z., Nguyen, T. T. H., Nguyen, H. N., Nguyen, T. T. N., & Cao, T. T. (2020). Greenwashing behaviours: Causes, taxonomy and consequences based on a systematic literature review. Journal of business economics and management, 21(5), 1486-1507. DOI: https://doi.org/10.3846/jbem.2020.13225
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[48] Lyon TerraChoice. (2009). The seven sins of greenwashing. Environmental Marketing Inc, Ottawa. DOI:https://doi.org/10.1057/9781137432537.0015
[2] Azzopardi, L. (2021, March). Cognitive biases in search: a review and reflection of cognitive biases in Information Retrieval. In Proceedings of the 2021 conference on human information interaction and retrieval (pp. 27-37). DOI: https://doi.org/10.1145/3406522.3446023
[3] Bartucz, C., Süle, E., & Horváth, A. (2025). Cognitive-Biased Decision on Courier Express Parcel Market and the Effect of Narratives. Logistics, 9(1), 29. DOI: https://doi.org/10.3390/logistics9010029
[4] Chen, Y. S., & Chang, C. H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management decision, 50(3), 502-520. DOI:https://doi.org/10.1108/00251741211216250
[5] Chen, Y. S., & Chang, C. H. (2013). Towards green trust: The influences of green perceived quality, green perceived risk, and green satisfaction. Management Decision, 51(1), 63-82. DOI:https://doi.org/10.1108/00251741311291319
[6] Chen, Y. S., Tien, W. P., Lee, Y. I., & Tsai, M. L. (2016, September). Greenwash and green brand equity. In 2016 Portland International Conference on Management of Engineering and Technology (PICMET) (pp. 1797-1803). IEEE. DOI: https://doi.org/10.1109/picmet.2016.7806783
[7] Chen, Y. S., Lin, Y. H., Lo, W. Y., & Lai, P. Y. (2022). Sustainable trick or tactic? The influence of greenwashing on green reputation, green satisfaction and green perceived value. 交大管理學報, 42(1), 117-149. DOI: https://doi.org/10.53106/102873102022064201004
[8] Chernev, A. (2025). Strategic brand management. cerebellum press.
[9] Gong, Y., Wang, H., Xia, Q., Zheng, L., & Shi, Y. (2021). Factors that determine a patient's willingness to physician selection in online healthcare communities: a trust theory perspective. Technology in Society,64, 101510. DOI: https://doi.org/10.1016/j.techsoc.2020.101510
[10] Cristofaro, M., Giardino, P. L., Malizia, A. P., & Mastrogiorgio, A. (2022). Affect and cognition in managerial decision making: A systematic literature review of neuroscience evidence. Frontiers in Psychology, 13, 762993. DOI: https://doi.org/10.3389/fpsyg.2022.762993
[11] De Clippel, G., & Rozen, K. (2021). Bounded rationality and limited data sets.Theoretical Economics,16(2), 359-380. DOI: https://doi.org/10.3982/te4070
[12] Dorfleitner, G. (2022). On the use of the terminal-value approach in risk-value models. Annals of operations research, 313(2), 877-897. DOI: https://doi.org/10.2139/ssrn.2905827
[13] Forliano, C., Battisti, E., De Bernardi, P., & Kliestik, T. (2025). Mapping the greenwashing research landscape: a theoretical and field analysis. Review of Managerial Science, 1-50. DOI:https://doi.org/10.1007/s11846-025-00856-3
[14] Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50. DOI: https://doi.org/10.2307/3151312
[15] Font, X., Andreu, L., Mattila, A. S., & Aldas-Manzano, J. (2025). Sustainability information overload: Its effect on customers’ greenwashing perceptions, perceived value, and behavioral intentions. Journal of Hospitality and Tourism Management, 62, 196-204. DOI: https://doi.org/10.1016/j.jhtm.2025.01.013
[16] Hair, Joseph F, Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. (2006). Multivariate data analysis, Pearson Prentice Hall, Upper saddle River. NJ.
[17] Hair, J F, Black, W. C., Babin, B. J., & Anderson, R. E. (2010). RL and Tatham, Multivariate data analysis. Prentice Hall, Upper Saddle River, NJ. DOI: 10.1007/978-3-642-04898-2_395
[18] Hamann, R., & Kapelus, P. (2004). Corporate social responsibility in mining in Southern Africa: Fair accountability or just greenwashing? Development,47(3), 85-92. DOI:https://doi.org/10.1057/palgrave.development.1100056
[19] Huang, Z., Shi, Y., & Jia, M. (2025). Greenwashing: A systematic literature review. Accounting & Finance, 65(1), 857-882. DOI: https://doi.org/10.1111/acfi.13352
[20] Hung, C. Z., & Chang, T. W. (2024). Have I purchased the right product? Consumer behavior under corporate greenwashing behavior. Journal of Consumer Behaviour, 23(3), 1102-1113. DOI:https://doi.org/10.1002/cb.2263
[21] Kaplan, L. B., Szybillo, G. J., & Jacoby, J. (1974). Components of perceived risk in product purchase: A cross-validation. Journal of applied Psychology, 59(3), 287. DOI: https://doi.org/10.1037/h0036657
[22] Kline, R. B. (2015). Principles and practice of structural equation modeling. Guilford publications.
[23] Kim, R. B., Matsui, T., & Uehara, W. (2025). From Confusion to Trust: How Cognitive Factors Shape Green Consumption in Different Market Contexts. Journal of International Consumer Marketing, 1-18. DOI:https://doi.org/10.1080/08961530.2025.2491083
[24] Li, X. (2021). Young people's information practices in library makerspaces. Journal of the Association for Information Science and Technology, 72(6), 744-758. DOI: https://doi.org/10.1002/asi.24442
[25] Lyon, T. P., & Maxwell, J. W. (2011). Greenwashing: Corporate environmental disclosure under threat of audit. Journal of eco-nomics & management strategy, 20(1), 3-41. DOI: https://doi.org/10.2139/ssrn.938988
[26] Mohammed, A., Al-Swidi, A. K., Al-Hakimi, M. A., & Ferraris, A. (2025). From greenwashing to brand avoidance: the roles of perceived risk, trust and negative word-of-mouth. International Journal of Bank Marketing. DOI: https://doi.org/10.1108/ijbm-09-2024-0535
[27] Nyilasy, G., Gangadharbatla, H., and Paladino, A. (2014). Perceived greenwashing: The interactive effects of green advertising and corporate environmental performance on consumer reactions. Journal of Business Ethics, 125, 693-707. DOI: https://doi.org/10.1007/s10551-013-1944-3
[28] Peattie, K., Peattie, S., & Ponting, C. (2009). Climate change: a social and commercial marketing communications challenge. Eu-roMed Journal of Business, 4(3), 270-286. DOI:https://doi.org/10.1108/14502190910992693
[29] Peter, J. P., & Ryan, M. J. (1976). An investigation of perceived risk at the brand level. Journal of marketing research, 13(2), 184-188. DOI: https://doi.org/10.2307/3150856
[30] Petticrew, M., Maani, N., Pettigrew, L., Rutter, H., & Van Schalkwyk, M. C. (2020). Dark nudges and sludge in big alcohol: be-havioral economics, cognitive biases, and alcohol industry corporate social responsibility. The Milbank Quarterly, 98(4), 1290-1328. DOI: https://doi.org/10.1111/1468-0009.12475
[31] Pilcher, J. J., & Smith, P. D. (2024). Social context during moral decision-making impacts males more than females. Frontiers in Psychology, 15, 1397069. DOI: https://doi.org/10.3389/fpsyg.2024.1397069
[32] Pomering, A., & Johnson, L. W. (2009). Advertising corporate social responsibility initiatives to communicate corporate image: Inhibiting scepticism to enhance persuasion. Corporate Communications: An International Journal, 14(4), 420-439. DOI: https://doi.org/10.1108/13563280910998763
[33] Punyatoya, P. (2015). Effect of perceived brand environment-friendliness on Indian consumer attitude and purchase intention: An integrated model. Marketing Intelligence & Planning, 33(3), 258-275. DOI:https://doi.org/10.1108/mip-04-2013-0069
[34] Roh, T., Seok, J., & Kim, Y. (2022). Unveiling ways to reach organic purchase: Green perceived value, perceived knowledge, attitude, subjective norm, and trust. Journal of Retailing and Consumer Services, 67, 102988. DOI: https://doi.org/10.1016/j.jretconser.2022.102988
[35] Shrestha, N. (2021). Factor analysis as a tool for survey analysis. American journal of Applied Mathematics and statistics, 9(1), 4-11. DOI: https://doi.org/10.12691/ajams-9-1-2
[36] Swanson, H. L. (1987). Information processing theory and learning disabilities: An overview. Journal of learning Disabilities, 20(1), 3-7. DOI: https://doi.org/10.1177/002221948702000102
[37] Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203-220. DOI: https://doi.org/10.1016/s0022-4359(01)00041-0
[38] Szabo, S., & Webster, J. (2021). Perceived greenwashing: The effects of green marketing on environmental and product perceptions. Journal of Business Ethics, 171, 719-739. DOI: https://doi.org/10.1007/s10551-020-04461-0
[39] Tarabieh, S. M. Z. A. (2021). The impact of greenwashing practices over green purchase intention: The mediating effects of green consumer confusion, Green perceived risk, and green trust. Management Science Letters, 11(2), 451-464. DOI: https://doi.org/10.5267/j.msl.2020.9.022
[40] Tversky, A., & Kahneman, D. (1992). Advances in prospect theory: Cumulative representation of uncertainty. Journal of Risk and uncertainty, 5, 297-323. DOI: https://doi.org/10.1007/bf00122574
[41] Tversky, A., & Kahneman, D. (1974). Judgment under Uncertainty: Heuristics and Biases: Biases in judgments reveal some heuristics of thinking under uncertainty. science, 185(4157), 1124- 1131. DOI:https://doi.org/10.1126/science.185.4157.1124
[42] Walsh, G., & Yamin, M. (2005). Towards a conceptual model of consumer confusion. Advances in consumer Research, 32(1), 143-150.
[43] Walsh, G., Hennig-Thurau, T., & Mitchell, V. W. (2007). Consumer confusion proneness: scale development, validation, and application. Journal of Marketing Management, 23(7-8), 697- 721. DOI:https://doi.org/10.1362/026725707x230009
[44] Wickens, C. D., & Carswell, C. M. (2021). Information processing. Handbook of human factors and ergonomics, 114-158. DOI: https://doi.org/10.1002/9781119636113.ch5
[45] Yang, Z., Nguyen, T. T. H., Nguyen, H. N., Nguyen, T. T. N., & Cao, T. T. (2020). Greenwashing behaviours: Causes, taxonomy and consequences based on a systematic literature review. Journal of business economics and management, 21(5), 1486-1507. DOI: https://doi.org/10.3846/jbem.2020.13225
[46] Zeithaml, Valarie A. (1988). Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence, Journal of Marketing, 52(July), 2–22. DOI: https://doi.org/10.2307/1251446
[47] Zhang, L., Li, D., Cao, C., and Huang, S. (2018). The influence of greenwashing perception on green purchasing intentions: The mediating role of green word of mouth and moderating role of green concern. Journal of Cleaner Production, 187, 740-750. DOI: https://doi.org/10.1016/j.jclepro.2018.03.201
[48] Lyon TerraChoice. (2009). The seven sins of greenwashing. Environmental Marketing Inc, Ottawa. DOI:https://doi.org/10.1057/9781137432537.0015
Published
2025-05-30
How to Cite
LIANG, Yaru; CHENG, Cheng.
Greenwashing and Consumer Green Perceived Value: The Mediation Mechanism of Green Consumer Confusion and Green Perceived Risk.
Journal of Environmental Management and Tourism, [S.l.], v. 16, n. 2, p. 170 - 185, may 2025.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/8878>. Date accessed: 05 june 2025.
doi: https://doi.org/10.14505/jemt.v16.2(78).07.
Section
Article
Copyright© 2025 The Author(s). Published by ASERS Publishing 2025. This is an open access article distributed under the terms of CC-BY 4.0 license.