Consumers’ reaction to greenwashing in the Saudi Arabian skincare market : A moderated mediation approach

Journal article


Adil, Mohd., Parthiban, Eden Samuel, Mahmoud, Haitham A., Wu, Jei-Zheng, Sadiq, Mohd and Suhail, Fatima. (2024). Consumers’ reaction to greenwashing in the Saudi Arabian skincare market : A moderated mediation approach. Sustainability. 16(4), pp. 1-17. https://doi.org/10.3390/su16041652
AuthorsAdil, Mohd., Parthiban, Eden Samuel, Mahmoud, Haitham A., Wu, Jei-Zheng, Sadiq, Mohd and Suhail, Fatima
Abstract

Amidst the abundance of skincare options, the process of identifying the most fitting products is a daunting task. This challenge is further intensified when brands frequently lack transparency concerning their environment-friendly characteristics, fostering skepticism among consumers or potential adopters. As a result, to resolve the problem of consumers’ mixed emotions towards skincare brands, it is necessary to understand how greenwashing, green skepticism with two moderators (information quality and brand reputation) shape consumers’ intentions. Drawing on a theoretical conceptual model rooted in the consumer behavior literature, the present investigation tested the hypotheses through cross-sectional survey research. Using convenience sampling, 441 participants were recruited through social media platforms and skincare-related forums. This study establishes the mediating role of green skepticism and the direct impact of greenwashing on consumers’ purchase intentions. Consequently, the statistical significance of the path coefficients provide empirical support for the influence of greenwashing and green skepticism on consumers’ intentions. Our research contributes to the broader discourse on sustainable consumption, offering theoretical advancements and practical implications for the researchers, policymakers, and businesses involved in the Saudi Arabian skincare market.

Keywordsgreenwashing; green skepticism; information quality; brand reputation; moderated mediation; skincare products; environment-friendly; Saudi Arabia
Year01 Jan 2024
JournalSustainability
Journal citation16 (4), pp. 1-17
PublisherMDPI AG
ISSN2071-1050
Digital Object Identifier (DOI)https://doi.org/10.3390/su16041652
Web address (URL)https://www.mdpi.com/2071-1050/16/4/1652
Open accessOpen access
Research or scholarlyResearch
Page range1-17
Publisher's version
License
File Access Level
Open
Output statusPublished
Publication dates
Online17 Feb 2024
Publication process dates
Accepted10 Feb 2024
Deposited20 Sep 2024
Additional information

© 2024 by the authors.
Licensee MDPI, Basel, Switzerland.

This article is an open access article
distributed under the terms and
conditions of the Creative Commons
Attribution (CC BY) license (https://
creativecommons.org/licenses/by/
4.0/).

Funding: The authors extend their appreciation to the Deputyship for Research and Innovation, “Ministry of Education” in Saudi Arabia for funding this research (IFKSUOR3–561–3), and the National Science and Technology Council, Taiwan (MOST110-2628-E-031-001 and MOST110-2628-E-031-001-MY2).

Place of publicationSwitzerland
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