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Consumers’ reaction to greenwashing in the Saudi Arabian skincare market : A moderated mediation approach
Adil, Mohd. Parthiban, Eden Samuel Mahmoud, Haitham A. Wu, Jei-Zheng Sadiq, Mohd Suhail, Fatima
Adil, Mohd.
Parthiban, Eden Samuel
Mahmoud, Haitham A.
Wu, Jei-Zheng
Sadiq, Mohd
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.
Keywords
greenwashing, green skepticism, information quality, brand reputation, moderated mediation, skincare products, environment-friendly, Saudi Arabia
Date
2024
Type
Journal article
Journal
Book
Volume
16
Issue
4
Page Range
1-17
Article Number
ACU Department
Peter Faber Business School
Faculty of Law and Business
Faculty of Law and Business
Collections
Relation URI
Source URL
Event URL
Open Access Status
Published as ‘gold’ (paid) open access
License
CC BY 4.0
File Access
Open
Notes
© 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).
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).