The Influence of Brand Greenwashing on EV Purchase Intention: The Moderating Role of Consumer Innovativeness and Peer Brand Attitude

In the context of new energy Electric Vehicles (EVs), certain car manufacturers engage in deceptive behaviors known as “greenwashing”, including activities such as “subsidy cheating”, “exaggerating carbon reduction claims”, and “selective disclosure of environmental information”. These behaviors have a negative impact on industry progress. While previous studies suggest that consumers’ perceptions of greenwashing towards individual brands extend to the industry as a whole and influence their overall purchase intentions, there remains a gap in understanding how these behaviors specifically affect consumers’ willingness to purchase EVs. To address this gap and enrich the literature on the relationship between greenwashing and consumer choice, this study uses ABC attitude theory and experimental methods to investigate the impact of greenwashing in the EV sector on consumers’ vehicle preferences in three experiments. The results show that consumers’ perceptions of greenwashing in one EV brand negatively influence their purchase intentions towards other brands, mediated by a general skepticism towards environmental claims in the industry. In addition, consumers’ innovativeness and attitudes towards other brands play a negative moderating role in this relationship. The research findings provide comprehensive insights into the complex impact of brand greenwashing on consumer behavior within the EV industry.