The influence of greenwashing on sustainable behaviour: The mediators of green perceived risk and green scepticism

Aim: To evaluate how greenwashing can affect sustainable behaviour. This study also explores the role of green perceived risk and green scepticism as mediators and how these mediators affect each other sequentially in the relationship between greenwashing and sustainable behaviour. Methodology: As people are now completely dependent on gadgets in their daily lives, therefore, the researcher solicited consumers who had purchased eco-friendly gadgets from shopping malls and other electronic stores 450 subjects were selected using "purposive sampling". Indian consumers in Chennai, Hyderabad, Bengaluru, and Pondicherry are the subjects of the study. Responses were obtained through the use of a questionnaire. To test the research hypotheses, the study used SPSS 25 and AMOS 21. Results: The results indicate that the negative correlation between green washing and sustainable behaviour was mediated by green perceived risk and green scepticism, and these mediators serially affected green washing and sustainable behaviour. Interpretation: This study suggests that firms should integrate transparency into green products without employing greenwash, which would increase consumer trust in green products and reduce green perceived risk and green scepticism among them. Consumers today are aware of greenwashing and have started to investigate it. This research is crucial to protect both the environment and mankind. Key words: Green perceived risk, Green scepticism, Greenwash, Sustainable buying behaviour, Transparency