Impact of Greenwash Advertising on Brand Credibility Among Young Consumers

Abstract :

As sustainability has become a key competitive differentiator, organizations increasingly promote environmental claims in their marketing strategies. When such claims lack factual support, greenwashing emerges, leading to heightened consumer scepticism and reputational risk for brands. This study explores the effects of greenwash advertising on consumer trust, perceived authenticity, brand credibility, emotional responses, and purchase intention among young consumers. A quantitative, cross-sectional research design was adopted, employing a structured questionnaire measured on a five-point Likert scale. The study utilized a simulated dataset comprising 120 respondents from Generation Z and Millennial cohorts. Data analysis involved descriptive statistics, reliability testing, correlation, and regression analysis. The results demonstrate that greenwashing exerts a significant negative influence on consumer trust, perceived authenticity, brand credibility, and purchase intention. Furthermore, negative emotional responses such as feelings of deception and dissatisfaction were found to intensify the erosion of brand credibility, confirming their mediating role. The findings indicate that deceptive environmental messaging not only weakens short-term consumer evaluations but also threatens long-term brand equity. The study emphasizes the necessity for transparent, credible, and verifiable sustainability communication to foster consumer confidence and sustain durable brand–consumer relationships.