Consumer Perceptions of Greenwashing in Local Agri-Food Systems and Rural Tourism

The current article examines how Latvian consumers perceive the sustainability of rural tourism services and locally produced food, with particular attention paid to their views on misleading environmental claims. For small-scale agricultural producers and rural tourism providers, sustainability communication has become common, yet formal regulation and consumer clarity issues often remain uncertain. The study is based on a mixed-methods approach that contains a comprehensive, multi-dimensional literature analysis and quantitative nation-wide survey data analysis (SPSS 27) with a thematic interpretation of consumer attitudes towards sustainability, trust, and greenwashing. The research findings show that while consumers generally support sustainable and ethically produced goods and services, their trust depends heavily on the transparency and credibility of the information provided. Official certifications and clear communication were seen as trustworthy, while vague promotional claims, especially in digital media, were often met with scepticism. The study also reveals how different factors such as education level, income, and place of residence influence the ability to recognize potential greenwashing. Given the growing global concern about false environmental claims, this article provides valuable insights not only for Latvia but also for other countries facing similar challenges in promoting sustainable rural development while preserving consumer trust in the green economy.