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Green Trust as a Mediator in the Relationship between Green Advertising Skepticism, Environmental Knowledge, and Intention to Buy Green Food

Author

Listed:
  • Sara de Sio

    (Department of Psychology, University of Bologna, Viale Berti Pichat 5, 40127 Bologna, Italy)

  • Alessandra Zamagni

    (Ecoinnovazione Srl, Via della Liberazione, 6/c, 40128 Bologna, Italy)

  • Giulia Casu

    (Department of Psychology, University of Bologna, Viale Berti Pichat 5, 40127 Bologna, Italy
    These authors contributed equally to this work.)

  • Paola Gremigni

    (Department of Psychology, University of Bologna, Viale Berti Pichat 5, 40127 Bologna, Italy
    These authors contributed equally to this work.)

Abstract

Changing individual habits towards greener choices is an essential ingredient in tackling the environmental crisis. Engaging in green behavior may improve psychological wellbeing. Although the intention to buy green products is widespread, the eco-friendly market is struggling to leave the ground. Greenwashing can increase skepticism towards green advertising, which in turn can hinder the intention to buy green products. Conversely, a better knowledge of environmental issues can promote a positive attitude towards environment and thus the intention to purchase green products. This study aimed to investigate if trust in green claims can mediate the relationships of green advertising skepticism and environmental knowledge with the intention to buy green food. An online survey was administered to 410 Italian consumers (63% female; 18–78 years). Our mediation model explained 23% of the variability in intention. Trust fully mediated the relationship between green advertising skepticism and intention to buy green food, while it partially mediated the relationship between perceived environmental knowledge and intention. Specifically, GAS was associated with lower INT through lower TR, whereas PEK was linked to higher INT though higher TR. The findings of this study can provide green market operators and policy makers with valuable information to encourage green food purchases.

Suggested Citation

  • Sara de Sio & Alessandra Zamagni & Giulia Casu & Paola Gremigni, 2022. "Green Trust as a Mediator in the Relationship between Green Advertising Skepticism, Environmental Knowledge, and Intention to Buy Green Food," IJERPH, MDPI, vol. 19(24), pages 1-15, December.
    • Handle: RePEc:gam:jijerp:v:19:y:2022:i:24:p:16757-:d:1002691
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    3. Eman Elakkad & Mahmoud Ramadan Barakat & Matevž Obrecht, 2025. "The Dynamics of Green Behaviour in Egypt and Jordan: Financial Attitude, Price Sensitivity and Greenwashing Effects," Sustainability, MDPI, vol. 17(16), pages 1-27, August.
    4. Suzannah Gerber & Sadie R. Dix & Sean B. Cash, 2024. "Marketing plant‐based versus animal‐sourced foods in online grocery stores: A comparative content analysis of sustainability and other product claims in the United States," Business Strategy and the Environment, Wiley Blackwell, vol. 33(5), pages 4958-4973, July.
    5. Yasser Moustafa Shehawy & Syed Md Faisal Ali Khan & Huthayfah Madkhali, 2025. "An Integrated SEM-ESG Framework for Understanding Consumer’s Green Technology Adoption Behavior," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 16(2), pages 8887-8928, June.

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