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Greenwashing Versus Green Authenticity: How Green Social Media Influences Consumer Perceptions and Green Purchase Decisions

Author

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  • Ziyi Fang

    (International College, Krirk University, Bangkhen, Bangkok 10220, Thailand)

Abstract

Firms show their environmental efforts on social media in order to influence the green purchase decisions of environmentally conscious consumers. However, consumers remain suspicious of firms’ environmental claims. This study aims to assess the impact of green social media influence, greenwashing perception, and green authenticity perception on green purchase decisions. In addition, greenwashing perception and green authenticity perception mediate the relationship between green social media influence and green purchase decisions. Data on fashion clothing brands were collected from 413 respondents in Guangzhou, China. These data were analyzed through SPSS version 23 and Smartpls version 4.0.8 software. The findings of this study show that the relationship between green social media influence, greenwashing perception, and green authenticity perception remains significant. Similarly, the mediating relationship of green authenticity perception between green social media influence and green purchase decisions remains significant. However, the mediating relationship of greenwashing perception between green social media influence and green purchase decisions remains non-significant. The results of this study will be beneficial for fashion clothing brands, marketers, policymakers, and researchers. Moreover, this study provides practical guidance for stakeholders to gain maximum benefits from social media and avoid the harmful effects caused by greenwashing perception.

Suggested Citation

  • Ziyi Fang, 2024. "Greenwashing Versus Green Authenticity: How Green Social Media Influences Consumer Perceptions and Green Purchase Decisions," Sustainability, MDPI, vol. 16(23), pages 1-13, December.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:23:p:10723-:d:1538358
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    Cited by:

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    2. Putri DEWANTARA Yuni & NUGROHO Mulyanto & HALIK Abdul, 2025. "Examining the Role of Environmental Knowledge and Green Advertising in Shaping Green Purchase Decisions: The Mediating Effect of Green Perceived Value," Foundations of Management, Sciendo, vol. 17(1), pages 157-172.
    3. José Luis Del Olmo Arriaga & Marilé Pretel-Jiménez & Carmen Ruíz-Viñals, 2025. "From Fast Fashion to Shared Sustainability: The Role of Digital Communication and Policy in Generation Z’s Consumption Habits," Sustainability, MDPI, vol. 17(18), pages 1-13, September.
    4. Muzhen Li & RayeCarol Cavender & Min-Young Lee, 2025. "Consumer Awareness of Fashion Greenwashing: Insights from Social Media Discussions," Sustainability, MDPI, vol. 17(7), pages 1-22, March.

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