Consumers’ Reaction to Greenwashing in the Saudi Arabian Skincare Market: A Moderated Mediation Approach

Amidst the abundance of skincare options, the process of identifying the most fitting products is a daunting task. This challenge is further intensified when brands frequently lack transparency concerning their environment-friendly characteristics, fostering skepticism among consumers or potential adopters. As a result, to resolve the problem of consumers’ mixed emotions towards skincare brands, it is necessary to understand how greenwashing, green skepticism with two moderators (information quality and brand reputation) shape consumers’ intentions. Drawing on a theoretical conceptual model rooted in the consumer behavior literature, the present investigation tested the hypotheses through cross-sectional survey research. Using convenience sampling, 441 participants were recruited through social media platforms and skincare-related forums. This study establishes the mediating role of green skepticism and the direct impact of greenwashing on consumers’ purchase intentions. Consequently, the statistical significance of the path coefficients provide empirical support for the influence of greenwashing and green skepticism on consumers’ intentions. Our research contributes to the broader discourse on sustainable consumption, offering theoretical advancements and practical implications for the researchers, policymakers, and businesses involved in the Saudi Arabian skincare market.