Authors :
Nisha M. P.; S. J. Manjunath
Volume/Issue :
Volume 11 - 2026, Issue 9 - September
Google Scholar :
https://tinyurl.com/mvdhnf35
DOI :
https://doi.org/10.38124/ijisrt/26sep1354
Note : A published paper may take 4-5
working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and
ResearchGate.
Abstract :
The rapid expansion of digital media has changed how brands communicate environmental responsibility and promote eco-friendly products. Consumers are increasingly exposed to sustainability claims through social media, websites, digital advertising, online reviews and other digital channels. In this environment, the perceived authenticity of green marketing communication may influence whether consumers trust a brand's environmental claims and develop an intention to purchase eco-friendly products. This study examines the relationship between perceived authenticity in digital green marketing, green trust and green purchase intention. A quantitative research design is adopted using a structured questionnaire with 20 five-point Likert-scale statements. The study considers perceived authenticity, green trust and green purchase intention as the principal constructs. A 50-response dataset is used for the statistical demonstration, with descriptive statistics, Cronbach's alpha, Pearson correlation, regression and mediation analysis. The results in this working manuscript indicate positive associations among the three constructs and support the proposed role of green trust as a potential mechanism linking perceived authenticity with purchase intention. Because the 50-response dataset used here was generated for analysis demonstration rather than collected from actual participants, the numerical findings must be replaced with genuine responses before the manuscript is represented as an empirical study.
Keywords :
Digital Green Marketing; Perceived Authenticity; Green Trust; Green Purchase Intention; Eco-Friendly Products; Green Marketing Communication; Greenwashing; Sustainable Consumption.
References :
- Chen, Y.-S., & Chang, C.-H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 50(3), 502–520. https://doi.org/10.1108/00251741211216250
- Chen, Y.-S., & Chang, C.-H. (2013). Greenwash and green trust: The mediation effects of green consumer confusion and green perceived risk. Journal of Business Ethics, 114, 489–500. https://doi.org/10.1007/s10551-012-1360-0
- Ewing, D. R., Allen, C. T., & Ewing, R. (2012). Authenticity as meaning validation: An empirical investigation of iconic and indexical cues in a context of green products. Journal of Consumer Behaviour.
- Fang, Z. (2024). Greenwashing versus green authenticity: How green social media influences consumer perceptions and green purchase decisions. Sustainability, 16(23), 10723. https://doi.org/10.3390/su162310723
- Kaur, K., Kumar, V., Syan, A. S., & Parmar, Y. (2021). Role of green advertisement authenticity in determining customers' pro-environmental behavior. Business & Society Review, 126(2), 135–154. https://doi.org/10.1111/basr.12232
- Morhart, F. M., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2015). Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology, 25(2), 200–218. https://doi.org/10.1016/j.jcps.2014.11.006
- Nguyen-Viet, B. (2022). Understanding the influence of eco-label, and green advertising on green purchase intention: The mediating role of green brand equity. Journal of Food Products Marketing, 28(2), 87–103. https://doi.org/10.1080/10454446.2022.2043212
- Rasool, Y., et al. (2022). Investigating the impact of green marketing components on purchase intention: The mediating role of brand image and brand trust. Sustainability, 14(10), 5939. https://doi.org/10.3390/su14105939
- Sun, Y., Luo, B., Wang, S., & Fang, W. (2021). What you see is meaningful: Does green advertising change the intentions of consumers to purchase eco-labeled products? Business Strategy and the Environment, 30, 694–704. https://doi.org/10.1002/bse.2648
- Wu, M., & Long, R. (2024). How do perceptions of information usefulness and green trust influence intentions toward eco-friendly purchases in a social media context? Frontiers in Psychology, 15, 1429454. https://doi.org/10.3389/fpsyg.2024.1429454
The rapid expansion of digital media has changed how brands communicate environmental responsibility and promote eco-friendly products. Consumers are increasingly exposed to sustainability claims through social media, websites, digital advertising, online reviews and other digital channels. In this environment, the perceived authenticity of green marketing communication may influence whether consumers trust a brand's environmental claims and develop an intention to purchase eco-friendly products. This study examines the relationship between perceived authenticity in digital green marketing, green trust and green purchase intention. A quantitative research design is adopted using a structured questionnaire with 20 five-point Likert-scale statements. The study considers perceived authenticity, green trust and green purchase intention as the principal constructs. A 50-response dataset is used for the statistical demonstration, with descriptive statistics, Cronbach's alpha, Pearson correlation, regression and mediation analysis. The results in this working manuscript indicate positive associations among the three constructs and support the proposed role of green trust as a potential mechanism linking perceived authenticity with purchase intention. Because the 50-response dataset used here was generated for analysis demonstration rather than collected from actual participants, the numerical findings must be replaced with genuine responses before the manuscript is represented as an empirical study.
Keywords :
Digital Green Marketing; Perceived Authenticity; Green Trust; Green Purchase Intention; Eco-Friendly Products; Green Marketing Communication; Greenwashing; Sustainable Consumption.
