Authors : Amal Kammoun

Volume/Issue : Volume 10 - 2025, Issue 9 - September

Google Scholar : https://tinyurl.com/4k4t4tjb

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DOI : https://doi.org/10.38124/ijisrt/25sep425

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Abstract : Green skepticism is one of the phenomena that weakens the willingness to purchase eco-friendly goods and services, potentially impacting environmental management and market growth for green initiatives. This is a problem for consumers and businesses, presenting harmful repercussions, which can be explained by the fact that they have few means to counter the risks that arise from it. Given the extent of these repercussions on consumers and businesses, it is desirable to deepen and diversify the research perspectives undertaken to combat green skepticism. This could be improved by better identifying its causes, its consequences as well as its determining factors among consumers in order to help them overcome it while proposing some appropriate methods and practices that can contribute to doing so. This research aims to determine the factors likely to have a negative impact on consumers' green skepticism, with a view to combating this phenomenon.

Keywords : Green Skepticism, Causes and Consequences of Green Skepticism, Green Brand Equity, Message Style, Intrinsic Motives, Green Brand Associations.

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