How Consumers Interpret Green Claims and What Drives Their Intention to Purchase Green Products.

2025/06/22 by Cappella, Maria Teresa, Borrello, Massimiliano, Trinchera, Laura +2
#Food Studies #Green Claims #Green Product Attitude #Green Purchase Intention #Greenwashing #Social and Behavioral Sciences #Trust #green claims

paper · doi:10.17605/osf.io/pvaf5

Abstract

This study investigates how consumers cognitively and emotionally respond to green marketing claims in the food sector, focusing on coffee, a product category with high environmental impact. The research explores whether and how consumers distinguish between vague and compliant environmental claims and how psychological variables such as environmental knowledge, environmental involvement, perceived greenwashing, consumer expertise, trust, and attitudes influence green purchasing intentions. Grounded in EU Directive 2024/825, which by March 27 2026 prohibits unverified sustainability claims, we explore consumers’ green purchase intention for two different environmental claims (vague vs compliant).

Related

• The Impact of Environmental Claims and Green Color Packaging on Consumer Sustainability Perception of Food Products
• Signals vs. Reality: Consumer Responses to Green Claims in Quick Commerce
• The Skeptical Green Consumer Revisited: Testing the Relationship Between Green Consumerism and Skepticism Toward Advertising
• An interplay of the consumption values and green behavior in developed markets: A sustainable development viewpoint
• Green product purchase intention: impact of green brands, attitude, and knowledge