Balancing Informativeness and Clarity in Green Marketing: Economic and Behavioural Perspectives on Consumer Decision-Making

Abstract

This study investigates the influence of claim specificity and source credibility on consumer trust, perceived greenwashing, and purchase intention within the context of environmentally marketed products. Employing rigorous quantitative analysis, the findings reveal that clear and credible environmental claims significantly bolster consumer trust and reduce perceptions of greenwashing, thereby enhancing purchase intentions. The interaction effects between claim specificity and source credibility highlight the complexity of consumer responses to sustainability communications, suggesting a nuanced balance between informativeness and message clarity. These results provide valuable insights for marketers aiming to optimize green messaging and for policymakers focused on regulating environmental claims to protect consumers and promote sustainable consumption. The study contributes to the literature by elucidating the cognitive and behavioral mechanisms underpinning consumer reactions to green marketing and offers practical recommendations for improving communication strategies in sustainability contexts.