The effect of greenwashing on Generation Z purchase intention: The role of brand image, skepticism and brand pessimism

Articles in Press

Document Type : Original Article

Authors

1 Associate Professor faculty of management & accounting Allameh Tabataba’i University

2 M.Sc.Student,Business management,Faculty of Humanities Shahed University, Tehran, Iran

3 M.Sc.Business management,Faculty of Management, Maulana Instiute of Higher Education,Abik, Iran

10.22108/nmrj.2026.144862.3174

Abstract

products or services as eco-friendly. This deceptive practice can undermine consumer trust and damage brand credibility. The present study aims to examine the impact of greenwashing on the purchase intention of Generation Z. The research is applied in purpose and was conducted cross-sectionally. The statistical population included all customers of Iran Khodro in Tehran. Since the exact population size was unknown and considered unlimited, a sample of 384 customers was selected using Cohen’s formula through random sampling. Data were collected using a questionnaire consisting of 8 dimensions and 30 items. Content validity, face validity, and construct validity were confirmed, and reliability was assessed through Cronbach’s alpha and composite reliability. Data analysis and hypothesis testing were performed using inferential statistics and the Partial Least Squares (PLS) technique.



The findings indicate that greenwashing has a negative effect on brand image and a positive and significant effect on brand skepticism and brand cynicism. Moreover, brand skepticism positively affects brand aversion, while brand cynicism positively influences negative brand attitude. Results further show that brand image has a positive and significant impact on the purchase intention of Generation Z, whereas brand aversion and negative attitudes exert negative effects on their purchase intention. In addition, social influence moderates the relationship between brand aversion and the purchase intention of Generation Z.

Keywords

New Marketing Research Journal

Articles in Press, Accepted Manuscript
Available Online from 07 January 2026

Files

History

  • Receive Date: 09 April 2025
  • Revise Date: 03 December 2025
  • Accept Date: 07 January 2026

Share

How to cite

Statistics