Decoding Deception: Greenwashing, Purchase Intention and Consumer Trust Interaction in the Beauty Industry

The increased consciousness of environmental sustainability has significantly influenced consumer behaviour in the beauty and personal care industry, where many brands promote their products using labels such as eco-friendly, natural, and sustainable. However, not all such claims accurately reflect actual environmental practices, leading to greenwashing, a strategy that exaggerates or misrepresents a brand’s environmental responsibility and ultimately affects consumer trust and purchase intention. This study investigates the relationship between perceived greenwashing, consumer trust, and purchase intention in the beauty sector. The variables were measured using established scales adapted from previous studies, including greenwashing (Nyilasy et al., 2014), consumer trust (Chen & Chang, 2013), and purchase intention (Nyilasy et al., 2014). The study is based on data collected from 393 respondents in India. The findings reveal that greenwashing negatively affects consumer trust and purchase intention, while consumer trust positively influences purchase intention. The results highlight the importance of transparent communication, credible eco-certifications, and ethical marketing practices, providing useful insights for marketers, policymakers, and consumers to address misleading environmental claims and promote more responsible sustainability practices in the industry.