Investigating the Effect of Green Wash on Green Product Buying Intention (Case: Customer of internet store of information publication)

Abstract

Following the increasing demand for green products, some companies claim falsely that they are producing eco-friendly products. They offer Selective information about the environmental characteristics of products without having to speak negatively about features. We aimed to evaluate the effect of green wash on the intention to buy green products with respect to the green perceived quality, green word of mouth and green satisfaction. This research is applicable and is descriptive in point of view of goal. Members of the sample contain 351 people who were customers of internet store of information publication. A questionnaire survey was emailed to them to analyze their response. Reliability of Research was investigated by the internal consistency and validity was explored through convergent validity and divergent validity. Finally all of them were approved. To investigate the research hypotheses, structural equation models were used. By The confidence level of 0.5 results showed a significant and negative impact of green wash on green perceived quality green satisfaction and also green word of mouth has a significant and positive impact on green intention to buy.

Keywords

• green wash
• green intention to buy
• green word of mouth
• green perceived quality
• green satisfaction