Green Trust as a Mediator in the Relationship between Green Advertising Skepticism, Environmental Knowledge, and Intention to Buy Green Food

Sara de Sio · Alessandra Zamagni · Giulia Casu · Paola Gremigni

72 citations0/0 files storedInternational Journal of Environmental Research and Public Health

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Environmental Sustainability in Business Organic Food and Agriculture Consumer behavior in food and health

Abstract

Changing individual habits towards greener choices is an essential ingredient in tackling the environmental crisis. Engaging in green behavior may improve psychological wellbeing. Although the intention to buy green products is widespread, the eco-friendly market is struggling to leave the ground. Greenwashing can increase skepticism towards green advertising, which in turn can hinder the intention to buy green products. Conversely, a better knowledge of environmental issues can promote a positive attitude towards environment and thus the intention to purchase green products. This study aimed to investigate if trust in green claims can mediate the relationships of green advertising skepticism and environmental knowledge with the intention to buy green food. An online survey was administered to 410 Italian consumers (63% female; 18-78 years). Our mediation model explained 23% of the variability in intention. Trust fully mediated the relationship between green advertising skepticism and intention to buy green food, while it partially mediated the relationship between perceived environmental knowledge and intention. Specifically, GAS was associated with lower INT through lower TR, whereas PEK was linked to higher INT though higher TR. The findings of this study can provide green market operators and policy makers with valuable information to encourage green food purchases.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 72 citations exist upstream.

References

1991The theory of planned behavior 2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.1990Multiple Processes by which Attitudes Guide Behavior: The Mode Model as an Integrative Framework 2009The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust 2015Factors Affecting Green Purchase Behaviour and Future Research Directions 2012Enhance green purchase intentions 2001Determinants of Chinese consumers' green purchase behavior 2003Promoting sustainable consumption: Determinants of green purchases by Swiss consumers

Cited by

2025Impact of green advertisement and environmental knowledge on intention of consumers to buy green products 2024Behavioral Intention to Purchase Sustainable Food: Generation Z’s Perspective 2025Role of Greenwashing in Influencing Brand Attitude and Consumption: Identifying Sustainable Business Strategies 2025The influence mechanism of green advertising on consumers’ purchase intention for organic foods: the mediating roles of green perceived value and green trust

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.