Commerce and Management

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Subject: search.filters.subject.Cosmetic industry

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    The Impact of Greenwashing on Consumer Attitudes Towards Green Products: Examining the Mediating Effect of Brand Trust with Special Reference to Cosmetic Industry in Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Lakshan, K. R. K.; Subasinghe, S. M. A. N. M.
    This study investigates the impact of greenwashing on consumer attitudes towards green products, with a specific focus on the mediating role of brand trust in the Sri Lankan cosmetics industry. Greenwashing, characterized by deceptive environmental claims, undermines consumer trust in sustainability-oriented products. By addressing gaps in existing literature, this research explores how greenwashing influences consumer behavior and highlights the critical role of brand trust in shaping these attitudes. As anticipated, empirical evidence supports the relationships between greenwashing, brand trust, and consumer attitudes towards green products. The mediation hypothesis was also validated by the research findings. The research employed a quantitative approach, utilizing a structured survey distributed to 387 respondents familiar with eco-friendly cosmetics. Quantitative data refers to information that can be counted or expressed numerically. For this research, quantitative data was primarily used to achieve optimal study outcomes. Positivism, which focuses entirely on a deductive approach, guided this research. A questionnaire survey was employed to validate and examine the hypotheses and research model. To ensure informed responses, participants were provided with explanations of greenwashing concepts and the study objectives. Statistical analyses, including correlation and regression, were conducted using SPSS 26 to test hypotheses and examine relationships between variables. The results indicate that greenwashing negatively affects both brand trust and consumer attitudes towards green products, reinforcing skepticism caused by deceptive marketing practices. Brand trust was identified as a significant mediator, positively influencing consumer attitudes and improving perceptions of environmentally friendly products. These findings align with previous studies, emphasizing the importance of transparency in fostering consumer trust. The study is confined to the Sri Lankan cosmetics industry, and the sample size may not fully capture the broader perspectives of consumers. This research has limitations in comprehensively addressing the diversity of consumer perceptions and responses to greenwashing across different cultures and regions. Additionally, the reliance on self-reported data introduces the possibility of response bias. The research provides theoretical insights into the dynamics between greenwashing, brand trust, and consumer attitudes, enriching the literature on sustainable consumer behaviour. Practically, it highlights the necessity for cosmetics companies to emphasize authenticity and transparency in their environmental claims. These findings pave the way for further investigation into greenwashing and its broader implications in the consumer marketplace. The research offers substantial theoretical and managerial implications, which will be discussed further in relation to future research directions. Future studies could investigate the impact of greenwashing across diverse industries and cultural contexts.
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    STUDY OF CONSUMER ATTITUDES TOWARDS GREEN COSMETIC PRODUCTS AND ITS IMPACT ON CONSUMER PURCHASE INTENTION.
    (Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Fernando, P.M.P.; Hennayake, H.M.G.Y.J.
    Consumers have translated their environmental concerns into actively demanding and purchasing green products. The cosmetics industry could not be excluded from this driving trend towards green products. As a result of the growing number of green consumers, marketers are targeting the green market segment. Most of the companies in the personal care products sector are changing into organic ingredients to win these environmentally conscious consumers. However, a limited research attention has been given on this product category within Sri Lanka. Therefore, the purpose of this study is to investigate the attitudes of customers towards green cosmetics and its impact of consumer purchase intention. The data was analyzed using descriptive analysis, Pearson correlation analysis ®ression analysis. A deductive approach was employed to construct the conceptual framework and accordingly hypotheses were formed. Survey method was followed for the data enumeration using a self-administrated questionnaire. The results revealed that majority of the respondents consider health consciousness, self -image & green product attributes as most influential factors for the purchase intention. Further majority of consumers have positive attitudes towards green cosmetics products. This would be a favorable sign for the green cosmetic producers and suppliers in Sri Lanka.