Published December 31, 2022 | Version v1
Journal article Open

Green Washing and Consumer Behavior with Mediating Role of Green Skepticism and Moderating Role of Influencer Marketing in the FMCG Industry in Sri Lanka


It is very common that firms in FMCG industry claim to be green in the recent years increased in Sri Lanka but the reality is not very well known to them and most of them buy even without verifying the products claim. This study was intended to study the impact of green washing on consumer behavior with the mediating role of green skepticism and the moderating role of infuluencer marketing. Data were collected through online questionnaire using google form from 400 respondents using convenience sampling. Path analysis of structural equation modelling used to test the hypotheses, it is found out that the green washing has a significant relationship with consumer behavior and green skepticism. Green skepticism found to have significant relationship with consumer behavior and mediates the relationship between greenwashing and consumer behavior while influencer marketing moderates the relationship between green skepticism and consumer behavior; it means the customers tend to believe the green claims of firm in the FMCG industry to a great extent. Though they doubt about the claim the influencer shape their behavior towards buying the products claim to be green. Consumers were not sensitive to green washed products hence the acceptance of green washed products are very high.


Volume 11 Issue 12 Paper 5.pdf

Files (923.4 kB)

Name Size Download all
923.4 kB Preview Download