Digital greenwashing and consumer skepticism: Trust, attitude, and sustainable consumption in the online marketplace

Volume 1, Issue 2 (Jul-Sep 2025)

Authors: Manjula P. and Syed Abid Hussain

DOI: doi.org/10.64848/WMJ.1.2.2025.72-81

Page No: 72-81

Keywords: Greenwashing, Sustainable consumption, Consumer skepticism, Trust, Green marketing, Digital marketing, Policy

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Abstract

This review examines the relationships between digital greenwashing, consumer skepticism, trust, and sustainable consumption behavior, with a focus on the unique challenges and opportunities in the digital marketplace. Drawing on recent literature (2018–2025), it synthesizes evidence on consumer recognition of greenwashing, the dual role of skepticism, the impact of green marketing strategies, and the influence of contextual mediators and moderators. The review finds that while transparent and verifiable communication can strengthen trust and purchase intentions, repeated exposure to deceptive claims erodes credibility and may lead to “green fatigue.” Effective countermeasures require both market-driven and regulatory interventions, including standardized certifications, ESG assurance frameworks, supply chain transparency, and public awareness campaigns. Research gaps are identified in areas such as digital-specific greenwashing mechanisms, cross-cultural comparisons, longitudinal effects, and intervention testing. The paper proposes a dual approach combining trust-building communication with systemic safeguards to limit greenwashing’s prevalence and enhance consumer confidence, thereby aligning marketing practices with global sustainability goals.