Downloads: 2
Analysis Study Research Paper | Marketing | Volume 15 Issue 4, April 2026 | Pages: 624 - 626 | India
AI-Driven Greenwashing: Effects on Consumer Trust and Purchase Intention
Abstract: This study examines the impact of perceived AI-driven greenwashing on consumer trust and purchase intention toward sustainable brands. A descriptive research design was employed using primary data collected from 150 respondents through a structured questionnaire based on a five-point Likert scale. Statistical analyses including reliability testing, correlation, and regression were conducted using SPSS. The results indicate that perceived AI-driven greenwashing significantly reduces consumer trust (β = -0.33) and negatively influences purchase intention, while consumer trust positively affects purchase intention (β = 0.51). Mediation analysis reveals that consumer trust partially mediates the relationship between greenwashing and purchase intention. The findings highlight the importance of ethical AI usage and transparent sustainability communication in maintaining consumer confidence and supporting sustainable marketing practices.
Keywords: AI-driven greenwashing, consumer trust, purchase intention, sustainable marketing communication, AI ethics, digital marketing, consumer perception
How to Cite?: Sangeetha P, "AI-Driven Greenwashing: Effects on Consumer Trust and Purchase Intention", Volume 15 Issue 4, April 2026, International Journal of Science and Research (IJSR), Pages: 624-626, https://www.ijsr.net/getabstract.php?paperid=SR26406143445, DOI: https://dx.dx.doi.org/10.21275/SR26406143445