EFFECTS OF CLAIM SPECIFICITY AND SOURCE CREDIBILITY ON CONSUMER TRUST AND PURCHASE INTENTION IN GREEN MARKETING

Abstract

The effectiveness of green marketing messages may be conceptualised through several theoretical lenses that explore how consumers process environmental claims and the factors that influence trust and purchase decisions. This study investigates the effects of claim specificity and source credibility on consumer trust and purchase intention in green marketing, while examining the moderating role of perceived greenwashing. A sample of 260 environmentally conscious consumers was recruited using stratified random sampling to ensure demographic representativeness across age, gender, education, and geographic location. The study employs a experimental design and collects primary data through structured surveys featuring mock eco-friendly product advertisements. Specifically, claim specificity (0.703, p < 0.001) and source credibility (0.657, p < 0.001) individually increase purchase intention, while their interaction exerts nuanced effects on consumers’ decisions. Perceived greenwashing significantly undermines these effects by increasing consumer skepticism (-0.468, p < 0.001). The findings underscore the necessity for firms to adopt transparent, verifiable environmental claims supported by credible sources to build consumer confidence. Policy implications include stricter enforcement of green marketing regulations, promotion of third-party certification, and targeted educational initiatives to improve environmental literacy. Recommendations emphasize tailored communication strategies and verification mechanisms to mitigate skepticism and encourage sustainable consumption behaviors. In conclusion, combining high claim specificity with credible sources is essential for enhancing trust and purchase intention, while addressing demographic differences and perceived greenwashing enhances the effectiveness of green marketing interventions.