Unveiling greenwashing: Assessing its impact on Saudi consumer trust in sustainable marketing practices

Abstract

This study investigates the impact of greenwashing on consumer trust within the Saudi Arabian market, specifically examining awareness levels and the ability to detect deceptive environmental claims. The research utilizes a mixed-methods approach, integrating qualitative insights with quantitative data collected from 824 consumers to assess market sentiment and behavior. Results indicate moderate consumer awareness; however, a significant inability to distinguish between genuine and misleading claims exists. This confusion deeply undermines trust and negatively influences purchasing decisions regarding sustainable products. Greenwashing remains a critical barrier to sustainable marketing success in emerging markets. Without improved verification mechanisms, consumer skepticism will persist, hindering the adoption of genuine sustainable consumption. To rebuild credibility, businesses must prioritize transparency through verifiable initiatives. Concurrently, policymakers should enforce stricter guidelines and promote consumer education to curb deceptive practices and foster a trustworthy marketplace.