Green skepticism indirectly reduces intention to purchase sustainable products, says study
Why it matters: Consumer skepticism directly impedes the growth of the sustainable products market.
- Green skepticism directly reduces consumers' intention to purchase sustainable products.
- Skepticism weakens people's willingness to actively look for trustworthy environmental information.
- Anticipated guilt about making less sustainable choices is also diminished by green skepticism, impacting purchasing decisions.
A new study reveals that consumer skepticism towards sustainability claims significantly diminishes their intent to buy eco-friendly products. This skepticism undermines two critical motivators for green consumption: the desire to seek out reliable environmental data and the anticipated guilt associated with choosing less sustainable alternatives.
