ArticleInternational journal of environmental research and public health2022
Green Trust as a Mediator in the Relationship between Green Advertising Skepticism, Environmental Knowledge, and Intention to Buy Green Food.
Article in International journal of environmental research and public health, 2022. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 6 papers.
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Who cites it
6 citing papers in PubMed.
- Developing ecolabels to encourage sustainable eating in restaurants: A randomized experiment.PloS one · 2025Trial
- What Makes an AI Persuasive? The Interaction Effect of AI Shopping Assistants and Algorithmic Recommendation Cues on Consumers' Organic Food Purchase Intention.Foods (Basel, Switzerland) · 2026Article
- Greenwashing and Green Marketing on Social Media: Implications for Trust-Related Reactions in the Food Sector.Foods (Basel, Switzerland) · 2026Article
- Would Reducing Children's Exposure to Food Advertising Prevent Unhealthy Weight Gain?Current obesity reports · 2025Review
- Publicly tasting cultivated meat and socially constructing perceived value politics and identity.NPJ science of food · 2025Article
- Impact of green advertisement and environmental knowledge on intention of consumers to buy green products.BMC psychology · 2025Article
Corrections and comments
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Authors and funding
4 authors.
Funding
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Abstract
Changing individual habits towards greener choices is an essential ingredient in tackling the environmental crisis. Engaging in green behavior may improve psychological wellbeing. Although the intention to buy green products is widespread, the eco-friendly market is struggling to leave the ground. Greenwashing can increase skepticism towards green advertising, which in turn can hinder the intention to buy green products. Conversely, a better knowledge of environmental issues can promote a positive attitude towards environment and thus the intention to purchase green products. This study aimed to investigate if trust in green claims can mediate the relationships of green advertising skepticism and environmental knowledge with the intention to buy green food. An online survey was administered to 410 Italian consumers (63% female; 18-78 years). Our mediation model explained 23% of the variability in intention. Trust fully mediated the relationship between green advertising skepticism and intention to buy green food, while it partially mediated the relationship between perceived environmental knowledge and intention. Specifically, GAS was associated with lower INT through lower TR, whereas PEK was linked to higher INT though higher TR. The findings of this study can provide green market operators and policy makers with valuable information to encourage green food purchases.
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