A Study and Analysis of the Impact of Greenwashing Activities on Customer Behaviour with Respect to the Jewellery Sector in the Kingdom of Saudi Arabia
DOI:
https://doi.org/10.66635/w5v77f74Keywords:
Greenwashing, Sustainability Communication, Brand Trust, Brand Authenticity, Purchase IntentionAbstract
The jewellery sector in Saudi Arabia increasingly uses sustainability and green claims to communicate ethical conduct, responsible sourcing, and environmental responsibility. However, when such claims are vague, exaggerated, selective, or unsupported by evidence, consumers may interpret them as greenwashing, which can weaken trust and influence purchase decisions. This study examines the impact of perceived greenwashing on customer behaviour in the Saudi jewellery sector, focusing on the mediating roles of brand trust and perceived brand authenticity. The study is grounded in signalling and attribution perspectives, which explain how consumers interpret sustainability claims as indicators of brand credibility, sincerity, and responsibility. A quantitative, cross-sectional survey design is used, focusing on Saudi consumers aged 18 years and above who have recently purchased jewellery or considered purchasing jewellery after exposure to sustainability-related claims. The model examines the relationships among perceived greenwashing, brand trust, perceived brand authenticity, and purchase intention. The results indicate that perceived greenwashing negatively affects both brand trust and perceived brand authenticity, while trust and authenticity positively influence purchase intention. The findings further suggest that trust and authenticity mediate the relationship between perceived greenwashing and purchase intention. The study contributes to sustainability communication and luxury consumption research by showing how unclear or unsupported green claims can damage consumer confidence in a culturally significant and high-involvement market. It also provides practical implications for jewellery brands, emphasizing the need for specific, transparent, and evidence-based sustainability communication.
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