11 pages, Background and Objective: Greenwashing as a concept has lately appeared to attract the attention of several practitioners and scholars.
This study aims to examine the effects of greenwashed labels on Lebanese consumersʼ trust, while accounting for the mediating role that
personal, social and environmental factors play. Materials and Methods: An online questionnaire was addressed to a sample of 227
consumers aged between 19 and 24 years old, in order to investigate their opinion towards labels that feature particular green attributes
on chocolate bars. This study adopts exploratory factor analysis and structural equation modeling for the analysis of data. Results: A
negative association exists between greenwashed labels and consumersʼ trust. The presence of personal and environmental factors as
mediators between greenwashed labels and consumersʼ trust does not indicate remarkable influence. Social factors alone are seen to
play the mediating role that affects the relation of the relevant variables. Conclusion: The suspicious greenwashing practices of many
corporations have today raised consumersʼ concerns. In general, many Lebanese consumers currently hold unfavorable perspectives
towards products that feature unverified green claims on their labels. Corporations targeting the Lebanese market should therefore
diminish their greenwashing activities and design truthful labels that generate trust among consumers.
