Environmental psychology research proves the turn
João M. Lopes et al, 2023 - Miguel Torga Institute of Higher Education & NECE-UBI—Research Unit in Business Sciences, University of Beira Interior, Covilhã, Portugal “The Dark Side of Green Marketing: How Greenwashing Affects Circular Consumption?” Sustainability 2023, 15, 11649. https://doi.org/10.3390/su151511649 //DH
Additionally, the research highlights that consumers respond to perceived greenwashing by seeking more credible information about sustainability. This behavior positively influences their intention to engage in circular consumption, reinforcing the idea that information seeking is a powerful tool consumers can utilize to make more sustainable decisions. In fact, the research reinforces the well-established theory in environmental psychology that environmental concern is a strong driver of sustainable consumption behavior, underscoring the importance of information accessibility and credibility in sustainable decision-making [56].