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Photo Credit: Helena Lopes
Scientific Frontline: "At a Glance" Summary: How Green Skepticism Undermines Sustainable Purchasing
- Main Discovery: Green skepticism indirectly lowers consumer intention to purchase sustainable products by simultaneously decreasing the motivation to seek out green product information and reducing the anticipated guilt associated with selecting non-sustainable alternatives.
- Methodology: Researchers utilized a parallel mediation framework to analyze cognitive and emotional mechanisms, collecting and statistically evaluating data from an online survey administered to 511 valid Chinese consumers in September 2025.
- Key Data: Statistical analysis of the 511 valid survey responses revealed a significant negative correlation between green skepticism and both information-seeking behavior and anticipated guilt; notably, the direct relationship between skepticism and purchase intention lacked statistical significance.
- Significance: The findings overturn the conventional assumption that skeptical consumers engage in deeper verification and fact-checking, demonstrating instead that skepticism in low-trust environments primarily triggers cognitive and moral disengagement.
- Future Application: Market interventions must shift from conventional persuasive or moral appeals to credibility-based strategies involving transparent, verifiable environmental data and robust third-party certifications to counteract consumer withdrawal.
- Branch of Science: Environmental Psychology, Behavioral Economics, Consumer Science.
- Additional Detail: The research emphasizes that skepticism operates as a psychological brake rather than a fact-checking engine, necessitating future longitudinal studies to track these disengagement-oriented patterns across varying international markets.








