Unmasking Greenwashing and Building Social Trust: Role of Social Media Influencer

Abstract The current study aims to understand the role of social media influencers (SMIs) in promoting awareness of greenwashing. Over the last 10 years due to an increase in environmental awareness, the majority of consumers are trying to switch their daily routine to purchase more green products. The current study tries to understand the role of SMIs in the promotion of educating greenwashing via the mediating role of social trust. Through quantitative data, the study has collected data from a total of 423 respondents in the metropolitan city of New Delhi. The vast majority of the individuals in this specific region are educated and have purchased and promoted green products more than anyone. Through SmartPLS, the analyzed results indicate that SMIs have a significant role in promoting greenwashing. Furthermore, social trust has a stronger influence on greenwashing. Social trust has a significant mediating role in between SMIs to greenwashing. The study is first in nature trying to understand the role of SMIs in promoting greenwashing on social media platforms. The study results will help in enhancing consumers to make better informed decisions to purchase green products and expand the existing literature review.