Vliv greenwashingu na kupní záměr spotřebitele

This study focuses on analysing how greenwashing practices influence consumer purchasing behaviour. The paper uses quantitative methods of data collection through a questionnaire survey among Czech consumers. The research examines the relationship of greenwashing on green brand associations, brand credibility, green brand image, green brand equity and purchase intention. The research is based on a literature search of academic articles related to these issues. The results of the regression analysis show that greenwashing negatively affects both brand credibility and brand green capital, leading to a decrease in consumer purchase intention. The conclusions of the paper highlight the importance of transparent and autentic communication of green initiatives for building trust and loyalty among consumers, making the paper useful for people involved in marketing strategy and communication focused on CSR activities and the sustainability.