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Journal of Statistics and Management Systems

(Since 1998)
Open Access ·Peer-reviewed·ISSN (Online): 2169-0014·ISSN (Print): 0972-0510
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The Journal of Statistics and Management Systems (JSMS) is a world leading journal publishing high quality, rigorously peer-reviewed original research on theoretical and applied statistics and management systems since 1998. The scope is intentionally broad, but papers must make a novel contribution to the field to be considered for publication. Topics include, but are not limited to, the following: • Statistics • Applied Statistics • Industrial Statistics • Statistical Inference • Interdisciplinary role of Statistics • Actuarial Sciences • Decision Sciences • Managerial Aspects • Management Sciences • Management Information Systems

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Journal of Statistics and Management Systems
Open Access Research Article

Greenwashing and its effects on community engagement : A working paper

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pp. 331–342Vol. 29Issue 3March 2026DOI: 10.47974/JSMS-1560XML
Received:
07 May 2025
Published Online:
09 Feb 2026
Article type:
Research Article
Language:
EN
Article no.:
JSMS-1560
Pages:
331–342

Abstract

In response to rising environmental concerns, many corporations have adopted green branding strategies; however, not all such efforts are genuine. Greenwashing—the practice of misleading stakeholders about environmental practices—has emerged as a critical barrier to building public trust and promoting community engagement in sustainability. This study presents initial findings from a pilot survey conducted in Tamil Nadu, India, using a newly developed instrument to assess the impact of greenwashing on community engagement, with public trust as a mediating variable and environmental awareness as a moderator. A structured questionnaire with 77 items across four constructs—greenwashing, public trust, community engagement, and environmental awareness—was validated through expert review, exploratory factor analysis (KMO = 0.831), and reliability testing (Cronbach’s alpha > 0.87 for all constructs). Findings revealed a negative correlation between greenwashing and community engagement (r = –0.45), with public trust mediating this relationship. Moderation analysis confirmed that individuals with higher environmental awareness were less affected by greenwashing. Grounded in the Theory of Planned Behavior and ecological citizenship theory, the study highlights the deterrent effects of deceptive green claims on civic participation. Implications suggest the need for policy interventions, enhanced environmental education, and stricter regulations to counteract greenwashing and foster genuine community involvement.

Keywords

Environmental awarenessMediatorModeratorPublic trustSustainability communication

Subject Classifications

90B5090B60

References

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