Perceived Authenticity in Digital Green Marketing: Its Influence on Green Trust and Purchase Intention Towards Eco-Friendly Products

Abstract

The rapid expansion of digital media has changed how brands communicate environmental responsibility and promote eco-friendly products. Consumers are increasingly exposed to sustainability claims through social media, websites, digital advertising, online reviews and other digital channels. In this environment, the perceived authenticity of green marketing communication may influence whether consumers trust a brand's environmental claims and develop an intention to purchase eco-friendly products. This study examines the relationship between perceived authenticity in digital green marketing, green trust and green purchase intention. A quantitative research design is adopted using a structured questionnaire with 20 five-point Likert-scale statements. The study considers perceived authenticity, green trust and green purchase intention as the principal constructs. A 50-response dataset is used for the statistical demonstration, with descriptive statistics, Cronbach's alpha, Pearson correlation, regression and mediation analysis. The results in this working manuscript indicate positive associations among the three constructs and support the proposed role of green trust as a potential mechanism linking perceived authenticity with purchase intention. Because the 50-response dataset used here was generated for analysis demonstration rather than collected from actual participants, the numerical findings must be replaced with genuine responses before the manuscript is represented as an empirical study.