Perceptions of greenwashing's impact on green concern and green purchase intentions : A qualitative study of Angolan Generation Z

In response to growing concerns about environmental degradation and climate change,demand for green products and services has increased. The use of environmental claimsas a marketing tool in order to gain a competitive advantage has also increased.The goal of this study is to close this gap by understanding how perceptions ofgreenwashing influence Angolan consumers of Generation Z's green trust and greenpurchasing intention. Through a qualitative approach, with 20 semi-interviews, thisresearch reveals that greenwashing perception has a negative impact on green trust, butthe same is not true for green purchase intention. Nonetheless, green trust has a positiveinfluence on green purchase intention, and green concern, in turn, has a positive influenceon greenwashing perception, green trust, and green purchase intention. Since consumerconcern over the environment is on growing, it is critical for businesses to be aware ofthis development, while still meeting customer expectations. This alteration should beseen as a challenge for both general organizational management and the marketingdepartment in particular