The influence of Greenwashing Marketing on Consumers’ Negative Green Purchase Intentions: a Study of Egyptian Tourism Companies

In recent years, there has been a significant increase in demand for green goods and services as the tourism sector prioritizes environmental factors.  Several tourism companies engage in deceptive techniques known as greenwashing, which involve creating false environmental claims in response to client demand for ecologically friendly goods and services, which caused the creation of customer negative Green Purchase Intentions. This study aims to address a research gap by investigating how negative green purchasing intentions are connected to greenwash marketing. This research investigates the direct impacts of green perceived risk (GPR), green customer confusion (GCC), and a negative attitude toward e-commerce (ATC) on customer purchasing intentions. This study uses a quantitative method utilizing a regression analysis to determine the influence of greenwash marketing on consumer purchase intention in light of the current growth in customer environmental concerns regarding green marketing throughout the globe, using a sample of Egyptian tourism customers.  The study's results show that greenwash marketing green, perceived risk, negative attitude toward e-commerce and green customer confusion have a positive influence on consumers' negative green purchase intentions. This study recommends that tourism corporations should enhance their green marketing techniques rather than greenwashing in order to increase green purchase intention.