Sustainability Claims to Purchase Intention: The Role of Greenwashing and Brand Trust in Indian Quick Commerce

Quick-commerce services have changed consumer buying habits through rapid delivery, but their sustainability claims are increasingly subject to consumer scrutiny. This study examines how sustainability claim specificity and communication transparency relate to perceived greenwashing, green brand trust, and purchase intention among Indian quick-commerce consumers. An SPSS-based quantitative approach is proposed, using reliability analysis, descriptive statistics, correlation, regression and sequential mediation. The sample size of this study is 200 respondents. The results of this study show negative relationships between claim specificity/transparency and perceived greenwashing, a negative relationship between perceived greenwashing and green brand trust, and a positive relationship between green brand trust and purchase intention. The paper explain the importance of specific and transparent sustainability communication in the quick-commerce sector.

Greenwashing; Sustainability Claims; Transparency; Green Brand Trust; Purchase Intention; Quick Commerce

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