Understanding The Relationship of Greenwashing and Consumer Behavior: Case Study of the Airline Sector in the US

Introduction: The aim of this study was to examine how greenwashing practices, environmental initiatives, and consumer awareness mediate the relationship between perceived authenticity and consumer behavior in the U.S. airline sector. Method: A quantitative design was employed, with data collected from 385 U.S. airline consumers, including students, travel vloggers, business professionals, and corporate employees. Responses were gathered using a structured Likert-scale survey and analyzed through Partial Least Squares Structural Equation Modelling (PLS-SEM) using SmartPLS. Results: Results indicated that consumer awareness (β = 0.413; p < 0.001), greenwashing practices (β = 0.194; p < 0.001), and perceived authenticity (β = 0.177; p < 0.001) significantly influenced consumer behavior. However, environmental initiatives had an insignificant direct effect (β = 0.063; p < 0.218). Mediation analysis revealed that environmental initiatives exerted a significant indirect effect (β = 0.139; p < 0.005), indicating full mediation. Conclusion: The findings suggested that environmental programs influence consumer behavior more strongly when perceived as authentic, whereas exaggerated or ambiguous claims diminish their impact on airline passengers.