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Sustainable manufacturing practices are excessively being practised in the industry today. The impact on sustainability is ever more visible to the stakeholders because of faster and more efficient communication due to social media and the internet. This paper aims to study the impact of greenwashing by corporations and the stakeholders’ environmental concerns on consumers’ sustainable purchase behaviour.

The relationships between the impression of “greenwash”, sustainable purchasing behaviour, green word-of-mouth and green brand loyalty were investigated in this quantitative study. Participants who made up a representative sample filled out written surveys. The variables of interest were evaluated using scales that have undergone validation. Structural equation modelling was used in mediation analysis to investigate the mediating impacts of green word-of-mouth and green brand loyalty. The goal of the study was to offer empirical proof of how these factors affected consumers’ choices for sustainable products.

Analysis of the mediating relationship of perceived customer effectiveness in the relationship between environmental concern and sustainable purchase behaviour has been studied.

This study implicates that a company that primarily markets basic green and sustainable products or services must invest in informing people about environmental concerns and that by proper practices, a lot of the harm to the environment can be reduced.

Corporate greenwashing, also called false greening, has received much public attention recently. The unethical practices by the corporations, which previously majorly went unnoticed, have also recently gained a lot of visibility. This paper is one of the early attempts towards establishing the effect of corporate greenwashing on sustainable consumer behaviour.

The purpose of this study is to examine the impact of the shift towards a circular economy and marketing strategies on the collaborative purchasing behaviour of consumers in India. The study uses the theory of planned behaviour (TPB) and the marketing mix to understand the factors affecting a consumer’s intention to participate in collaborative consumption (CC).

A Web-based survey was conducted, and 349 valid responses were analysed using AMOS (Analysis of Moment Structures) structural equation modelling. The study emphasised the impact of price, promotion and perceived behaviour control on CC and provided direction and advice for companies that rent and swap apparel.

According to the study, promotion and perceived behaviour control are the two key characteristics that significantly impact a consumer’s willingness to participate in CC in India. The study also found that perceived behaviour control plays a significant direct role in behavioural usage. These findings emphasise the impact of price, promotion and perceived behaviour control on CC and offer direction and advice for companies that rent and swap apparel.

This article can be used to evaluate the business in different countries and can be developed further. It does, however, have some restrictions. Because most respondents are from northern and central India, in addition, some respondents are from the southwestern and southern regions, especially in the Mumbai and Chennai locales. Hence, the geographical sample was not diverse in terms of demographics. Furthermore, the gender identity of the respondents might essentially affect how the authors interpret customer buying behaviour, but the study missed this. Researchers could enhance this by using various sampling techniques and ensuring that other demographic characteristics are considered in the future. Furthermore, the survey could not distinguish between online and in-person transactions.

The study provides practical advice for companies that rent and swap apparel, emphasising the impact of price, promotion and perceived behaviour control on consumer willingness to participate in CC. The findings suggest that companies can improve consumer participation by focusing on promotion and perceived behaviour control. In addition, the significance of perceived behaviour control on behavioural usage highlights the importance of empowering consumers to control their decisions to participate in CC.

To the best of the authors’ knowledge, this study is one of the first to examine the factors influencing consumer willingness to participate in CC in the context of the shift towards a circular economy in India. By examining the impact of the TPB and the marketing mix on consumer intention, the study provides valuable insights for companies that rent and swap apparel. The findings highlight the importance of promotion and perceived behaviour control in shaping consumer behaviour and provide practical direction for companies to promote and market their products effectively. The study adds to the existing knowledge on the circular economy and the role of CC in reducing waste and promoting sustainability.