Purpose: This study aims to inform readers whether greenwashing in the Chinese electrical appliance market impacts consumers' green purchase intention. Methods: This study uses theory of planned behaviour as the theoretical basis to construct a structural equation model. An online questionnaire survey was conducted on 521 participants. Results: Our analysis shows that greenwashing has indirectly positively correlated with green purchase intention; green attitude and green perceived value play an intermediary role between greenwashing and green purchase intention. Conclusion: This study concluded that in the Chinese electrical appliance market, greenwashing has positively affected green attitudes and green perceived value, then green attitudes and green perceived value positively affected green purchase intention, and green attitudes positively affected green perceived value. Structure: In this study, after the introduction, the model and related proprietary definitions involved in the research are explained, and hypotheses are proposed. Next are the research methods and research results, and then the discussion of the research results. Finally, the possible directions of future research are discussed.

Young et al.(2009) report a gap in customers’ buying habits which is referred to a value action gap. This value action gap is typically where customers are concerned about environmental issues but have a hard time interpreting it when making a purchase. In the same way, Peattie and Crane (2005) report that there has been a slight growth on green purchasing since 1990, they also identified a significant gap between concerns and actual purchasing among customers. Datta (2011) states, it is important to increase people’s environmental awareness and consciousness, because as customers, they can impact the environment through their positive purchasing decisions. Datta (2011) further argues that the growing number of customers and consumers who prefer and are willing to buy Eco-friendly products are creating opportunities for businesses that are using “Eco-friendly” or “environmentally friendly” as a component of their value proposition . Considering the fact that printers produce carbon foot prints (Lubick, 2007), the authors have decided to conduct their research on the consumers’ purchasing gap towards Eco printers in Swedish market. Thus, the purpose of this study is to identify and analyze the factors which can influence consumers’ green purchasing intention. More specifically, it aims to find and analyze the factors that can influence consumers’ green purchasing intention towards buying an Eco printer in the Swedish market.  Therefore, the following research question has been formulated: What factors can influence the consumers’ green purchasing intention towards buying environmentally friendly printer? In this thesis both primary and secondary data have been used to establish its findings. A questionnaire of 201 respondents was analyzed to answer the research question. In conclusion the authors h found that there are several determinants which can influence the green purchasing intentions. Among these determinants, green knowledge and Eco literacy, attitude and green belief, environmental laws and guidelines and willingness to pay are indentified as strong influencing factors while demographics found as less stronger factor. However, subjective norms and social influence found as a weak one.

Esta investigación busca conocer la percepción de los jóvenes universitarios de las cualidades del Green advertising a través de la preocupación medioambiental del público y el diseño de la campaña. La investigación se enfoca en la marca San Luis y en una de sus últimas campañas “Estar en balance con el planeta”. Este artículo tendrá un enfoque cualitativo y un diseño de caso porque busca analizar el entendimiento de las percepciones, opiniones y (motivaciones) de los consumidores hacia una campaña publicitaria. Las entrevistas individuales con una guía de indagación semi estructurada permiten recoger las interpretaciones puntos de vista y cualidades percibidas de la marca a través de la campaña. / This investigation seeks to understand the perception of a sample of young university students of the qualities surrounding Green advertising through a greater understanding of qualities of Green advertising, environmental concern and the design of green advertising. The research focuses on the brand San Luis and one of its latest campaigns "Be in balance with the planet". This article will have a qualitative nature which seeks to strengthen the understanding of the perceptions, opinions, and qualities received from the sample of consumers interviewed towards the campaign through the use of semi-structured interviews which allow to know the interpretations on the trend as well as express the points of view and qualities perceived the interviewees to be in contact with the campaign. / Trabajo de investigación