Perceived Corporate Greenwashing Scale

What it measures

Measures consumer perceptions that a company is making misleading or exaggerated environmental claims — greenwashing. As green marketing has proliferated, scepticism about firms' environmental credentials has grown. Greenwashing perceptions erode green brand trust, reduce green purchase intention, create consumer confusion, and increase perceived risk of buying supposedly green products. The PCGS captures the degree to which consumers believe a company's environmental communications are inconsistent with its actual environmental practices.

Response format

Likert (1–5, strongly disagree to strongly agree)

Scale items

• [Company] exaggerates its environmental achievements.
• [Company's] environmental claims are misleading.
• [Company] uses environmental marketing to distract from its real environmental impact.
• [Company] makes false or unsubstantiated green claims.
• [Company's] environmental initiatives are more about image than genuine commitment.
• [Company] uses green marketing as a deceptive tactic.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Score = mean. Higher = greater greenwashing perceptions. Greenwashing perceptions mediate between corporate environmental communication and green trust — when greenwashing is suspected, even genuine improvements do not improve trust. Particularly relevant for research on eco-certification, carbon neutral claims, and sustainability reporting credibility.

Recommended companion scales

Citation

Chen, Y.S., & Chang, C.H. (2013). Greenwash and green trust: The mediation effects of green consumer confusion and green perceived risk. Journal of Business Ethics, 114(3), 489–500.

Keywords