Environmental Identity and the Psychology of Green Trust: Understanding Consumers’ Emotional and Cognitive Responses to Corporate Sustainability Claims

This study explored how UK general consumers and environmental activists emotionally and cognitively respond to green marketing claims by BP, Volkswagen, and Unilever. Using a mixed-method survey, 196 participants viewed environmental ads followed by greenwashing accusations. Quantitative results showed general consumers experienced higher cognitive dissonance and reduced purchase intention post-exposure, while activists reported lower trust and less discomfort. Qualitative findings revealed consumers’ emotional conflict and justification (loyalty, denial), contrasted with activists’ resolved dissonance and ideological distancing. Environmental awareness predicted skepticism but not consistent purchase behavior, indicating an attitude–behavior gap. These findings may offer practical implications for corporate communication strategies aimed at recovering trust and image repair after greenwashing accusations.