The dynamics of environmental knowledge and skepticism in green footwear marketing

Abstract

This study examines the relationship between environmental knowledge, attitudes, and social norms influencing green skepticism toward sustainable footwear. The data was collected from 510 United States respondents and analyzed using Partial Least Square – Structural Equation Modeling. Results reveal that environmental knowledge positively influences green skepticism, while attitude toward green footwear does not significantly mediate this relationship. Social norms does not moderate the relationship between Environmental Knowledge and Green Skepticism. In addition, the results highlight the importance of harnessing transparent environmental claims to reduce skepticism toward green footwear marketing. Theoretically, this study challenges traditional assumptions about attitude formation and emphasizes the multidimensional nature of skepticism. This study emphasizes the need for credible, socially driven green marketing strategies in the footwear industry.