The Dynamics of Environmental Knowledge and Skepticism in Green Footwear Marketing

EasyChair Preprint 16003

Abstract

This study examines the relationship of environmental knowledge, attitudes, and social norms in shaping green skepticism toward sustainable footwear. The data was collected from 510 United States respondents and analyzed using 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. Findings highlight the importance of leveraging transparent environmental claims to reduce skepticism toward green footwear marketing. Theoretical contributions challenge traditional assumptions about attitude formation and emphasize the multidimensional nature of skepticism. This study underscores the need for credible, socially driven green marketing strategies.

Keyphrases: Green Marketing, environmental knowledge, green consumption, green skepticism

@booklet{EasyChair:16003,
  author    = {Angga Ranggana Putra and Caroline Kopot},
  title     = {The Dynamics of Environmental Knowledge and Skepticism in Green Footwear Marketing},
  howpublished = {EasyChair Preprint 16003},
  year      = {EasyChair, 2025}}