ANTECEDENTS OF CONSUMER SCEPTICISM

Abstract

Purpose: Consumer scepticism refers to the tendency to doubt the truthfulness of statements made in advertising.  Literature indicates that consumer scepticism can have an adverse effect on the sales of environmentally friendly products, impacting both society and businesses. It also highlights the presence of deceptive business practices. Consequently, this paper aims to investigate the factors leading to consumer scepticism, with the goal of implementing measures to mitigate it.

Design /Methodology/ Approach: This is an empirical investigation that originated from a thorough review of the literature and a conceptual model, resulting in the formulation of ten research hypotheses. The research employed a judgmental sampling technique to select a sample of 300 participants and conducted the study in two districts located in the southern region of Kerala. Path analysis has been an integral component of the research.

Findings:  The presence of predictive variables related to disinformation and undue subjugation can result in consumer confusion and distrust, ultimately leading to consumer scepticism. Conversely, disinformation factors alone may not cause consumer confusion but can foster distrust, thereby contributing to consumer scepticism. Inadequate information gives rise to consumer scepticism. The study demonstrates that consumers' preexisting evaluations of these factors significantly influence the level of consumer scepticism.

Research Implications: The research findings suggest that in order to address consumer scepticism, it is imperative to effectively manage the variables uncovered in the study. Doing so could lead to a heightened demand for green products.

Originality/value: The study furnishes valuable insights into the factors that give rise to consumer scepticism.

Keywords:  Consumer scepticism, perplexity, disinformation, deficient information, mistrust and undue subjugation.