Today, people are becoming more aware of healthy living, particularly immunity, and demanding green products. They are also getting more concerned with environmental sustainability. Therefore, the industry should use the emerging concept of sustainability to take advantage of new opportunities. A significant challenge for marketers lies in creative thinking and response to consumer needs by tailoring sustainability practices and providing green products for a better standard of living. However, greenwashing is used to promote products as environmentally friendly when they are not. This greenwashing behaviour gives rise to negative environmental consequences. Hence, this study employs the Attitude-Behaviour-Context (A-B-C) theory, with 440 participants, constructs a research model using structural equation modeling to assess how greenwash could influence sustainable purchase intention of green gadgets using green altruism and green brand evangelism as parallel mediators that are serially antecedent to a third mediator, green scepticism. The results reveal that green altruism, green brand evangelism, and green scepticism partially mediate the proposed associations. Thus, green attributes that are transparent without being greenwashed do not induce green scepticism but rather enhance green altruism and green brand evangelism and promote sustainable purchasing. This study fills a research gap in the context of greenwashing through multiple mediators, with economic implications for manufacturers, marketers, and policymakers.

Greenwashing; Green altruism; Green brand evangelism; Green scepticism; Sustainable purchase intention