Exploring nuances of green skepticism in different economies

The purpose of this paper is to investigate the relationship between consumers’ skepticism and green consumption in different economies by exploring antecedents and consequences of skepticism.,Using a cross-country approach, with data from Brazil and France, the relationships between green skepticism and downstream consequences (e.g. intention to purchase green products) were analyzed using the partial least squares path modeling with the results of 996 questionnaires.,Contradicting previous research, the authors found that in France, green skepticism represents consumers’ increased green advertising elaboration, not a disbelief in companies’ claims, and it is associated with greater intentions to make green purchases. Meanwhile, in Brazil, green skepticism represents consumers’ disbelief, which is associated to consumers greater suspicion toward (and distance from) companies’ claims in such country. This study shows that the role of skepticism and the valence of its effect on green attitudes depend on market relationships.,The authors promote the importance of investigating the different meanings of skepticism across countries, what can spill over on research of other marketing aspects, such as advertising elaboration. Managers should consider the importance of consumers’ doubts and skepticism as a useful element that can be explored in green advertising effectiveness.,Managers should consider the importance of consumers’ doubts and skepticism as a useful element that can be explored in green advertising effectiveness.,This research examines an underexplored debate on the role of green skepticism in different economies and demonstrates the nuances green advertising impact on both markets.