Asian Journal of Marketing1819-1924xxxx-xxxxAcademic Journals Inc.10.3923/ajm.2017.44.53M. El KhouryCharbel E. SayeghElie F. Al AlamAdel 22017112Background and Objective: Greenwashing as a concept has lately appeared to attract the attention of several practitioners and scholars. This study aims to examine the effects of greenwashed labels on Lebanese consumers trust, while accounting for the mediating role that personal, social and environmental factors play. Materials and Methods: An online questionnaire was addressed to a sample of 227 consumers aged between 19 and 24 years old, in order to investigate their opinion towards labels that feature particular green attributes on chocolate bars. This study adopts exploratory factor analysis and structural equation modeling for the analysis of data. Results: A negative association exists between greenwashed labels and consumers trust. The presence of personal and environmental factors as mediators between greenwashed labels and consumers trust does not indicate remarkable influence. Social factors alone are seen to play the mediating role that affects the relation of the relevant variables. Conclusion: The suspicious greenwashing practices of many corporations have today raised consumers concerns. In general, many Lebanese consumers currently hold unfavorable perspectives towards products that feature unverified green claims on their labels. Corporations targeting the Lebanese market should therefore diminish their greenwashing activities and design truthful labels that generate trust among consumers.]]>Peattie, K. and A. Crane,20058357370Manaktola, K. and V. Jauhari,200719364377TerraChoice,20092009Alves, I.M.,20092126Nehme, M. and A.M. Adams,2012243059Lim, W.M., D.H. Ting, V.S. Bonaventure, A.P. Sendiawan and P.P. Tanusina,2013131424Chen, Y.S. and C.H. Chang,2013114489500Ferrell, O.C., J. Fraedrich and L. Ferrell,201510th Edn.,Pages: 656Pages: 656Patai, R.,19559116Tlaiss, H. and S. Kauser,201025462496Economic and Social Fund for Development,20112011Bruntland, G.,19871987Datta, S.K.,20116124133Bradley, N.,19891989D'Souza, C., M. Taghian, P. Lamb and R. Peretiatko,200731371376Yates, L.,2009Pages: 43Pages: 43Parguel, B., F. Benoit-Moreau and F. Larceneux,20111021528Lyon, T.P. and J.W. Maxwell,201120341Dahl, R.,2010118a246a252Delmas, M.A. and V.C. Burbano,2011546487Woodworth, R.S.,1918Morgan, R.M. and S.D. Hunt,1994582038Doney, P.M. and J.P. Cannon,1997613551Ramus, C.A. and I. Montiel,200544377414Cherry, M.A. and J.F. Sneirson,2011859831038Self, R.M., D.R. Self and J. Bell-Haynes,20109111126Pugliese, P., C. Zanasi, O. Atallah and R. Cosimo,201339112Horiuchi, R., R. Schuchard, L. Shea and S. Townsend,20092009Nocella, G., D. Romano and G. Stefani,201438153165Farouk, A.E., M.F. Batcha, R. Greiner, H.M. Salleh, M.R. Salleh and A.R. Sirajudin,20062713971400Massoud, M.,20102010Jongwanich, J.,200934447457El-Jardali, F., R. Hammoud, R. Kamleh and M. Jurdi,20142014Nasreddine, L., F. Naja, M.C. Chamieh, N. Adra, A.M. Sibai and N. Hwalla,20122012Mohr, L.A., D.J. Webb and K.E. Harris,2001354572Uusitalo, O. and R. Oksanen,200428214221Ramadan, Z. and I. Abosag,20162016Jamali, D. and B. Neville,2011102599621Gillespie, E.,2008187979Leonidou, L.C., C.N. Leonidou, J.S. Hadjimarcou and I. Lytovchenko,201443671684Dagher, G.K. and O. Itani,201413188195Azar, S.K. and S.S. Azar,20167778783Hsu, A. and A. Zomer,20162016Johanson, G.A. and G.P. Brooks,201070394400Laufer, W.S.,200343253261Chen, Y.S.,201093307319Voon, J.P., K.S. Ngui and A. Agrawal,201114103120Rizkallah, E.G.,201210333344Roberts, J.A. and D.R. Bacon,1997407989Harris, J.L., J.A. Bargh and K.D. Brownell,200928404413Duguleana, L. and S.C. Popovici,20147259266Zeeni, N., N. Gharibeh and I. Katsounari,2013264552Joseph, S.,20053810071026MOE., UNDP. and ECODIT.,20112011