Trust in sustainability claims: understanding consumer scepticism and the emotional impact of fear and hope

This study investigates consumer scepticism towards corporate sustainability claims, with a specific focus on the role of emotions—particularly fear and hope—in shaping perceptions and the effectiveness of sustainability communication. In a context marked by increasing environmental awareness alongside widespread distrust of corporate sustainability statements, this research aims to identify the key factors that drive scepticism and explore how emotions influence communication strategies. The theoretical framework examines fear and hope in the context of consumer persuasion. Fear, commonly used in environmental messaging to highlight the urgency of climate crises, can be effective in capturing attention but may also lead to anxiety, decision paralysis, and disengagement if not paired with constructive solutions. Conversely, hope fosters a positive attitude, encouraging long-term engagement and participation in sustainability initiatives. However, excessive optimism may reduce the perceived urgency for immediate action. Literature suggests that an optimal balance between fear and hope is essential for maintaining consumer engagement. Another critical aspect explored is the ethical dimension of sustainability communication. Transparency and verifiability are key to consumer trust, yet the pervasive issue of greenwashing significantly undermines credibility. The study also highlights the impact of cultural and social factors on sustainability communication, demonstrating the need for tailored strategies depending on demographic contexts. The empirical research was conducted using a quantitative approach, employing a structured questionnaire distributed to a global sample divided into two age groups: 18–35 and 45–60 years old. Findings confirm that greenwashing is a primary driver of consumer scepticism, with respondents identifying the lack of verifiable data, vague terminology, and selective sustainability claims as key factors in their distrust. Additionally, three out of four participants stated they already stopped or would stop purchasing from a company upon discovering misleading sustainability claims. Results also reveal that hope is the dominant motivator for sustainable behaviours across both age groups, even though younger consumers exhibit a stronger sensitivity to fear as a call to action. This suggests that effective sustainability communication for this target should emphasize optimism and empowerment while maintaining an element of urgency. Moreover, the study examines consumer perceptions of nuclear energy and electric vehicles, demonstrating how polarised narratives—focused either excessively on fear (nuclear energy) or hope (electric vehicles)—lead the consumer to perceive the message as non-authentic. The findings underscore the necessity for balanced and transparent communication strategies. The credibility of sustainability claims depends not only on message content but also on corporate consistency between stated commitments and actual practices. To enhance the effectiveness, messages must be tailored to the diverse audiences, ensuring accessibility and clarity while avoiding deceptive messaging. This research contributes to the academic discourse on sustainability communication by providing empirical insights into the emotional dimensions of consumer scepticism. Additionally, it offers practical recommendations for businesses and policymakers to develop more effective, transparent, and ethically grounded sustainability campaigns. By integrating ethical responsibility with cultural sensitivity and emotional engagement, this study underscores the need for credible and persuasive sustainability communication strategies capable of fostering trust and driving meaningful consumer action towards a sustainable future.