Cited by 20Environmental Sustainability in BusinessSustainable Supply Chain ManagementConsumer Perception and Purchasing Behavior

Does Greenwashing Wash Away Gen Z's Green Purchase Intention?

Open access
Di Pillo, Francesca, Palombi, Giulia, Strazzullo, Serena·2025·Business Strategy and the Environment

Abstract

Gen Z is playing a key role in advancing sustainability efforts by driving climate activism, promoting responsible consumption, and engaging in political discourse. However, research on the factors influencing Gen Z's green purchase intentions remains limited, particularly regarding the role of greenwashing perception in shaping these decisions. This study expands the Theory of Planned Behavior (TPB) framework by incorporating greenwashing perception as a key determinant of green purchase intentions among Italian Gen Z consumers. A quantitative approach using PLS‐SEM is employed to test the proposed hypotheses. The results confirm that the TPB constructs positively drive green purchase intentions, while greenwashing perception has a negative impact, potentially counterbalancing the influence of pro‐environmental drivers. This study offers valuable insights into sustainable consumer behavior and provides practical implications for businesses and policymakers, emphasizing the need for transparent and credible sustainability strategies to maintain consumer trust and encourage genuine green consumption.

AI snapshot

Written from the paper’s full text.

TL;DR

This study extends the Theory of Planned Behavior with greenwashing perception to explain green purchase intention among Italian Gen Z consumers. Using PLS-SEM on 400 respondents, it finds greenwashing perception is the strongest negative predictor, while subjective norms are the strongest positive predictor.

Key findings

  • Greenwashing perception negatively affects green purchase intention and is the strongest predictor in the model (β = −0.364, T = 6.507; H4 supported).
  • Subjective norms are the most influential positive predictor (β = 0.228, T = 5.457; H2 supported), followed by perceived behavioral control (β = 0.210, T = 3.589; H3 supported).
  • Environmental attitude is the weakest but still significant positive predictor (β = 0.185, T = 4.382; H1 supported).
  • Measurement model showed acceptable reliability and validity: lowest Cronbach’s α = 0.844, lowest CR = 0.889, lowest rho_A = 0.853, lowest AVE = 0.618; highest VIF = 2.689.

Methods

  • Quantitative online survey conducted August–September 2024 using non-probabilistic convenience sampling via social media; final sample of 400 valid Gen Z respondents from Rome, with Gen Z defined as born 1997–2012.
  • Questionnaire pilot-tested on 15 Gen Z members; constructs measured on five-point Likert scales: environmental attitude (3 items), subjective norms (4 items), perceived behavioral control (4 items), greenwashing perception (4 items), and green purchase intention (5 items).
  • Data analyzed with PLS-SEM in SmartPLS, including measurement model assessment and structural model bootstrapping with 10,000 subsamples and a two-tailed test at 0.05.

Limitations

  • The paper states it measured purchase intention rather than actual purchase behavior, used closed-ended responses that limit understanding of motivations, may be limited by cultural and geographical context, and lacks a temporal aspect to track how intentions evolve.
  • The paper states future research could use mixed methods, broader geographical samples, and longitudinal designs.
  • Evident from the text: the non-probabilistic convenience sample from Rome further limits generalizability, and the cross-sectional design constrains causal inference.

Model-written summary. Check it against the paper before relying on it.

Integrity signals

Registry

Crossref · 10.1002/bse.70064

Cites

73 of 73 references verified0 citation errors · 0 not checkable

Statistics

Nothing to recompute.

Claims the paper makes

4 of 33 cited sources checked · 1 supported · 0 flagged · accuracy not yet measured

  • Interpretationcitation

    The TPB constructs remain robust predictors of sustainable behavior, especially when social and self-efficacy factors are at play.

    “These findings are consistent with prior research (Paul et al. 2016;Yadav and Pathak 2017) and more recent studies specifically focusing on Gen Z (e.g., Qazi et al. 2023), confirming that TPB constructs remain robust predictors of sustainable behavior, especially when social and self-efficacy factors are at play.”
    Quote in the paperSubstantial claim1 of 3 sources checked
    • cites Paul et al. 2016 source
    • cites Yadav and Pathak 2017 source
    • cites Qazi et al. 2023 source

      The Structural Model Assessment (section 4.4; page not provided) finds significant links from green attitude and social norms to purchase intention, and from intention to green buying behavior among Gen Z. But perceived behavioral control—the paper's measure closest to self-efficacy—was not a significant predictor of purchase intention. The findings therefore support the social-factor portion, not the claim about self-efficacy, and concern green buying rather than sustainable behavior generally. (LLM, conf=0.88)

      Experimental — accuracy not yet measured
    • Rests on an assumption: The sample of 400 respondents from Rome is representative of Italian Gen Z consumers.
  • Findingown data

    Subjective norms positively influence green purchase intention among Italian Gen Z consumers.

    “On the other hand, subjective norms (β = 0.228, T statistic = 5.457) emerge as the most influential positive predictor, highlighting the pivotal role of social pressure in shaping green purchase intentions.”
    Quote in the paperSubstantial claim
    • Rests on an assumption: The sample of 400 respondents from Rome is representative of Italian Gen Z consumers.
  • Findingown data

    Environmental attitude positively influences green purchase intention among Italian Gen Z consumers.

    “Finally, environmental attitude, with a path coefficient of 0.185 and a T statistic of 4.382, emerges as the weakest yet still significant predictor.”
    Quote in the paperSubstantial claim
    • Rests on an assumption: The sample of 400 respondents from Rome is representative of Italian Gen Z consumers.
  • Findingown data

    Greenwashing perception is the strongest and most significant predictor of green purchase intention among the tested constructs.

    “Greenwashing perception emerges as the strongest and most significant predictor, exerting a negative impact (β = -0.364,T statistic = 6.507).”
    Quote in the paperSubstantial claim
    • Rests on an assumption: The sample of 400 respondents from Rome is representative of Italian Gen Z consumers.
  • Findingown data

    Perceived behavioral control positively influences green purchase intention among Italian Gen Z consumers.

    “Perceived behavioral control (β = 0.210, T statistic = 3.589) also exerts a positive influence on green purchase intentions, although its impact is weaker compared to that of subjective norms.”
    Quote in the paperSubstantial claim
    • Rests on an assumption: The sample of 400 respondents from Rome is representative of Italian Gen Z consumers.
  • Classified as probably not a substantial claim. 13
  • May combine two claims. 15
  • The quote only partly states this claim. 1
  • Probably not a substantial claim: may not pass S2 (checkable).

    Interpretationreasoning

    Perceived greenwashing offers a broader and more integrative conceptual lens than related constructs such as trust, skepticism, and green consumer confusion.

    “While related constructs such as trust, skepticism, and green consumer confusion have been frequently employed to explain consumer responses to sustainability claims (Chen and Chang 2013;Rahman et al. 2015;Schmuck et al. 2018), perceived greenwashing offers a broader and more integrative conceptual lens.”
    Quote in the paperNot a substantial claim1 of 3 sources checked
    • cites Chen and Chang 2013 source
    • cites Rahman et al. 2015 source
    • cites Schmuck et al. 2018 source

      The citation is attached to the statement that related constructs have been used to explain responses to sustainability claims; the claim that perceived greenwashing is a broader lens is the citing authors’ own conclusion. The section “Message Characteristics: Types of Claims in Greenwashing Ads” (p. 4) identifies skepticism and ad credibility as measures used in earlier studies, and the introduction (p. 2) discusses consumer confidence. Our copy does not show green consumer confusion being used in this way; it appears only in a cited work’s title in the references (p. 16). (LLM, conf=0.82)

      Experimental — accuracy not yet measured
  • Classified as probably not a substantial claim.

    Premisecitation

    The TPB is widely regarded as a foundational framework in understanding and predicting human behavior, particularly in contexts such as green behavior and green purchase behavior.

    “The TPB, introduced by Ajzen (1991) as an extension of the Theory of Reasoned Action (TRA), is widely regarded as a foundational framework in understanding and predicting human behavior, particularly in contexts such as green behavior and green purchase behavior.”
    Quote in the paperSubstantial claim1 of 1 sources checked
    • cites Ajzen 1991 source

      The paper describes TPB as an extension of the Theory of Reasoned Action (Predicting Behavior: Intentions and Perceived Behavioral Control) and as a framework for predicting and understanding behavior in specified contexts (Conclusions). It does not establish that TPB is widely regarded as foundational, particularly for green behavior or green purchases; the applications described in the copy concern other behaviors. (LLM, conf=0.88)

      Experimental — accuracy not yet measured
  • Classified as probably not a substantial claim. May combine two claims.

    Premisecitation

    The TPB posits that attitudes, subjective norms, and perceived behavioral control shape behavioral intentions, which in turn influence actual behavior.

    “The TPB posits that three primary constructs-attitudes, subjective norms, and perceived behavioral control-shape behavioral intentions, which in turn influence actual behavior (Ajzen 1991).”
    Quote in the paperSubstantial claim1 of 1 sources checked
    • cites Ajzen 1991 source
  • May combine two claims.

    Findingown data

    Environmental attitude is the weakest yet still significant predictor of green purchase intention among the tested constructs.

    “Finally, environmental attitude, with a path coefficient of 0.185 and a T statistic of 4.382, emerges as the weakest yet still significant predictor.”
    Quote in the paperNot a substantial claim
    • Rests on an assumption: The sample of 400 respondents from Rome is representative of Italian Gen Z consumers.
  • The quote only partly states this claim.

    Findingown data

    Subjective norms have the strongest positive effect on green purchase intention among the predictors (path coefficient 0.228, T=5.457).

    “The findings reveal that subjective norms represent the most influential positive predictor of green purchase intention, highlighting the pivotal role of social influence in guiding sustainable consumption behavior.”
    • Also stated in: § 7 | Limitations and Further Research · plain
      “H2 | 0.228* | 5.457 | (-0.466, -0.250) | Supported”
    Quote in the paperSubstantial claim
  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Study design and conductnone given

    The questionnaire employs closed-ended responses, which restrict a comprehensive understanding of the motivations.

    “Second, the questionnaire employs closed-ended responses, which restrict a comprehensive understanding of the motivations.”
    Quote in the paperNot a substantial claim
  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Premisecitation

    The TPB has served as the theoretical foundation for 40% of studies in environmental psychology.

    “The TPB has been widely utilized in environmental psychology research, serving as the theoretical foundation for 40% of studies in the field (Klöckner 2013).”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites Klöckner 2013 source
  • May combine two claims.

    Study design and conductown data

    All constructs exhibit AVE values higher than 0.5, with the lowest AVE 0.618.

    “All the constructs exhibit AVE values higher than 0.5 (Fornell and Larcker 1981) with the lowest AVE equal to 0.618.”
    Quote in the paperSubstantial claim0 of 1 sources checked
    • cites Fornell and Larcker 1981 source
  • May combine two claims.

    Interpretationreasoning

    Skepticism and mistrust in sustainability claims can undermine the effectiveness of green marketing strategies and reduce overall engagement in green consumption.

    “The significant negative influence of greenwashing perception suggests that skepticism and mistrust in sustainability claims can undermine the effectiveness of green marketing strategies and reduce overall engagement in green consumption.”
    Quote in the paperSubstantial claim
  • May combine two claims.

    Interpretationreasoning

    Individuals with strong environmental concerns may express a preference for green products, but their actual purchasing decisions remain strongly shaped by external social influences and contextual conditions.

    “Individuals with strong environmental concerns may express a preference for green products; however, their actual purchasing decisions remain strongly shaped by external social influences and contextual conditions.”
    Quote in the paperSubstantial claim
  • May combine two claims.

    Study design and conductown data

    All constructs have CR above 0.50 and rho_A above 0.70, with the lowest CR 0.889 and the lowest rho_A 0.853.

    “In the same vein, CR and rho_A were higher than the recommended thresholds 0.50 (Fornell and Larcker 1981) and 0.70 (Camilleri 2022;Ravand and Firoozi 2016) respectively, with the lowest CR equal to 0.889 and the lowest rho_A equal to 0.853.”
    Quote in the paperSubstantial claim0 of 3 sources checked
    • cites Fornell and Larcker 1981 source
    • cites Camilleri 2022

      Couldn’t be matched to a paper in Crossref, so it can’t be checked.

    • cites Ravand and Firoozi 2016
  • May combine two claims.

    Interpretationreasoning

    Corporate deceptive practices have a substantial deterrent effect on consumer trust and willingness to engage in sustainable consumption.

    “This highlights the substantial deterrent effect of corporate deceptive practices on consumer trust and willingness to engage in sustainable consumption.”
    Quote in the paperSubstantial claim
  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Study design and conductreasoning

    The questionnaire was pilot-tested on 15 Gen Z members to assess clarity and language, improving the overall quality of the data collection tool.

    “The questionnaire was pilot-tested on 15 members of Gen Z to assess the clarity of the questions and the simplicity of the language used.”
    Quote in the paperNot a substantial claim
  • May combine two claims.

    Premisecitation

    PLS-SEM effectively handles small sample sizes, does not require data normalization, and is well-suited for predicting complex models that aid in theory development.

    “This study used PLS-SEM for data analysis because it effectively handles small sample sizes, does not require data normalization, and is well-suited for predicting complex models that aid in theory development, making it more appropriate than covariance-based Structural Equation Modeling (Hair et al. 2012(Hair et al. , 2019;;Pathak et al. 2024).”
    Quote in the paperSubstantial claim0 of 3 sources checked
    • cites Hair et al. 2012 source
    • cites Hair et al. 2019 source
    • cites Pathak et al. 2024 source
  • May combine two claims.

    Interpretationown data

    Gen Z consumers demand authenticity and consistency in corporate actions, penalizing brands engaged in greenwashing or lacking a genuine commitment to sustainability.

    “The findings emphasize that Gen Z not only seeks sustainable products but also demands authenticity and consistency in corporate actions, penalizing brands engaged in greenwashing or lacking a genuine commitment to sustainability.”
    Quote in the paperSubstantial claim
    • Rests on an assumption: The sample of 400 respondents from Rome is representative of Italian Gen Z consumers.
  • Classified as probably not a substantial claim.

    Premisecitation

    The TPB is inherently adaptable, allowing for the inclusion of additional predictors to enhance its explanatory power.

    “Despite its established utility, the TPB is inherently adaptable, allowing for the inclusion of additional predictors to enhance its explanatory power (Ajzen 2020).”
    Quote in the paperSubstantial claim0 of 1 sources checked
    • cites Ajzen 2020 source
  • May combine two claims.

    Premisecitation

    The only study addressing greenwashing perception and green purchase intention within a Gen Z context is Meet et al. (2024), which is limited to the beverage sector in India and does not apply the TPB framework.

    “The only study addressing this link within a Gen Z context is Meet et al. (2024); however, their research is limited to a single product category (the beverage sector in India) and does not apply the TPB framework.”
    Quote in the paperSubstantial claim0 of 1 sources checked
    • cites Meet et al. (2024)

      Couldn’t be matched to a paper in Crossref, so it can’t be checked.

  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Interpretationnone given

    The results may be influenced by the cultural and geographical context of the participants, potentially limiting the generalizability of the findings to other settings.

    “Moreover, the results may be influenced by the cultural and geographical context of the participants, potentially limiting the generalizability of the findings to other settings.”
    Quote in the paperNot a substantial claim
  • May combine two claims.

    Study design and conductown data

    All constructs have Cronbach's alpha above 0.70, with the lowest value 0.844.

    “For all the constructs, Cronbach's alpha coefficient is above 0.70, the threshold recommended by Hair et al. (2012), with the lowest value equal to 0.844.”
    Quote in the paperSubstantial claim0 of 1 sources checked
    • cites Hair et al. 2012 source
  • May combine two claims.

    Interpretationreasoning

    Gen Z consumers exhibit a strong demand for authenticity and transparency in corporate sustainability initiatives, actively penalizing brands perceived as engaging in greenwashing.

    “Gen Z consumers exhibit a strong demand for authenticity and transparency in corporate sustainability initiatives, actively penalizing brands perceived as engaging in greenwashing.”
    Quote in the paperSubstantial claim
  • Classified as probably not a substantial claim. May combine two claims.

    Premisecitation

    Gen Z's heightened sensitivity to authenticity and aversion to perceived manipulation in brand messaging makes perceived greenwashing a relevant determinant likely to suppress pro-environmental attitudes.

    “Furthermore, considering Gen Z's heightened sensitivity to authenticity and aversion to perceived manipulation in brand messaging (Ham et al. 2022), perceived greenwashing serves as a highly relevant determinant of behavior, likely to suppress even well-intentioned pro-environmental attitudes.”
    Quote in the paperSubstantial claim0 of 1 sources checked
    • cites Ham et al. 2022

      Couldn’t be matched to a paper in Crossref, so it can’t be checked.

  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Study design and conductreasoning

    The study may lack a temporal aspect that would enable an analysis of how purchase intentions evolve over time, especially concerning the perception of greenwashing.

    “Finally, the study may lack a temporal aspect that would enable an analysis of how purchase intentions evolve over time, especially concerning the perception of greenwashing.”
    Quote in the paperNot a substantial claim
  • Classified as probably not a substantial claim. May combine two claims.

    Premisecitation

    Perception of greenwashing reduces consumer trust and weakens green purchase intention.

    “Several studies highlight that the perception of greenwashing reduces consumer trust in companies and their environmental communications, weakening green purchase intention, as consumers are more likely to buy eco-friendly products from companies they perceive as authentic in their sustainability initiatives (Chen and Chang 2013;Nyilasy et al. 2014;Rahman et al. 2015;Gatti et al. 2019).”
    Quote in the paperSubstantial claim0 of 3 sources checked
    • cites Chen and Chang 2013 source
    • cites Nyilasy et al. 2014 source
    • cites Rahman et al. 2015 source
  • Classified as probably not a substantial claim.

    Study design and conductnone given

    The study focused on purchase intention rather than actual consumer purchase behavior.

    “First, it focused on purchase intention rather than actual consumer purchase behavior.”
    Quote in the paperSubstantial claim
  • Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based).

    Premisenone given

    Numerous past studies have shown a correlation between intention and behavior.

    “However, numerous past studies have shown a correlation between intention and behavior.”
    Quote in the paperNot a substantial claim
  • May combine two claims.

    Study design and conductown data

    The constructs in the measurement model have adequate validity and reliability.

    “TABLE 2 | Constructs' validity and reliability.”
    Quote in the paperSubstantial claim
26 of 26
  • The paper relies on this without support.

    The sample of 400 respondents from Rome is representative of Italian Gen Z consumers.

    “The final sample comprises a total of 400 valid respondents from the city of Rome.”
    “Finally, this paper represents one of the initial attempts to understand Gen Z consumers' green purchase intentions using the TPB framework in the Italian context.”
  • The paper relies on this without support.

    The inclusion of greenwashing perception as a psychological deterrent within behavioral models such as the TPB remains relatively limited.

    “Although greenwashing has been increasingly studied in the broader field of sustainable marketing and communication, its inclusion as a psychological deterrent within behavioral models such as the TPB remains relatively limited.”
  • The paper relies on this without support.

    Limited attention has been devoted to the impact of greenwashing on Gen Z, particularly in the Italian context.

    “Although previous research has investigated the role of greenwashing in consumer decision-making, limited attention has been devoted to its impact on Gen Z, particularly in the Italian context.”
  • The paper relies on this without support.

    Gen Z has heightened environmental awareness and a growing impact on consumer behavior.

    “Gen Z has emerged as a particularly influential demographic, distinguished by its heightened environmental awareness and its growing impact on consumer behavior.”
  • The paper relies on this without support.

    Unlike older generations, Gen Z tends to view ecological problems as immediate and personal concerns rather than distant or abstract threats.

    “Unlike older generations, Gen Z tends to view ecological problems as immediate and personal concerns rather than distant or abstract threats, rendering their consumption habits especially relevant for sustainability research.”
5 of 5

Self-check

Percentages, sums and reported differences re-computed from the paper’s own numbers.

Each contradiction between two passages listed here was confirmed by an independent check.

  • H3 confidence interval excludes its path coefficient

    Major

    H3 reports a path coefficient of 0.210, but its reported 95% confidence interval runs from 0.882 to 0.915.

  • H2 confidence interval has the opposite sign

    Major

    H2 reports a positive path coefficient of 0.228, whereas both bounds of its reported 95% confidence interval are negative.

  • H4 confidence interval has the opposite sign

    Major

    H4 reports a negative path coefficient of -0.364, whereas both bounds of its reported 95% confidence interval are positive.

  • H1 confidence interval excludes its path coefficient

    Major

    H1 reports a path coefficient of 0.185, but its reported 95% confidence interval runs from 0.364 to 0.516.

  • Table 3 diagonal is not the reported AVE

    Minor

    Table 3 describes its diagonal values as AVE, but its EA diagonal is 0.917 while Table 2 reports EA's AVE as 0.841. The same mismatch occurs for the other constructs.

  • Table 3 labels negative values as squared correlations

    Minor

    The table says its off-diagonal entries are squared correlations, yet it contains negative entries. A squared correlation cannot be negative.

6 of 6

Cites

Flagged first, then by citations

Research works printed but not linked: 10

  1. Dabija D. C., 2019, How Sustainability Oriented Is Generation Z in Retail? A Literature Review, Transformations in Business and Economics, 18, 140
  2. 10.22034/ijels.2022.162981 · DOI
  3. 10.1007/s00180‐012‐0317‐1/metrics · DOI
  4. Kidwell B., 2003, Exploring the Role of Perceived Behavioral Control in Pro‐Environmental Behavior, Environment and Behavior, 35, 601
  5. Loveland E., 2017, Instant Generation, Journal of College Admission, 235, 34
  6. 10.1108/bfj‐06‐2016‐0295/full/xml · DOI
  7. Ringle C. M. S.Wende andA.Will.2005. “SmartPLS2.0.”https://scholar.google.com/scholar_lookup?title=Smartpls%202.0&publication_year=2005&author=C.M.%20Ringle&author=S.%20Wende&author=A.%20Will.
  8. Singh D., 2022, Social Media Marketing and Gen Z: A Study of Brand Attitude, Self‐Brand Connection and Purchase Intention, IUP Journal of Marketing Management, 21, 7
  9. 10.1080/0965254x.2019.1569119 · DOI
  10. Stern P. C., 2005, Understanding Individuals' Environmentally Significant Behavior, Environmental Law Reporter News & Analysis, 35, 10785

Cited by

Sorted by citations

Authors
Di Pillo, F., Palombi, G., & Strazzullo, S.
Affiliations
  • Department of Computer, Control and Management Engineering Sapienza University of Rome Rome Italy
  • Mercatorum University (IT)
  • University of Naples Federico II (IT)
Corresponding author
Palombi, Giulia
Venue
Business Strategy and the Environment
Publisher
Wiley
Published
2025-07-07
Volume
34
Issue
7
Pages
9081-9092
ISSN
  • 0964-4733 (ISSN-L)
  • 1099-0836
OpenAlex
W4412100544
Cited by
20
References
70
Citations by year
2026: 18 · 2025: 2
FWCI
35.66
Type
journal article
Language
en
Open access
Locations
  • Business Strategy and the Environment (publishedVersion, cc-by)
  • IRIS Research product catalog (Sapienza University of Rome) (submittedVersion, cc-by)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
  • Social Sciences › Business, Management and Accounting › Strategy and Management › Sustainable Supply Chain Management
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Perception and Purchasing Behavior
Keywords
greenwashing, green purchase intention, Generation Z, sustainable consumer behavior, theory of planned behavior, pro-environmental attitudes, perceived behavioral control, green consumption, consumer trust, Italian consumers

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Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.

Claims read by deepseek-v4.1-flash under definition version 3 (extract-v3) on 2026-10-23.

Classified by jev-1.13-20260917 (gold-guideline-v0.2) on 2026-10-23.

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