Impact of Green Washing on Consumer purchase intention in the Cosmetic Industry
Renuga Devi R, Dr. Mercia Selva Malar
Although green consumption is becoming more popular in India, its consequences on the environment remain debatable. Does green marketing foster corporate green washing or does it help Indians become more environmentally conscious? Due to their precarious moral position, eco-marketers must carefully craft the messaging of their environmental products in order to appeal to both conventional and natural product buyers as well as consumers with environmental ethics. Eco-marketing creates a complex ethical identity for the green customer as a result. People who care about the environment already follow their own moral principles. Businesses that care about the environment provide environmental goods an aesthetic quality in an effort to draw in new customers. What are the repercussions of an aesthetic-infused environmental ethics in a time when environmentalism is becoming more and more popular? There has been a noticeable surge in companies that are eco-friendly, organic, vegan, natural, and cruelty-free in the cosmetics industry in recent years. Therefore, positioning themselves as "green" companies in customers' minds. causing them to believe—indirectly or directly—that their brand respects and benefits the environment. In general, this trend is not good for the environment since it directs us toward sustainable and responsible consumerism. However, it is important for us to be aware as customers that not all companies exploit this trend "fairly" and simply for greenwashing.
Article Details
Unique Paper ID: 157895

Publication Volume & Issue: Volume 9, Issue 8

Page(s): 330 - 337
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