Genuine or Greenwashed? Consumer Perceptions on Deceptive Green Marketing

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Mr. Manan Valia

Genuine or Greenwashed? Consumer Perceptions on Deceptive Green Marketing

Authors: Mr. Manan Valia

Unique Paper ID: 178187
Volume: 11
Issue: 12
PageNo: 3356-3359

Keywords: Deceptive marketing Environmental degradation False labelling and Greenwashing.

Abstract:
This study investigates how consumers view greenwashing and how it affects their buying decisions, their level of trust, and the legitimacy of brands. The study looks at the most prevalent deceptive marketing strategies, consumer knowledge of greenwashing, the impact of false sustainability claims on loyalty, and the effects of greenwashing on trust. Results show that many people have come across false environmental claims from businesses, even if consumer knowledge of greenwashing is very low. Although eco-friendly marketing appeals to customers, mistrust and disengagement greatly increase when consumers suspect greenwashing. Common greenwashing strategies take advantage of consumers' desire to support sustainability by using ambiguous sustainability claims, false labelling, and misleading green imagery. The study backs up the claims that misleading green marketing damages trust and company credibility and that customers are aware of greenwashing. These results demonstrate how urgently companies must implement ethical, verifiable, and transparent sustainability processes. Greenwashing may be lessened, and firms' true environmental commitments can be guaranteed by strengthening legislation and enhancing consumer education. Businesses can preserve credibility in a market that is becoming more and more concerned with sustainability and gain the long-term trust of consumers by promoting accountability and transparency. By highlighting the significance of honesty and integrity in sustainability promises, this study adds to the expanding conversation on ethical marketing.

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Cite This Article

ISSN: 2349-6002
Volume: 11
Issue: 12
PageNo: 3356-3359

Genuine or Greenwashed? Consumer Perceptions on Deceptive Green Marketing

Available:https://ijirt.org/article?manuscript=178187

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