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@article{195525,
        author = {Kashish Srivastava},
        title = {The Green Trust Deficit: An Empirical Study on Indian Consumers’ Trust in Sustainable Branding},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {1184-1186},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=195525},
        abstract = {In 2026, India stands at a critical juncture in its "Transition Economy," where sustainability has shifted from a niche marketing trend to a strategic business imperative integrated into the very fabric of corporate governance. This paper investigates the nuanced level of trust Indian consumers accord to sustainable branding amidst a landscape of heightened climate anxiety and digital connectivity. Despite a high level of environmental awareness—with 60% of urban consumers actively seeking sustainable alternatives—a significant "Intent-Action Gap" persists, often fueled by economic pressures and a lack of clear product differentiation.
This study utilizes longitudinal data from 2024–2026 to analyze the multifaceted impact of greenwashing and the "green premium" on purchasing decisions. It specifically examines the effectiveness of new regulatory frameworks, such as SEBI’s BRSR (Business Responsibility and Sustainability Reporting) Core, in mitigating consumer skepticism. Our findings suggest that while trust is incrementally increasing among Millennials and Gen Z, it remains remarkably fragile. Today's "Rational Green" consumer demands more than evocative imagery; trust is now contingent on radical transparency, real-time supply chain visibility via QR codes, and rigorous third-party verification. Ultimately, the research highlights that for Indian brands to bridge the trust deficit, they must move beyond "green signaling" and embrace verifiable impact as their core value proposition.},
        keywords = {Sustainable Branding, Greenwashing, Indian Consumer Behavior, BRSR Core, Eco-labeling, Green Trust, Transition Economy.},
        month = {April},
        }