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@article{201868,
        author = {Parinitha M and Dr. B S Sudarshan},
        title = {A Study on the Impact of Greenwashing on Consumer Trust and Purchasing Behaviour},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {12},
        pages = {5543-5551},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=201868},
        abstract = {This research investigates the effects of greenwashing upon both consumer confidence and buying behaviour concerning ecologically-oriented products. Consumers have become more aware of deceptive environmental representations brought about by an increase in the amount of sustainable marketing available to them; therefore, this study explores how both greenwashing acts upon the level of consumer trust as well as consumer scepticism when making their buying decisions. The primary research data were gathered using a structured survey instrument and then processed using various statistical analysis techniques (e.g., mean analysis, correlation analysis and p-value analysis). The results of the study indicate that greenwashing adversely affects consumer confidence and greatly impacts consumer buying behaviour. The study concludes that there is a strong need for companies to establish trust and credibility among their consumers by demonstrating their commitment to sustainability through transparency, accountability, and legitimate sustainability practices.},
        keywords = {Greenwashing, Consumer Trust, Purchasing Behaviour, Sustainability, Green Marketing, Consumer Awareness.},
        month = {May},
        }