Copyright © 2026 Authors retain the copyright of this article. This article is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

@article{206383,
        author = {Dr. Padmashree Chandak},
        title = {From Green Claims to Genuine Impact: The Consumer Engagement Strategies implemented by the Global Brands},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {2},
        pages = {1202-1210},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=206383},
        abstract = {Greenwashing is a misleading tactic where organizations artificially promote their products or services as environment friendly to attract environmentally aware customers. It entails exaggerating, overstating, or making up claims of sustainability to achieve competitive edge without translating into actual changes in doing business. This paper emphasizes the meaning of greenwashing, the reasons for it, and the necessity of distinguishing it from true green marketing. Greenwashing is usually spurred by increasing consumer consciousness and demand for green products. Most companies, threatened by the need to deliver, fall back on cosmetic marketing strategies instead of embracing true green practices. In contrast to true green marketing, which is based on openness, verifiable assertions, and quantifiable impacts, greenwashing engenders distrust by deceiving consumers. While true green marketing is about long-term value creation through ethical means, greenwashing is about short-term image creation at the expense of consumer trust and environmental advancement. The dangers of greenwashing are substantial. Firms expose themselves to reputational loss, regulatory action, consumer ire, and faltering brand loyalty when their misleading actions are made public. In addition, it undermines worldwide sustainability efforts by confusing consumers and undermining the validity of genuine green activities. To prevent this, companies must inform truthfully, utilize third party certifications, and support assertions with proof. Green marketing has become extremely relevant over the last few years as companies see their position in fighting climate change and scarcity of resources. Brands are now torn between lofty sustainability promises and the temptation to hype progress. Case studies show that companies with real green marketing end up not only with more consumer trust but also ultimately with greater profitability.},
        keywords = {Green washing, Sustainable marketing, Environmental claims, Consumer engagement, Ethical considerations, corporate transparency, Eco-conscious consumers},
        month = {July},
        }