Demystify the Phenomenon of Greenwashing by Unveiling the Truth Behind Eco-Friendly Claims in the Marketplace

AUTHOR
Banishree Sukla *
Raghavendra Krishanappa **
Nijaguna G ***

KEYWORDS
Greenwashing, Eco-friendly, Marketplace, Deceptive Marketing, Sustainability, Environmental responsibility.

ABSTRACT
The growing awareness of environmental issues has prompted consumers to seek eco-friendly products and services, making “green” marketing claims increasingly prevalent in the marketplace. However, not all environmental claims are as genuine as they appear. This study aims to investigate and unveil the truth behind eco-friendly claims in the marketplace by deciphering the phenomenon known as “greenwashing.” Greenwashing, a deceptive marketing practice, involves misleading consumers with false or exaggerated environmental sustainability claims. These practices undermine both consumer trust and authentic sustainabilty initiatives. This research employs a multidisciplinary approach, encompassing marketing, ethics, and environmental science, to explore the complex landscape of greenwashing. Through in-depth analysis, it is aimed to empower consumers with the knowledge and tools to discern genuine eco-friendly products from deceptive marketing strategies. An attempt has been made to discuss the importance of transparency, independent certifications, and scrutinizing product claims. Furthermore, we provide case studies and real-world examples to illustrate the prevalence and consequences of greenwashing. This paper serves as a vital resource for consumers, regulators, and businesses striving to create a more sustainable future by unraveling the truth behind eco-friendly claims in the marketplace, ultimately fostering a more authentic and accountable approach to environmental responsibility.