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DOI: https://doi.org/10.63345/ijrmp.v15.i4.7
Preeti Singh
Assistant Professor
Chaudhary Charan Singh University
Lajpat Rai PG College
Shyam Park Main, Ghaziabad, Uttar Pradesh, 201005
Abstract— The growing emphasis on sustainability in marketing has led organizations to increasingly promote environmentally friendly products and practices. However, the parallel rise of greenwashing—where firms exaggerate or misrepresent environmental claims—has created significant challenges in maintaining consumer trust. While prior research has established a negative relationship between greenwashing and trust, limited attention has been given to how varying levels of consumer awareness influence this relationship, particularly in emerging markets such as India. This study aims to examine the impact of greenwashing on consumer trust by incorporating consumer awareness as a critical moderating factor. It further explores different dimensions of trust, including credibility, transparency, and reliability, and investigates how distinct forms of greenwashing—such as vague claims, misleading labels, and exaggerated sustainability messages—affect consumer perceptions. The research adopts a quantitative approach using survey-based data to analyze consumer responses toward green marketing practices. The findings are expected to reveal that higher awareness enhances consumers’ ability to identify misleading claims, thereby reducing blind trust but also increasing skepticism toward genuine sustainable brands. The study also highlights the role of transparency, certification, and information clarity in rebuilding consumer confidence. By addressing existing gaps, this research contributes to the literature on ethical marketing and provides practical insights for organizations to adopt authentic and accountable sustainability communication strategies.
Keywords— Greenwashing, Consumer Trust, Awareness, Sustainable Marketing, Consumer Skepticism
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