Greenwashing in Marketing: Its Impact on Consumer Trust and Sustainable Buying Behaviour

Greenwashing has become a serious issue in modern marketing because many companies use false or exaggerated environmental claims to attract consumers and improve their brand image. As people become more environmentally conscious, businesses increasingly promote products as “green,” “eco-friendly,” or “sustainable.” However, when companies fail to support these claims with genuine environmental practices, consumer trust is negatively affected. The study revealed that consumers today are more aware of greenwashing and often become skeptical about environmental advertisements after discovering misleading claims. According to Chen and Chang (2013), greenwashing creates confusion among consumers and reduces trust in green marketing practices. This not only harms dishonest companies but also affects businesses that genuinely follow sustainable and ethical practices. The study also highlights that honesty, transparency, and ethical marketing are essential for building long-term consumer trust and positive brand reputation. Consumers are willing to support and even pay more for products that are genuinely environmentally friendly and socially responsible. Social media and digital platforms have further increased consumer awareness and corporate accountability by exposing misleading environmental practices quickly (Lyon & Montgomery, 2015). Therefore, companies should focus on real sustainability efforts instead of using sustainability only as a promotional strategy. Genuine environmental responsibility and transparent communication can help businesses build stronger relationships with consumers and achieve long-term success in the competitive market.

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